When launching a digital brand, PPC can be a best way to enter a latest market instantly and start generating website traffic. But with rising CPC and constant click fraud, PPC can also get costly very quickly. Even the most skilled digital marketers can strive to run profitable Google Ads campaigns.
One can learn PPC from PPC institutes, PPC experts. And if one has not enough time for learning they can hire PPC specialist from PPC companies of Chandigarh for managing their PPC advertisements.
For this reason, getting the most from your PPC spend isn’t just about proper optimization; It’s about using all that PPC data to shape a better SEO strategy. In this article, I’ll walk you through how to use your Google Ads campaigns as a prospecting tool for SEO.
Why PPC is a useful short-term strategy, but SEO takes time.
With PPC, it’s important to remember that you are essentially “renting” visits to your website in the short term.
Brands that rely much more on paid revenue than organic search are the only woes away from turning their business around. The moment you stop paying for search ads, your traffic is gone.
You can certainly jumpstart traffic with paid search, but this strategy can be difficult to maintain if you have the budget.
Unlike PPC, organic SEO allows brands to earn similar traffic without paying, and if done correctly, will continue to generate profits over time. This doesn’t mean that Google Ads can’t be an important part of your marketing strategy, but putting all your eggs in one basket can make you nervous.
Depending on the competition and the rate at which you build your site authority, it can take months to see the rewards of SEO. This is why PPC is my favourite to immediately initiate testing digital strategy and sales processes.
To have good prospects, you need to optimize your Google Ads campaign properly
Before we look at how PPC campaigns can help with SEO, it is important to make sure that you are already optimizing your PPC campaigns.
There’s a lot more to optimizing Google Ads campaigns, here are some
1. Take an iterative approach
Probably, your first campaign will not be successful. But an unprofitable campaign can still give you a lot of information about your set of keyword goals, bid amounts, ad formats, and the details you need to improve the effectiveness of your campaigns.
For example, if your ad is being triggered for irrelevant search terms or generating the wrong types of clicks, add those words to your negative keyword list. If your ads are earning impressions but not clicks, modify your ad copy and work towards making them more relevant.
In terms of the ideal length of a PPC campaign, I suggest that you have a sufficient monthly budget to get at least a few hundred clicks (You need enough conversions to calculate a statistically significant conversion rate.) Inexperience, three months of PPC budget is enough time for SEO to iterate over its optimization and prospect.
Make small adjustments, monitor your results, then apply new changes accordingly.
2. Use single keyword ad groups
Many PPC managers agree that one of the best optimization practices is a single keyword ad group. Yes, it takes more work for your marketing teams, but the pages with the most relevant ad copy will typically improve click-through rates and conversions.
3. Write highly targeted ad copy and use A/B testing
If you are building your campaigns properly, you can make different text ads for each target keyword in an ad group. With Google Ads’ built-in A/B testing feature, you can also test different titles or descriptions to see which performs better.
With the “Optimize” ad rotation setting, the ad shown is weighted toward the ad that performs statistically better. To run a proper A/B test, you must have a clearly defined type you are testing, as well as two sets of ad hoc copy that are unique enough to produce different results. In the example below, the description is the version being tested, and the data shows that version B performed better (despite very few impressions).
4. Use the Google Ads Bid Simulator to determine the price you want to pay
A bidding strategy will ultimately play a big part in paying less for better clicks in PPC campaigns. There are benefits and drawbacks to manual and automated bidding, but both require advertisers to set appropriate keyword bids for their highest-value keywords—marketing effectively is hard work!
The Google Ads bid simulator is a great tool to find this magic number. Many digital marketers often set their maximum bids too high and overpay for clicks.
The degree of the curve can help you determine a fair price to determine your maximum bid amount. Where the curve is flat shows were raising your bid will only result in minimal traffic growth.
How to Use PPC Campaigns to Advance Your SEO Strategy
Once you’ve optimized your Google advertising campaigns and started buying clicks, you’ll not only start collecting data about whether your PPC campaign structure is effective, but you can also redeploy it to SEO. can do or not.
PPC campaigns can help digital marketers test three things at once: 1) keyword targeting, 2) traffic quality, and 3) their website’s conversion funnel.
1. Use PPC to identify high-value keywords for which your website can realistically rank
One of the most beneficial elements of a PPC campaign is that it helps digital marketers systematically test certain keywords for them before formulating an SEO strategy around rankings.
The Search Terms report is the best place to find information about your keyword targeting.
2. Understand the quality of traffic and the economic value of clicks
The other major advantage of PPC is that you can use its campaigns to gauge the economic quality of incoming traffic with specific keywords.
Does traffic have economic importance? If it enters your conversion funnel.
Naturally, Google charges advertisers more money when data shows that keywords are more likely to lead to conversions for your business. But any experienced digital marketer will tell you that high CPCs don’t always translate directly into quality traffic.
3. Test if your landing pages are well designed to convert
PPC campaigns also provide an opportunity to test your website’s conversion funnel. With Google Ads conversion tracking, you can get a good idea of whether your landing pages are gaining weight and driving users to the desired conversion action.
To set up conversion tracking, you’ll need to choose which conversion actions you want to track. For eCommerce companies, you’ll probably want to track when a user adds an item to their shopping cart. For a B2B or B2C brand (where the next step in the sales funnel isn’t necessarily a purchase), you may want to track actions such as lead form submission, download or demo booking.
PPC campaigns can be a great method to make clicks in a small period but are also incredibly helpful in improving your overall SEO strategy.
Although coming at a cost, PPC campaigns provide an incredible amount of valuable data about keyword targets, traffic, and whether or not your website is conversion optimized.
Here are the key tips for executing an SEO prospecting process with your PPC campaigns.
- Use your PPC campaigns to identify the keywords with the highest value for your SEO strategy—keywords that get impressions, clicks, and drive quality traffic to your website.
- Potential traffic quality by linking your Google Ads campaigns to your Google Analytics account. View data to help you determine purchase intent, such as geographic location, traffic by device type, and exit rates.
- Use Google Ads conversion traffic to test and iterate your website’s conversion funnels. Incorporate conversion-optimized design elements into your SEO-driven pages that work in your PPC campaigns. Or, send PPC traffic to your SEO-powered pages to test out the conversion journey.