6 Ways Google Ads Can Boost Your SEO Results

You know what? PPC is the only search channel that can show you the conversion rate for each individual search query. If you can find patterns, you can discover things that can be very useful and interesting! ??

I have been running Google and Bing Ads campaigns for over 4 years, and I have learned 6 things that SEOs can benefit from by managing Google Ads campaigns, or by looking at the results from Google Analytics.

This is what usually happens to your SEO predictions when you include data from paid search campaigns:

Here we go:

1: Conversion rate per query

This is one of the most effective tools in our toolbox.

We know that, in SEO, we don't have data about what keywords are generating value. We can make some guesses, but nothing certain.

Using Google Ads data, however, we can gather some reliable information about what search terms are leading to conversions, at what price, and how good their conversion rate is.

This is very helpful for finding out if we're missing or ignoring some terms that could also bring in conversions for SEO, or for categorizing our pre-collected data according to the expected ranking difficulty.

2: Uncovering promising keywords

This is more than just a bonus tip.

GAds keywords data can help you not only when you have an SEO campaign running, but also when you are still preparing one.

By using existing Google Ads data, you can estimate outcomes and select the best strategy, and ultimately increase the value you can achieve and anticipate from the SEO campaign.

3: Uncover anonymized queries in Google Search Console

Anonymized queries are those that Google doesn't reveal in Search Console. They made up a big part of the impressions and query counts for the site, and also most of the traffic.

One way to find out some of the anonymized queries is to use Google Ads Search Term analysis. It can show you what people searched for before clicking on your ads.

But you can't be sure if those are the same as the anonymized queries, unless you compare them with the organic queries (vlookup, anyone?). Maybe you can fill in some gaps that way.

If you have too many queries to handle, you can always use Python's merge() function to join them.

4: Conversion rate per landing page

Can i ask following Questions:

• How does seasonality affect our traffic?
• Are we gaining or losing market share compared to our competitors?
• Did our TV ad have any impact on our online presence?
• Is there any other factor that explains our traffic changes besides your SEO efforts?

Don't take the last one personally. I just want to make sure you know what I'm looking for. By analyzing SEO and SEA data together, you can see if our organic traffic is following the market trends or not.

So, you might need to dig deeper to prove your value or identify areas of improvement.

5: Conversion rate per website in the Google Display Network

Imagine you are planning a link building campaign, but you don't know which websites to reach out to. That can be frustrating, and lead to poor results.

But there is a solution! By looking at your Google Ads data, you can find some websites in the GDN (Google Display Network) that are showing your ads and generating conversions.

These websites might be great candidates for your link building campaign, too. They have proven to attract users who are interested in your offer, so why not try to get a link from them?

One thing to note: make sure you check what type of campaign was displayed! If it was a remarketing campaign, those data might not be relevant for this purpose!

6: Testing different metas

I find this very useful.

By looking at Google Ads, you can see what title tags and meta descriptions the paid advertising team is using, and how the Google AI is testing them.

If you can work together with the paid team, it can benefit both of you! With Responsive Search Ads, they can experiment with many title tags and meta descriptions at once, so you can choose the ones that perform the best

And if you’re interested in talking about more digital marketing training, you can always get in touch here. Have fun out there!