Online marketing is many things, and it can feel like they are blending at times. And this is where your company’s value creation truly begins. When you can get all of the channels on which you are present to work together and play well with one another, you have complete “value for money.”
SEO and Google Ads are two areas in particular that complement each other extremely well if you can make them work together and coordinate across specialties. There is a lot of value to be gained for both areas when synergies between SEO and Google Ads are created. In other words, it will benefit both your organic efforts and the time and money you invest in paid advertising.
But how do you make SEO and Ads work together? This is exactly what I want to discuss in this blog post – from an SEO standpoint.
Table of Contents
What Is Google Ads?
Google Ads is a type of PPC marketing (Pay Per Click). You pay an amount per click, as the name implies, that your ad receives in Google. It works like an auction, with you bidding on specific keywords. The best placement is awarded to the highest bidder.
The click price is determined by the competition for the chosen keyword and is only known when someone performs the search in question. As a result, it is critical that you consider how much a click is worth to you and that you constantly adjust your bids up and down as necessary.
For B2B companies, where one click could be worth THB 500,000, paying TH 500 for a click may be acceptable. If, on the other hand, you are a B2C company selling clothes, where a click has a much lower value, a click price of THB 500 would never be profitable.
Google Ads embraces different ad types with different purposes, which are displayed in different places across Google’s services. It is important to stay up-to-date on this, as Google continuously makes changes to the formats that may affect the advertising you currently receive. runs via Google Ads.
What is SEO?
In short, SEO is an abbreviation for “Search Engine Optimization”. It is a term that refers to all of the efforts that go into optimising a website for search engines in order to increase traffic and sales through organic search results.
SEO consists of 3 elements:
- Technical SEO
- On-page SEO
- Off-page SEO
Unlike Google Ads, which is paid advertising, SEO is what we call organic advertising, which means you do not pay per ad, click, or ad. If you throw yourself into SEO, the only thing you have to invest is your time. You can also hire an SEO specialist to assist you. However, you do not pay a fee every time someone clicks on a link to your website in Google. SEO is a relatively complex field that, as you may have guessed, covers a wide range of topics.
The Data From Google Ads Has Synergy With SEO
There are heaps of data in Google Ads for various purposes. It is here, among other things, that you can see which searches generate the most conversions, giving you insight into what many people in your target group are interested in. You can also learn which ad types and messages have the highest CTR, conversion rate, and other metrics.
You can check the quality of the ads using your Google Ads data, including the Quality Score and landing page experience. Both of these factors influence the click price you pay Google for a specific keyword. The higher your Quality Score and landing page experience, the higher your rankings and click rates.
With the help of this data, you can first determine where you should concentrate your SEO efforts. It can be difficult to know where to begin with prioritising your SEO efforts, especially for large websites with many category pages, such as eCommerce companies.
Create Your SEO Strategy From Google Ads Data
Starting with the pages that generate the most conversions makes sense: make sure the landing pages are optimised for the keyword you’re advertising on. This applies to the title tag, meta description, page content, H-tags, and other elements. The faster Google detects the link between the Google ad and the landing page you direct visitors to, the better it will perform. Another place to start your SEO efforts is with landing pages that perform poorly in Google Ads, i.e., with a poor landing page experience and Quality Score. SEO should be invested in these landing pages to improve the quality of the ads and thus the price per click.
Use Data From Google Ads In Your Keyword Analysis
If you’ve worked with SEO, you’ve probably come across the term keyword analysis. Before you begin working with SEO, you should conduct a keyword analysis.
Here you can see which keywords “belong” to which landing pages, how competitive the various keywords are, and much more. This is also where you can see if you have duplicate pages, which are pages with the same intent in terms of content or keywords.
There are numerous tools available for keyword analysis, some of which are free and others which require payment. When it comes to keyword research, I always start with Ahrefs, Google Search Console, and Google Keyword Planner.
Get A Valuable Insight Into Your Keywords With Google Keyword Planner
Google Keyword Planner is a free tool available through your Google Ads account. The program is ideal for locating keywords that are most relevant to your company’s services or products. Google Keyword Planner will find new keywords that you may not have considered, but which can be extremely valuable to your business, by searching for a word or phrase.
Furthermore, the tool provides information on search volume, i.e. how many times per month specific terms are searched for, and how the evolution of the search has changed over time.
This is especially important if you work in a seasonal industry, but it is also important because we live in a world where everything changes much faster than it used to. As a result, you can gain a much better understanding of how your investments perform in comparison to how market trends and tendencies change.
In this case, a synergy is formed between SEO and Google Ads, which can provide you with even more insight into your target group’s search habits, as well as how the development has been for specific keywords in the past. When you prioritise your SEO efforts, it can provide you with the opportunity to be at the forefront.
SEO and Google Ads are two areas of online marketing that have a lot of potential for collaboration. If you can use and combine the strengths of each area, it will be visible in both organic search results and the quality results of Google paid advertising.
It covers everything from using Google Ads’ large database to structuring your SEO strategy to utilising Google Keyword Planner to get more out of your keyword analysis and discover new potentials that can be very beneficial to your company.
IBEX is a specialised Google Ads Agency and SEO Agency located in Bangkok, Thailand. We are happy to assist you in developing an overview of synergies between Google Ads and SEO for your company. Simply contact us today for a free consultation.