Costa Customs: Enhancing Retail Clothing with Organic and Paid Search

This report analyzes the organic and paid search strategies for Costa Customs, a retail clothing and tailoring business, using Google Analytics. It discusses the benefits and drawbacks of both organic and paid search methods, highlighting the importance of a balanced approach. Organic search offers free-targeted traffic and higher brand integrity but requires more time to show results and has a lower return on investment. Paid search provides control over costs, various targeting options, and a direct return on investment but is complex to manage and faces high competition. The report includes a sample AdWord and concludes that integrating both organic and paid search campaigns is crucial for maintaining a strong online presence, generating leads, and establishing credibility. Ultimately, the report emphasizes that a well-executed combination of paid and organic search strategies is essential for Costa Customs to thrive in the competitive retail market.

Running head: COSTA CUSTOMS: RETAILING CLOTHING AND TAILORING
Costa Customs: Retailing Clothing and Tailoring
Name of the Student
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1COSTA CUSTOMS: RETAILING CLOTHINGS AND TAILORING
Summary
The focus of this report is to perform the analysis on the Organic Search and Paid
Search for the Costa's Customs organization utilizing the Google Analytics. The best part of
the Organic Search optimization is that it has the continuous flow of free-targeted traffic. The
use of the Organic Search Organization give the user a higher brand integrity. The
disadvantages of the Organic Search is that it takes a lot of tie to show the result for the
searched query. It has a very low return of investment. The best part about the Paid Search
optimization is that they have control over the cost. They have a plethora for targeting options
and have a direct return of investment. The main weakness of the Paid Search optimization
that it is very complex for the management of the campaigns and the competition is very
high.
Introduction
Organic Search
The Organic Search is the strategy for entering one or more terms for the search,
which is treated as a single string in the text, are of the search engine. The Organic Search
product shows up as a paginated record, that depends on the importance of the searched term
and it blocks the advertisements (Bayes & Wildenbeest, 2015). The Organic Search is referred
to the strategy that each of the techniques for the designing of the site for the improvement
are trailed by the best possible technique for taking the position on the output.
Paid Search
The results of the Paid Search are, stated as the keywords that are displayed in the
websites. The owner of the websites have to pay to their webpages for the lists that shows up
when an user runs some search query in the text area of the search engine containing those

2COSTA CUSTOMS: RETAILING CLOTHINGS AND TAILORING
keywords (Blake, Nosko & Tadelis, 2015). The paid search can be distinguished with the
organic search as they are listed on the top of the result page, or are given a shaped
background, borderlines or other things that help them to look different from the organic
search.
Benefits of Organic Search
The benefits to the Costa Customs by using the Organic Search campaign are that the
Organic ranking of the site are volatile that means that on day the site is in the top five on the
webpages and the next day it is nowhere. Utilizing this it will help to secure the position. The
earning of the website will increase the visibility twice the time in the near future as the
search of the keyword site this website on the top from its competitors (Granda et al. ,2018).
There will be increase in the search visibility of the website of Costa Customs by increasing
the clicks on the sites. This will also help to increase the traffic to Costa Customs website,
which increases the probability of the conversions on the website.
Benefits of Paid Search
Whether the goal of the Costa customs is to develop the awareness of the new
services that they are providing or to sell a product they must expand the email marketing
record. The paid search will play the most important role for the increase in the business
goals of the organization (Coviello, Gneezy & Götte, 2017). The Paid Search will help the
website to help in executing the queries faster and will list them in the top. It will help the
website to pay the webpage owner only when there website is clicked to open which means
no money will be wasted for the impression on the user. This will also help the website owner
to make optimization to the flexibility utilizing the Paid Search.

3COSTA CUSTOMS: RETAILING CLOTHINGS AND TAILORING
Sample Adword:
Search Title: Costa CustomsTM: Retail Clothing and Tailoring
Link: www:.costscustoms.com
Description: Costa’s is departmentalized in to a functional structure that breaks apart the
tailoring and retail clothing aspects of the company. They believe that developing and
retaining employees long-term will lead to better relationships with repeat customers and
more engaged workers.
Conclusion
It is important to pursue both the organic and paid search campaigns as it help in
maintaining the time as the Organic search takes more time to response it is backed by the
paid search. The sites, which are executed well using the paid and organic search they do not
only results to leads and e-commerce revenue but also helps in establishing the Credibility of
the site. In terms of the speed the Paid search is faster than the Organic Search. The Organic
search is free for the traffic whereas the Paid Search cost per view after the click. The Paid
Search is better for the long term as it hold the position of the website where as the organic
search is not helpful for long term.

4COSTA CUSTOMS: RETAILING CLOTHINGS AND TAILORING
References
Baye, M. R., De los Santos, B., & Wildenbeest, M. R. (2016). Search engine optimization: what drives
organic traffic to retail sites?. Journal of Economics & Management Strategy, 25(1), 6-31.
Blake, T., Nosko, C., & Tadelis, S. (2015). Consumer heterogeneity and paid search effectiveness: A
large‐scale field experiment. Econometrica, 83(1), 155-174.
Coviello, L., Gneezy, U., & Götte, L. (2017). DP12333 A Large-Scale Field Experiment to Evaluate the
Effectiveness of Paid Search Advertising.
Granda, J. M., Donina, L., Dragone, V., Long, D. L., & Cronin, L. (2018). Controlling an organic
synthesis robot with machine learning to search for new reactivity. Nature, 559(7714), 377.