How to Leverage SEO Data for Your PPC Campaigns to Really Ramp them Up
Posted August 4, 2016
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You might be wondering how to leverage SEO data for your PPC campaigns. You have probably heard already that AdWords just came out with their new report inside their interface that allows you to view both organic and paid keyword or query data. You might be wondering how you can use this information along with other SEO data and metrics to increase your PPC campaigns’ performance. Below are some ways.
Find New Keywords
Whether you use the AdWords report or crawl through organic search queries, figure out where the gaps are coming from in your PPC keyword structure. Your customers could be noticing you using newer terms and have started researching them which could give you some golden opportunities, depending on the terms. For instance, if you are ranking on page two of Google for a high converting or high-traffic keyword organically and you are not bidding on it, you might want to bid on keyword and see if you can land first page which will competitively increase your conversion rates.
Drive More Traffic to High Click Through Rate Organic Pages with Little Engagement
If you have landing pages that are generating a lot of traffic and click-through, but they are receiving very little engagement, you can strive for better engagement while keeping your high click-through by making your pages more engaging for your particular queries. While you work on making your unengaged landing pages better, you can write ads that point to some of your other more successful pages until you are ready to make your new ones live and test them out.
Get Aggressive with Terms that Rank High Both Organically and Paid Search
You can also use AdWords new paid/organic report to get information on the success of a keyword when it is ranking both in paid search results and organically. You might be wondering why in the world you would pay for a term that is already ranking high organically. This report can actually help you answer that question. You simply locate the terms or keywords that would not be as successful if they weren’t being represented in both mediums and get aggressive with those. Then figure out which terms would do well on either side without having to be complemented by the other medium and work with those.
Expand your PPC Strategy by Locating Your Organic Pages with Low CTR but High Engagement
You should definitely test these types of pages as landing pages for your PPC campaign. Work on boosting your rankings by maybe changing up your titles and descriptions. Focus on what it is about your content that drives user engagement and use this information to enhance your PPC campaigns. Keep in mind there is likely a big difference in the users who arrive at your pages organically than the ones who click on your PPC ad, however, studying your pages that are driving engagement and use that information with ad text, extensions and keywords with great potential can really impact your PPC strategy positively.
Check Ranking Reports for New Competitors
Check your organic keyword list in your web ranking reports and identify which terms are slipping in SEO ranking. This could indicate new competitors coming out of the wood work trying to get their slice of the pie quickly before they jump into PPC ads. Start working on these terms to get ahead of them.
Going through the Google’s Analytics Search Console reports can give you a great deal of SEO data on how your site is found through organic search and what users are doing once they land on your pages. Now all you have to do is take this data to really ramp up your PPC campaigns.
