Testing PPC campaigns are one of the best practices for SEO regarding obtaining initial data for a given query space. People regularly make references to this fact by stating you can receive valuable insights for organic optimization efforts if you look at this pay-per-click (PPC) data. However, Google Ads previously Google AdWords, provides users with tons of data. Those who aren’t familiar with how to use PPC don’t know where to look for the most useful information. Also, even though there’s usually an overlap between SEO and PPC data, not everything you’ll find in your Google Ads account is relevant when you’re attempting to improve your SEO efforts.

More: Google Marketing Tools You Should Be Using | Blog.HubSpot.com

Segmenting

If you’d like to add a couple of additional rows of data in your Google Ads to view, it’s possible to accomplish this with segments. When looking specifically at segmenting for SEO, here are a couple of attractive options:

Search Terms Match Type: When using this segment, you’re determining the performance of different keywords based on their match types. You may be able to tell how head terms compare to its tail for a specific term depending on how you’ve structured your campaign.

Devices: By looking at analytics, it may be possible to develop an overall idea of how much traffic you’re creating from mobile devices. However, if you apply a device segment, you can see how many mobile devices are converting from PPCs and if this is a segment that’s converting cost-efficiently.

Using Filters

Much like utilizing Excel, you can use Google Ads previously Google AdWords for the creation of quick filters for bubbling up pieces of information that are interesting. For example, you may want to develop a filter for high-cost, high-traffic keywords with low conversions. Some of the keywords returning in your results may be high performers regarding your SEO research but aren’t converting well for your client’s site. When you create this keyword filter for ones that produce no conversions, as well as sorting it by cost, you can determine which are the ones that need to be eliminated from your SEO strategy quickly.

CTR on Ads and Keywords

You can look at your CTR (click-through-rate) on specific ads and keywords to determine which are performing well and which aren’t. For example, regarding Google Ads previously Google AdWords, you’ll be looking at which descriptions and headlines work best regarding obtaining clicks from searchers. At that point, you’ll be able to apply messaging to your on-page headlines, meta descriptions, and title tags. You’ll be working in the same capacity with the CTR for keywords, except they’ll be telling you which ones have the best relationship between the ad text and the search term. You’ll use this information to develop better messaging for your meta descriptions and title tags, so they reflect the specific keywords you’re targeting on particular pages.

More: Everything You Need to Know About the Latest Google Adwords Change | FalconDigitalMarketing.com

High Average CPC Keywords

When you look at a keyword’s average cost per click, and precisely at the identification of keywords with a high average cost per click (CPC), you’re determining which terms are the most expensive and the most competitive. You’re also determining which keywords whoever is managing your Google Ads previously Google AdWords account may be willing to pay the highest amount of money for, so this means they’re valuable. Therefore, it’s critical that you research why PPC individuals are paying top dollar for these terms. You may discover that, in the cost and conversion column, they’re finding a divide in many cost-effective conversions. You may also see that, even though these cost conversions cost a little extra, they tend to develop the highest quality leads.

Large Impressions for Keywords

It’s worth researching why keywords have large impressions. It’s obvious if the clicks are high, the impressions are high, and there are many conversions, that the keyword is one that should be ranking for SEO. However, what do you do if the clicks are low and the impressions are high? Research the SERP and see what’s going on. There may be something that’s now working for the PPC but is targeting well regarding an informational piece of SEO content. On the other hand, it might be a good idea for link bait whereby many people are searching for a specific term, and the content is solving a particular problem.

More: Google Ads: SEO vs. PPC? | Ads.Google.com

High Volume Keywords and High Quality Scores

Quality Scores in Googles Ads are the direct result of your click-through rate. Other factors to consider, though, are the relevance of keywords to the landing page and the ad copy. In other words, the keywords with high Quality Scores that are driving large visitor numbers, as well as conversions must have a close examination.

Ad Copy Texts

Upon examination of your Quality Scores and click-through rates, you’re likely beginning to garner insights into which ad headlines are working well and which aren’t. The information will also inform your title tags, but it will also provide you with insight into what will resonate with your searchers. In doing so, you’ll help develop messaging for your page’s copy, headlines, and CTAs (calls to action).

More: Our 8 Best Ad Copywriting Tips EVER! | WordStream.com

Banner Ads

Just as you’ve looked at your ad copy texts, you’ll be looking at how your banner ads are performing. It’s critical to determine what’s working and what isn’t within your display network campaigns. In doing so, you can evaluate insights into what message types your prospects are responding to and which they are not. These efforts all work into how Google Ads tools inform your SEO.

Understanding Keyword Details or Search Query Data

Because Google is making search query data from SEO challenging to understand, determining how to drill down data and obtain search query data can provide you with valuable insights. However, it’s now harder to come by unless you are diligent with your keyword research.

Final Thoughts

Ultimately, one of the most significant requirements you must possess is creative thinking when applying any of this logic to the insights you gain from Google Ads data to make it work for your content marketing and SEO efforts. However, if you know your way around a Google Ads account, and communicate with the individual running your PPC campaign, you’ll elicit some incredible insights that will enhance your SEO efforts.

