Search engine optimization (SEO) and pay-per-click/paid search (PPC) are two digital marketing channels that can each individually help you reach your target audience. Yet, when these techniques are used together in an integrated strategy, the results often exceed expectations.
Being able to maximize synergy between PPC and SEO is key for creating a powerful presence online and driving tangible business goals like website conversions—which has an increasingly important role in both channel’s success rates.
In this blog post, we will explore the essential elements of aligning SEO and PPC strategies to navigate the digital landscape with confidence.
Uniting PPC and SEO data can create comprehensive insights about user journeys, behavior, interests, and intentions that help maintain an effective digital marketing strategy. By syncing both sources of info into one place (google ads in combination with google analytics), marketers can optimize campaigns based on user preferences and behaviors.
This allows for better targeting and understanding of the customer journey as a whole rather than looking into measures through either of the channels independently. With this level of understanding more appropriate message/ offer would be provided across multiple platforms to ensure stronger ROI from the investment budget.
Data analysis is one of the first steps to forming a powerful yet synchronized PPC and SEO strategy. When two teams unite their data collectively, they can gain more visibility into overall performance, draw important connections across keywords, channels, and audiences, and enhance ROI.
It helps develop a deeper understanding of the buying journey towards purchase which in turn enables marketers to make accurate decisions leading for desired outcomes. Further separating granular insights from setting generalized goals off of analytic data will identify potential areas to leverage towards maximum impact more accurately while propelling campaigns ahead in unified efforts.
Data-driven decision making is an essential component in the integration of PPC and SEO strategies. By investing in versatile data solutions that encompass all areas of their marketing arsenal, companies can more effectively analyze forecasting trends across channels to determine campaign goals and strategy implementations based on market insights.
Companies looking to truly capitalize on the powerhouses at hand need to be versed enough in both channels–and analytics–to make evidence-based draws from larger datasets for higher ROIs and lower CPCs over time. Making decisions based off fact rather than speculation will place a business better on track for mitigating risks by optimizing innovative targeting methods for maximum return potential.
An effective domain structure helps search engines, users, and marketers make sense of a website. PPC strategies benefit from keyword-targeting in custom URLs that clearly spell out a product for sale whereas SEO strategies are better supported by well-structured directories that focus on related topic progression.
Understanding the impact of different types of domains is instrumental to both initiatives so they can work harmoniously for maximum performance and ROI. Keywords must be kept particular to targeted lines or categories which entails adapting each channel’s approach accordingly.
For PPC and SEO teams to collaborate effectively, it is important to share common goals for integrating domain structures.
Both sides need to understand how the purpose and needs of each channel influence the optimal approach taken on respective website domains (e.g. pertinent annotations about cross-domain tracking, tracking pathways across subdomains).
Once mutual understanding has been reached they can work together to adapt strategies as needed while striving towards successful collaboration.
Optimizing the domain infrastructure creates common ground for PPC and SEO teams. Consistent navigation, hierarchy, linking, and internal search that benefits UX on both ends of the spectrum has several advantages.
Such techniques make efficient use of pooling landing pages and ensure visible scope alignment in the message and user journey between organic search as well as paid advertisements. Ultimately, users feel welcomed into satisfactory experiences, leading to overall website success rates soaring high into measurable ROIs by increased conversion successes operating with integrated strategies alike.
When unifying PPC and SEO, identifying transactional opportunities should be considered for both channels. The data available in the search query reports will often reveal user intent, including if they are looking to buy goods or services related to whatever product or service is being offered.
Additionally, common CRO practices embedded into both campaigns can also help direct users toward completing a desired action. By understanding the humanities involved on all pages of your website you can continuously refine paid ad strategies and attain higher quality click traffic.
Optimizing landing pages for a high conversion rate is essential to the success both of SEO and PPC campaigns. Simple yet effective elements should be included such as primary call-to-action above the fold, log-in portals for existing account holders, infographics summaries etc., all while keeping a cohesive experience across all devices.
