People often use search engine optimization (SEO) and pay per click (PPC) advertising independently when strengthening the online presence of their business. However, did you know that you can use SEO knowledge to improve your skills in PPC advertising? Read on below to learn how!
How to Use SEO Knowledge to Improve in PPC Advertising
Let us discuss how you can use your SEO knowledge to create an effective PPC campaign for your business.
Keyword Research
Both SEO and PPC deal with keyword research, management, and strategy. However, advertisers today usually take slightly different ways in choosing keywords for their campaigns. For instance, in PPC, advertisers focus on close variants of their keywords instead of perfect syntax. As such, you do not have to bid on everything because close variants consider slight variations on keywords, including implied terms.
Take the following as an example. Say you are bidding on the local keyword or keyphrase “software company near me,” you would come up with the following terms on all match-types: “software company for business applications,” “[location] software company,” and “software development near me.”
When it comes to PPC, advertisers are concerned with: auction price, competitiveness, inclusivity, and structure. They need to determine if the keyword is the best cost-to-benefit variant, enough to justify their costs. They also need to know if their competitors will be using the same keyword variant. Moreover, they need to see if the variant will pick up the ways of searching that they are expecting. Lastly, they need to see if the keyword fits their account structure or needs significant modifications.
Therefore, you must determine which keyword you are actively targeting. You cannot rely solely on the keyword’s close variants. You will not waste your efforts and resources if you perform keyword research while considering those mentioned above.
Dynamic Search Ads
When dealing with PPC campaigns, you will always encounter Dynamic Search Ads (DSAs). DSAs rely on browsers to crawl your site and determine the best ad headline and landing page according to your search term.
As such, it is vital that you properly optimize your web content so that the ad algorithm can correctly understand what your site is all about. However, if the ad algorithm cannot come up with the correct categories, you need to modify your tagging and site structure.
Using DSAs can help your PPC campaigns because they can teach you how your target audience searches. In addition, you can set DSA as a standalone campaign or add it to your existing campaigns. Moreover, DSAs also help you cover more parts of your business with one budget. Lastly, you get more returns through your DSA campaign performance, especially if you invest in SEO efforts.
Conversion Tracking
You can determine which parts of your PPC campaign drive value to your business through conversion tracking. For this, SEO experts use Google Analytics to track conversions across campaigns.
Advertisers can either import data from Google Analytics or utilize ad platform conversion tracking, which uses a different code. However, we recommend using Google Analytics because it is consistent in its reporting and valuation of events. Also, you no longer need to work with additional code to use Google Analytics on your website. Aside from that, Google Analytics provides advanced conversion events, which you can use to improve your PPC campaigns.
You can also use Google Analytics to help with attribution. If you leverage analytics attribution models, you can use the same source of truth for all. By this, you can incorporate conversion modeling into all of your reports.
Landing Page
You must create great SEO content. Your navigation bars also help achieve technical SEO gains. However, in PPC, your content should be focused on the most crucial insights while providing little opportunity for the user to do anything else aside from performing the desired action.
You can reconcile this by directing your PPC traffic to your subdomain. Doing this will help you abide by PPC rules of engagement without leaving SEO behind.
Aside from that, it would be best if you also kept in mind that Cumulative Layout Shifts (CLS) can also affect your PPC campaign. So, make sure that it should take at least five to eight seconds before on-page CRO (conversion rate optimization) begins.
