Anyone who works in SEO and/or PPC will know that both activities provide marketers will enormous amounts of data, with everything trackable and measurable via cookies. This is one of the key advantages of search marketing over traditional marketing, which is much harder to track the ROI.
If you find yourself managing both PPC and SEO for the same site, you will have the advantage of being able to consume information and data from both channels. And whilst they are separate entities, with one based upon buying traffic and the other based upon optimising for rankings, sharing and learning from each channel can be mutually beneficial and help the performance of both activities.
Below we have outlined some data that you can take from an existing PPC campaign that can help influence how you create an SEO campaign.
Ad copy and meta descriptions
A meta description is your chance to project a marketing message and entice a click through. By looking in your PPC account at what is converting well (or producing a high CTR), you can see what might work well from an SEO perspective.
This is also applicable when looking at the title tags vs the headlines in your adtexts. Many a time I have seen title tags and meta descriptions that appear to have been thrown together, probably at the end of the site design, often without thought for how well they may perform in the SERPs. However, by using ready tested PPC data, you can see before you launch a site what is/isn’t working.
Search query report
A search query report is a goldmine for keyword data, as it shows you exactly what keywords triggered your ads and delivered traffic. Using this data you can look for mid and long tail opportunities for content. As well as looking for trends of products/services you don’t currently sell that people are searching for.
In terms of content, it can be useful to use a filter on the report to look for what questions users have queried, which can be a great basis for content on the site.
Based on cookie data from partner sites, Adwords provides demographic data, at both impression and click levels. This can be useful to see what kind of audience you are attracting to the site. For example, does this audience profile match the product/service on offer? Could it help shape your target audience more broadly?
When executing content marketing, often it is useful to build out persona’s, so this data can be useful in creating these. Below you can see the audience age spread is quite even but the gender balance is heavily weighted towards female users.
If you are running display campaigns such as remarketing, the placement report can show you where your visitors went after they left your site. This again is great for building up a persona of your target audience. You may find some of these sites are sending you traffic and conversions, so you may want to include these in any outreach campaign to get an editorial placement to accompany your PPC ads.
Location data is another useful metric that could help assist an SEO campaign. By clicking the “dimensions” tab of a search campaign you can filter by location, which will show you the locations that have generated impressions and clicks.
This can be refined to as granular a level as the most popular postcodes. Using this data, a company may decide to create a dedicated page for a particular location. Or perhaps want to reach out to local press/bloggers in a particular location(s), based on the fact they know their target audience is based in those areas.
These are just some of the ways SEO and PPC data can be shared in order to produce a mutual benefit for both campaigns. Of course nothing is ever absolute, some things may only work from a PPC perspective and vice versa. The key is to leverage as much useful data as possible and then test things out to see how they perform.