Planning marketing campaigns with tailor-made promotions according to each stage within an individual’s customer journey is also seen to be beneficial.
Ensuring consistency between transactional intent and user experience across PPC and SEO channels will make it easier for customers to convert.
It requires aligning the messaging, design, navigation elements, CTAs (call-to-action), and offers with specific customer segments so their journey is consistent in frequency, intensity, context, and emotionality core goal.
Ultimately this allows the visitors to have a more rewarding experience throughout the end-to-end process from search to post-purchase behavior providing them value.
Sharing search query reports is an effective strategy that can inform both PPC and SEO campaigns. Each team can benefit from analysis of valuable keywords and trends, rooted in data-driven decisions.
Doing so helps align keyword strategies to enhance one another’s purpose as the holistic overview of successful website-generated results enables effective collaboration moving forward.
Knowing what your audience is looking for and understanding their search preferences can be a powerful asset when successfully integrating PPC and SEO strategies.
Search query reports harnessing keywords across both channels carry key learnings to identify valuable trends which permit deeper targeting, hone refining objectives, and optimize overall marketing foray directing viable traffic toward relevant content.
When utilized in accordance with coordination on keyword strategy it amplifies your business’s presence across the internet pages with greater precision earnings bolstering as shown increases ROI paid back tenfold.
Query reports view the searches that brought users to a website. This information can be used when developing keyword strategies between PPC and SEO teams – ensuring coherence in approach across their entire search presence. By doing this, companies are better able to refine their strategies as they gain greater insight into which potential customers best represent the company’s target audiences.
Scheduling regular meetings between PPC and SEO teams is essential for mapping out synchronized, comprehensive plans. Having individuals from both sides present enables open discussions to arise on how data should be interpreted and common challenges addressed.
It also offers opportunities to collaborate on coming up with new strategies and finding it a consensus-based solution vee suitable for everyone involved.
Nothing is more important to establishing a successful integration of PPC and SEO campaigns than regular communication.
Open discussions and knowledge-sharing sessions between digital marketers in both channels sets the path to developing solutions that will benefit each campaign individually, as well as generate powerful and seamless crossover marketing strategies.
To effectively collaborate on upcoming projects and issues, PPC and SEO teams should ensure a continuous flow of communication.
Set up monthly meetings to refamiliarize each team with matters at hand. Get both sides together often on video calls for brainstorming potential initiatives or solutions through open conversation.
Both can work hand-in-hand to create a more successful outcome without competing interests that delay progress.
The strategies covered in this article help optimize businesses’ digital marketing performance by enhancing the impact of PPCs and SEOs. There should be ongoing conversations between PPC and SEO teams for them to remain synchronized.
Regular meetings, discussions, idea exchange and problem-solving can brainstorm ideas for more effective collaboration that will also help achieve long-term success in terms of brand recognition, high engagement levels, and increased ROIs.
Ultimately, combining these resources enables more inspired results that yield proven success through unified action.
Artificial intelligence was a stand-alone technology thirty years ago, but its applications are now extensive in many aspects of marketing and sales.
According to the Gartner report, the adoption of artificial intelligence during 2018-2019 increased from 4% to 15%, and it shows no signs of slowing down.
Artificial Intelligence has taken over the business world because of its ability to improve precision, deliver accurate results and increase job efficiency.
Moreover, practical algorithms can enhance the capabilities of gadgets like GPS tracking devices, voice assistance, and home automation systems, helping them adapt to new input via progressive machine learning techniques. On the other hand, AI-powered applications also automate corporate operations, personalize service delivery, and provide company-specific insights.
All in all, artificial intelligence has changed the world due to its extraordinary capacity to evaluate and learn from data. Medical, finance and marketing are just a few areas that have a strong demand for AI skills.
Artificial Intelligence has forever altered the way we identify digital marketing trends, thanks to excellent data analysis and its capacity to react to the input. Brands and marketers also use AI-led digital marketing to save time and resources through automation.
Here is how artificial intelligence helps digital marketers:
As AI becomes more widely available, marketers can now use it to analyze data, predict future trends, and enhance the quality of their brand. As a result, the way a brand conducts digital marketing has also evolved.
