Google has always maintained that Google Ad doesn’t affect search engine rankings. However, this only meant that your pay-per-click (PPC) ad spend will not have any direct impact on search engine optimization. Since the search engine advertising program will affect some of the most important SEO factors, it will eventually have a significant impact on your search engine rankings. Besides, it equips you with the right information to further boost your SEO. We at Coastal Web Team can help you make the most of Google Ads(formerly Google AdWords) and SEO.
Indirect Impact on SEO
Your Google Ad campaign is going to impact your search engine rankings through indirect ranking factors. Direct web traffic is one of the most important SEO factors. When you run a PPC campaign, it will help boost your brand awareness by targeting all the important keywords. When you run these ads regularly for a few months, it can provide a big boost to the volume of direct traffic to your website.
It is not just the traffic that lands on your pages directly from the ads. A significant percentage of such traffic comes in the form of visitors who do not click an ad but visit your website directly at a later time when they remember. Since Google does use direct visitors or direct web traffic as a search ranking factor, your ad campaigns are going to make an impact too.
Consider a situation where you stop running your Google Ad campaign. Over time, there will be a drop in your volume of direct users and you could expect a drop in rankings. This is unless you are running any other campaign. Your PPC campaigns can also affect other key ranking factors such as:
- Overall bounce rates
- Pages per session
- Time spent on pages
And various UX-related metrics.
Using Google Ad to Boost Organic CTR
Attractive and well-optimized titles and Meta descriptions shave a big impact on organic CTR. Your PPC campaign is an excellent place to test and gather important data to improve your copy. When you notice an improvement in your CTR through your Google Ads campaigns, it means that you have a high-quality written copy. The same approach can be used in creating your content title and meta description. Thus, your paid advertising campaigns can be used to boost your organic search click-through-rates too.
The benefits will include:
- Growth in traffic from organic SERP results
- Improved search rankings, leading to the creation of a positive cycle
Organic CTR is a key Google ranking factor. Its Significance has especially increased after the search giant introduced its AI-based algorithm, Rankbrain. It is recommended to leverage the data from your Google Ads account by finding common factors or trends that speak of high click-through-rate. The insights can be used to optimize your content marketing strategy.
Using Google Ads to Boost Organic Search Ranking
There are many more ways to use Google Ads to boost your SEO strategy and results. Some of the most effective ones include the following.
Remarketing helps provide a boost to your SEO results in different ways:
- Gain valuable insights into your target audience through remarketing list analysis. Learn about factors such as their in-market audience categorizations and affinities to enhance your keywords and content.
- Most of your organic search visitors will not convert immediately. Your PPC campaign can be used to re-capture this non-converting search traffic by making multiple brand impressions or ‘touches’.
Using Geographical Data
The geographical data from Google Ads can be used to enhance your local, nationwide, or global SEO campaign. Small businesses will typically need to focus on local SEO to target potential customers near their business locations. Studies show that 6 in 10 Americans use a mobile device to find local information or services.
The following location data can be helpful in building your SEO strategy:
- Find the areas that drive the most sales or sign-ups.
- Find the areas that are more likely to click on your ads.
Google Trends should make it easier for you to find the phrases used by people to find your products or industry in the targeted locations. The information can be used to refine your keywords and on-page SEO.
Using Search Term Reports
Google Ads offers a Search Terms report that shows the phrases that trigger your ads. Use these terms within your SEO campaigns. Select the right phrases based on impressions. Find the terms that are driving people to your website and generating conversions. When it comes to building a successful SEO strategy, it is important to target keywords based on both user intention and search volume.
Thus, your Google Ad campaign can help you make a significant impact on your SEO strategy and results. We at Coastal Web Team can help create a custom search engine marketing and website optimization strategy based on your business profile, website, and goals. If you need more information about our services, feel free to contact us today. Call us at 843-696-0455 or write to us using this Online Form and we will be pleased to discuss your goals and expectations.