Search with Candour - SEO podcast Save Money on SEO & PPC Campaigns with Chris Ridley | Search With Candour
Jun 30, 2025
Chris Ridley, Head of Paid Media at Evoluted, shares his expertise in optimizing SEO and PPC campaigns. He introduces a groundbreaking tool aimed at preventing search term cannibalization, ultimately helping businesses save on marketing costs. Discussion flows from balancing organic and paid strategies to the evolving role of AI in search marketing. They also delve into the importance of aligning marketing efforts with business objectives and how innovative thinking can enhance brand visibility in today's changing digital landscape.
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Auto-Pause Ads When Ranking High
- Ads and organic rankings can cannibalize each other, wasting budget when targeting the same keywords.
- Using automation to pause ads when ranking high organically can save significant PPC costs.
Implementing Rank-Based Ad Control
- Combine Google Ads keyword data with SEO ranking tools in a Google Sheet for daily rank checks.
- Use a script to auto-pause ads if organic rank is high and activate ads when rank drops.
Manual Matching for Accurate Control
- Manual labeling is required to align Google Ads keywords and corresponding organic search terms.
- Most SERPs are stable enough that protecting main organic keywords protects most traffic effectively.
