Google AdWords is an effective platform to drive targeted traffic to your landing pages.
But what makes it even more powerful is the data that can be gathered. Running a paid traffic campaign can reveal invaluable insight that you may have overlooked completely. Here we look at clever ways that data with Google AdWords advertising can be used to boost your SEO marketing efforts.
1. Get Accurate Traffic Estimates
Keyword Planner (found with AdWords) is perhaps one of the most widely used tools to generate additional keywords. The problem though is that traffic estimates tend to vary widely with this tool. Which makes it difficult to determine whether a keyword is worth bidding on.
Here is an example:
Traffic estimates for that term vary are between 1,000 to 10,000.
With SEO, it can take months of effort to rank on the first page for a keyword so you need to be absolutely sure that it will generate traffic. Instead of taking wild guesses, a better approach is to build out several campaigns with each targeting keywords you are considering for SEO. Then simply let the campaigns run and view your reports to see how much traffic each one generates. This eliminates the guesswork out of choosing keywords as you know which ones generate traffic.
2. Measure Conversions of Potential Keywords
Not all keywords are equal. Some may consistently generate sales for your business while others will fail to gain any traction. Knowing which ones will convert is the hard part as keywords that may seem lucrative could generate zero conversions.
Instead of spending months of effort to rank in the organic search results, a more effective solution is to launch an AdWords campaign for potential keywords. Then view the reports to see which keywords generated sales for your business. And since you have the data to prove that it converts, you can focus your attention on ranking for that keyword in the search results.
3. Boost Click Through Rates of Headlines
Google has changed the character limit of text ads, meaning that advertisers have more room to with.
Here is an example of what they look like now:
Perhaps the biggest benefit with expanded text ads is the ability to write longer headlines.
If click through rates to some of your pages from the organic search results (you can check from Search Console) are low, chances are the headline is weak. Use AdWords to run a split test on several ads with different headlines. Then use the better performing headline for pages on your site such as a blog post to boost click through rates.
4. Test New Offers
In a similar fashion, you can gain valuable insight into the ad copy that resonates with your audience. If “Download a free trial” generates a higher click through rate than “Try for free today”, you can use that language on the pages that detail your products or services.
5. Get Comprehensive Geotargeting Data
Geotargeting is another great use of AdWords for SEO.
Geotargeting is advanced feature that lets advertisers target specific regions with their ads. This is great for local businesses as it means you can create campaigns around different areas. You can then allocate more resources and create individual landing pages around those terms that convert.
6. Identify Keywords With a High Number of Impressions
If certain keywords are getting tons of impressions, it may be worth looking into. The keyword tool you use may be overlooking potentially lucrative keywords. If impressions and clicks are high, it is definitely worth building a new page around and getting it ranked in the organic search results. It could be an informational piece of content to help potential buyers or a page that details your products.
Google AdWords is easily one of the most effective platforms to generate targeted traffic and drive more sales to your business. But it can also be a useful tool to gain valuable insight to boost your SEO marketing efforts even further. The result is a more effective SEO campaign and a strong competitive advantage online. So start digging through your reports to uncover hidden gems.