If you or your business are in need of SEO, Content Writing, Graphic Design, or more, then please get in contact with us! We know that we can offer you service that will go above and beyond your expectations and help you and your business to grow.

To survive and succeed in the vastness of today’s economy, as a business or entrepreneur, you need a way to stand out in a sea of competition. You need a brand with a clear message that grabs the attention of your intended audience, one that they can relate to.

A good brand message is beneficial in so many ways. It allows you to reach out to the specific customers you hope to attract, makes coming up with promotional content a lot easier, and can help keep you perpetually enthusiastic about your promotional efforts.

What’s in a Brand Message?

Your brand is more than just a logo—it’s the entire look and feel of every customer interaction. And to be effective, it must have a message.

To connect with the audience you want, your brand must send a clear message that’s meaningful and engaging. One of the most significant purposes a brand message serves is as a communication bridge between your business and your audience. It should appeal to your audience, to their needs, values, and wants. It should be woven through every piece of content from you that they see.

Different from your brand’s identity and personality, your brand message communicates who your business is at heart. The brand personality expresses the message in its words, tone, colors, images, and spirit.

Consider a company that sells quality athletic shoes. Their brand message could be a simple, motivational statement about staying active and being fit. Their website and ad content could reflect that message with images of fit people of all ages and backgrounds, wearing the shoes and appearing to be in motion. The colors would be vibrant and eye-catching. Their logo might even be a symbol that embodies perpetual movement.

Why Does Your Brand Need a Message?

There are so many choices out there for consumers no matter what product or service you’re talking about. A strong brand message helps consumers decide which option is best for them based on their personal beliefs, passions, or values. It lends authenticity and strength to your company’s reputation and values, helping you resonate with your target audience.

The right message also serves an umbrella under which all of your promotional content from ad copy to social media posts to emails will be covered by. It forms the foundation that customer loyalty and trust will build upon.

Having an established brand message also makes your marketing efforts a lot easier moving forward because it establishes the slant your content will take. It makes decisions about promotional content quicker and easier.

How to Create the Right Brand Message

Creating the right brand message is essential, and it can take some time and careful thought. There a few things to keep in mind as you begin crafting your message:

What Are You Offering and to Whom?

The message you come up with should be appropriate for both the product and service you’re offering and for the audience you want to attract. It should be positive, meaningful, and considered from all angles to ensure it’s sensitive to all audiences. It’s also important to understand your audience’s awareness level. What’s their awareness of you, your products and services, and your competition? Understanding that will be immensely helpful in finding a statement to define your company.

Ask Your Audience

Pull your audience in to help you. A fun survey or poll could be used to either ask your audience what they think of the ideas you have so far, or you could ask for their opinions. Feel free to ask questions. If you have the opportunity to talk with customers on the phone or in person, engage them in conversation. People enjoy feeling that their opinion has value and many will be happy to assist.

Ask Your Personal Network

If you don’t have an audience or much of one yet, drafting help can be tricky. Work together as a team within your business and if you’re a business of one, ask your family and friends what they think. More importantly, ask them what they think of you as an individual and as a business owner.

Once you have a collection of thoughts and feedback from your team, audience, friends, and family, the challenge is for you to find the true message.

Perhaps you are selling an organic cookbook you wrote for those who are health conscious and who prefer food without chemicals or GMOs. Maybe you’re told by your family or team that you’re the picture of perfect health for leading such a lifestyle. You might come up with messages like “eat good, feel good” or “eat well, look better.” And that’s only one of the directions you can take with that one example. The possibilities are endless. Instead of feeling overwhelmed, have fun with sorting through the different ideas in your search.

Tips to Create the Best Brand Message

If you need a little more help in hitting the right note, give these tips a try.

What Do You Believe In?

What do you believe in and what is important to you? Your customers will share your values, and those should absolutely be at the heart of your brand message. Only authenticity will work here, and it will shine through the right message for your business. Keep in mind the important role emotion plays in all of our decisions, both yours and those of your customers.

Keep It Simple

It’s not possible to cover every thought or value in your message. What you come up with won’t appeal to everyone. Instead, focus on just one or two values, the most important ones, and work with them to craft a message that’s short, memorable, effective, and has heart.

It should also be mentioned that having multiple brand messages won’t necessarily make your more successful. More often than not, more than one message can create confusion in your marketing efforts. Customers have enough of that on the marketing in trying to decide what they want and who to get it from. Keep things simple and help them out.

Draw Inspiration from Successful Companies

What are some of your personal favorite brands and what are their brand messages? Take notes, do some research, and allow your favorites to inspire you.

The Rest

Having the right brand message is crucial. Once you have it, you can move on to the right colors to accompany it, crafting the best logo, and the composition of quality content for all of your communications which will be made much easier because you have an established message. Take all the time necessary to get every aspect of your message just right because your customers deserve it.