Organic search and paid ads are often at odds because people pay more heed to the paid traffic coming from Google Ads than the free traffic flowing from organic results. But ideally, Google Ads and SEO should work together – one should help the other.
So, who will help who and how? Here Google Ads would guide SEO to success. There are many places and ways where Google Ads data can be helpful in giving leads.
In this blog, I am writing about the help Google Ads can do for SEO, and I will explain how Google Ads data can lead your SEO.
Take the lead from negative keywords
Negative keywords are the search phrases you won’t want your ads to show up for. But they are found even in a well-managed Google Ads account. But it could be due to a low word association. The negatives can be discarded but wait before you do so.
In negatives, you might find words that are in any way related to your industry or that can help in marketing, you should think of utilizing those words in marketing. For example, take words like cheap, free, jobs, reviews, and coupons. If these words are used in your industry, you should be serious about them.
The thing to do with negatives is to check whether you use those words, in any way, in your content. Do you avoid using negatives? Is there any way to make use of those words? You can write about the opposite view of what you are offering, and it could be an interesting read.
Play with title tags and meta descriptions
Title tags and meta descriptions need a go through after a brief period because there could be some non-performing tags in the descriptions. And simply tweaking the tags won’t help. What you need is to do a thorough check on your meta + title description tags.
Go to Google Search Console to find title tags with high rankings and low click-through-rate and. Choose some of the best titles for further testing on Google Ads. Write an ad using the title tag and use the meta description in the ad copy. You need to keep searching for the new title and meta tags using Google Search Console and Google Ads.
Once the new title and meta tags are included in the website description, you will certainly find changes in the site ranking – do watch those rankings. If you are using the right set of meta and title, you will see a rush of visitors to your site and a boost in CTR.
Your focus should be on the conversion rate. For example, driving your visitors crazy with your content could boost the website traffic and the conversion rate, but the final result would be trash. The only objective of doing this exercise is to drive valuable traffic to your site.
Look for word combinations
Since you are familiar with Google Ads, you need no teaching on a broad match modifier that searches broad phrases. For example, take recipes. If you enter recipes in the broad match modifier, it will find everything matching with the recipe. Similarly, you can make it broader by adding an adjective with recipe. For example, sweet recipe. The broad match results would change with the modification in the keyword. You can go on searching more broad matches.
So, what do you get from these matches? These are content ideas. These are the keywords that are generating clicks and leads for others that might be your competitors. The broad match modifier would give amazing results that you can never even think of. People do a lot of crazy things with Google but you should take their activity seriously.
Google Ads broad match modifier would give you accurate data and ideas on what people are searching. It could be an eye opener. It is like a lighthouse for ships stranded in the mid of the ocean. If yu aren’t taking advantage of Google Ads broad match modifier, you are missing on something very important.
Learn from extensions
You have a full load of extensions added to your ad copies, and you are little bothered how Google is using those extensions. The thing to learn from the extensions is to study the language used in callout extensions. When a potential buyer clicks on a callout extension, he gets an offer. And the success of the offer depends on the language used in the callout extension.
The thing you can do with the language of a callout extension is to use it for your call-to-action buttons. For example, you want to the buyers to download a whitepaper. How would you convince the buyers to click on the download button? Here you can take help from the callout extension language. Use the highest performing callout extension to draft a language for your call-to-action buttons.
The change of language on your website content is really going to help your site a lot. But the biggest advantage is that you will bring consistency in the language of your ad copies and web content. SEO and Google Ads are the two legs of your website. And if they aren’t supporting each other, your site won’t move a step.
Paid marketing and organic search should work together. If you can take time to understand the Google Ads, you can really set your SEO right and make it consistence with paid ads that are generating leads faster. Moreover, the customers coming through paid search and those from organic search will get similar marketing message.
Google Ads move faster than organic search and for this reason the data generated through paid ads is always latest. In SEO, you need data that you can get from Google Ads. It is the shortest route to get authentic data regarding targeted customers and this data could give you the thrust your website needs capture markets.
Being an experienced google ads consultant at MediaChallengers (https://www.mediachallengers.com), I can help in analyzing google ads data for your SEO right. You can contact me at I will study the Google Ads data in detail and choose the best for your website SEO so that your site and paid ads give similar results.