Understanding the decrease in organic traffic due to Google Ad bidding

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When Our Google Ad Agency started bidding on Keywords with High Organic CTR: The Impact on Organic Traffic

In recent times, we started running Google ads for our website. Unfortunately, we noticed a heavy drop in overall organic traffic and a decrease in organic clicks. This led us to question the reason behind this decline.

Upon analyzing our Google Search Console tool, we discovered that the Google Search traffic had dropped, particularly for the "home page and brand keywords". We confirmed that this drop was not site-wide and was specifically related to these keywords.

Further research revealed that our paid campaign start date, brand keyword bidding, and the start date of drops in organic traffic for both brand and non-brand keywords were contributing factors. Our analysis showed a -26% difference in clicks for a particular brand keyword, as found in the Google Search Console. 

Organic Clicks Difference: Our analysis of the Google Search Console tool revealed a drop in Google Search traffic, particularly for the 'home page and brand keywords' (see Screenshot 1). As you can see, the visits to our home page and brand keywords decreased significantly after the start of our paid campaign.

Screenshot 1

In Google Ads: (Brand keywords are Southern Cross Group, and Southern Cross Security) On the other hand, our brand keywords on the Google ads were getting high visits (see Screenshot 2).
Screenshot 2

 Google Ads in Google SERP: This confirms that people were clicking more on our brand keywords in the Google ads displayed at the top, instead of scrolling down to see the organic results (see Screenshot 3).

Screenshot 3
Google Ads: This is further supported by the clicks and impressions data for our brand keywords in the Google ads search section (see Screenshot 4). As you can see, there was a significant increase in clicks and impressions for our brand keywords after the start of our paid campaign.
Screenshot 4

In conclusion, when our Google ad agency started bidding on keywords with high organic CTR, both brand and non-brand, it had an impact on our organic traffic. To mitigate this impact, we will closely monitor the performance of our Google ads, adjust our bidding strategy, invest in SEO, use optimized landing pages, and evaluate the relevance and effectiveness of our ad copy and messaging.

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