In the world of digital marketing, SEO and PPC are usually seen as arch enemies. Just google “SEO vs. PPC” and you’ll see a bunch of posts telling you that SEO is better than PPC and vice versa. Unfortunately, these heated debates prevent us from understanding what really matters- SEO and PPC are two sides of the same coin.
Even though they represent different approaches to digital marketing, they complete each other. For example, SEO takes time to deliver results, so using PPC to boost your visibility faster is a logical option. On the other hand, PPC may sometimes feel intrusive and spammy, while SEO lets you build trust with users and bring value to them.
Most importantly, when integrated strategically, your SEO and PPC data may do wonders.
Here are a few ways to use your PPC data to boost your SEO efforts.
Compare your Organic Search to PPC Data
With Google’s introduction of “not provided,” collecting keyword-level information has become a nightmare for SEO specialists. This is where AdWords and its “Search Query Reports” steps in, letting you identify best-performing keywords.
You can also use Google Analytics to identify your top-performing PPC landing pages. All you need to do is log into your account, go to “Dashboard” and choose “AdWords” under the “Acquisition” tab. Next, click on “Destination URLs.” Once you eliminate the homepage, you need to add Keyword as a secondary dimension and choose the metric by which you want to sort your list. Then, you will be able to export the list and see your best-performing landing pages.
The next step is to pay attention to your Search Console data. Log into your Google Analytics account and choose “Search Console” under “Acquisition.” Then, click on “Queries” and export your search data. In Google Analytics, queries represent organic search terms users search for to find your site. Make sure you choose the greatest date range (preferably 90 days) and then export the report.
Your goal is to compare these reports in Excel (use the VLOOKUP formula to manage your ranking data within the sheet) and see where your site appears in organic SERPs for PPC keywords. Once you collect your data, the next step is to formulate your SEO strategy around them. For instance, you can use your PPC keywords to create content that converts. Also, make sure you put your highest converting phrases in your SEO title tags, headlines, meta descriptions, and content.
To monitor your profitable keywords continually, you can use SEO reporting tools. Most of them integrate with Google Ads and Google Analytics, letting you combine different metrics from these platforms and track them from one, customised dashboard. Most importantly, you will collect your SEO and PPC data and create relevant reports faster.
Use PPC to Target Audiences More Precisely
One of the major advantages of PPC lies is its amazing targeting options. Both Google Ads and social networking platforms like Facebook or Twitter provide marketers with deeps insights into the traits of their converting customers. They give you the opportunity to target your audiences by their age, location, interests, browsing history, salary, lifestyle, behaviour, education, and so forth.
Using these options, you can narrow your PPC focus and put your ads only in front of those customers that are really interested in your products. However, PPC target audience data can also help you improve your SEO efforts.
They are a true treasure trove of granular details about your target audience. With this information, you will be able to better segment your target audiences and understand their needs, problems, and preferences. This gives you the opportunity to create content that solves their problems, understand their search intent, and position yourself as a highly relevant resource. Most importantly, you will be able to choose the forms of content that engage and resonate with your readers and adapt your tone and voice to their preferences.
Analyse Top Performing Ads to Improve your SEO Titles and Meta Descriptions
By tracking the performance of your ads, you will be able to understand what headlines and meta descriptions resonate with your target audience and improve your organic traffic, too. Knowing what your best-performing ad headlines are, you will be able to create blog titles and meta descriptions in the same manner and increase your organic click-through rate.
Of course, this is only possible if your PPC campaigns are perfectly optimised and if you know how to conduct your PPC ad test. If you’re not sure where and how to start, a recent Larry Kim’s article for Moz may help you.
Track the Right PPC Metrics
Unsurprisingly, tracking the performance of your PPC campaigns starts by setting clear goals and choosing the metrics that make sense for you. Now, these metrics vary based on your objectives, but here are a few you cannot live without:
- The click-through rate tells you how many of the users that saw your ad clicked on it. It indicates how well your ad performs and whether it is relevant to your target audience.
- The conversion rate is one of your most significant metrics. Conversions are your major end goal and one of the major reasons why you’re even investing in PPC and SEO.
- The bounce rate represents the number of people who visited your site and kicked it after viewing just one page. A high bounce rate is the one above 70% and it means that either your ads are not relevant to your page content or that your landing page is poorly optimised.
- Quality Score is a comprehensive metric designed by Google that uses a wide range of metrics to rank your ad. Google will rank you on a 0-10 score and any result below 7 is not good enough.
The Benefits of Integrating your SEO and PPC Strategies
Today, there is no point in observing SEO and PPC as two mutually exclusive notions. As two major pillars of your digital marketing strategy, they need to go hand in hand.
PPC helps you rank high for your most competitive keywords and increase your visibility in the SERPs faster. With the PPC data, you will be able to target the right keywords and optimise your content and meta tags efficiently. On the other hand, SEO can help your PPC campaigns, too. For example, it helps PPC advertisers understand search intent and target the right keywords.
By merging your PPC and SEO data together, you will boost your traffic and increase your conversion rates at every touchpoint.
How do you use PPC data to boost your SEO strategy?