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.
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