But, what does this mean for the year 2021?
First, businesses must adopt a more customer-centric approach and reinvent their marketing models to incorporate AI.
Artificial intelligence already automates manual and repetitive tasks, and the chances are that it will soon supplement human decisions as well. Furthermore, its growth will generate many good jobs while also altering the way current jobs are performed.
Digital marketers are looking for ways to use AI to satisfy the ever-evolving customers’ expectations. This is particularly the case for established businesses that have relied on traditional marketing methods for a very long time.
It is essential to realize that technological solutions are growing smarter, but so are your customers. They are knowledgeable and favor quick response platforms and search engines.
Artificial intelligence is being widely used in digital marketing, but why?
Let’s discuss some of its advantages.
38% of consumers believe that customer service can be improved by using AI. Artificial intelligence and big data solutions can evaluate user search trends and assist digital marketers in identifying important areas where they should focus their efforts.
AI enables digital marketers to create innovative advertising campaigns across social media sites where the targeted audience spends their time.
Marketing automation is similar to refueling traditional marketing businesses with several new technologies. Using AI, all manual digital marketing tasks will be automated.
Digital marketers can use AI tools to utilize the data and target the right audience at the right time. Marketing teams can use artificial intelligence tools and solutions in digital marketing to find potential buys and send personalized content that meets their needs.
Retaining customers was a difficult task for digital marketers earlier. However, they can now effectively serve, delight, and engage them with AI-powered customer service Chatbots. As a result, more than half of digital marketing firms rely on customer service bots to increase conversion rates.
One of the most significant advantages of using artificial intelligence in digital marketing is that it analyzes competitors’ moves and helps you generate more revenue than before. Moreover, AI assists marketers in identifying patterns that are likely to harm the future of the marketing business.
As the world has shifted to digital marketing, AI plays an essential role in optimizing and rationalizing marketing campaigns. There are several artificial intelligence digital marketing tools that the world uses to eliminate errors and to promote their business efficiently.
Here is a list of AI tools for digital marketing that can help you boost your business:
Let’s explore these in detail.
With the use of artificial intelligence, Phrasee helps you write email subject lines creatively. In addition, Phrasee’s AI-powered NLG technology generates several human-sounding copy variations to fit your overall brand identity.
Moreover, It employs customized language standards for all consumers to guarantee that each delivered copy is accurate for them. And the algorithm is persistent, which means that when you send the outcomes to Phrasee, it analyzes the consumer behavior for the future.
Key Features
This artificial intelligence (AI) technology determines the items and services that your audience prefers at any particular time. The tool employs a formula to determine the best interests of each contact, which are constantly updated based on their search history.
Moreover, it provides the data you require to build focused marketing and sales efforts that boost response rate, conversion rates, and client preference.
Key Features
HubSpot SEO is a crucial AI tool for people in the content department. Machine learning is used to evaluate how searchers perceive and classify your content as HubSpot SEO assists you in outranking your competition by improving your search engine ranks.
Websites that arrange their material around key themes or topics are rewarded by search engines. HubSpot SEO assists you in discovering and ranking for the subjects that are important to your consumers and organization.
Key Features
Acrolinx is a platform for content alignment that helps companies scale and improve the standards of content.
Acronlinx uses artificial intelligence to assess existing material from your brand and ensure that it adheres to your brand guidelines. Afterward, it examines your available content to determine what works and where it may be improved.
Moreover, the tool gives real-time feedback and ideas to help you improve your writing and strengthen unconvincing pages.
Key Features
MarketMuse employs an AI-powered assistant to aid marketers in developing a content strategy.
The tool tells you the appropriate keywords to use in specific subject categories and advises target keywords for your content. Moreover, it identifies gaps and possibilities for additional material and ranks them based on their likelihood of impacting your results.
The AI analyses your work and compares it to hundreds of publications on a similar subject, and tells you what is missing on your website.
Key Features:
ChatFuel uses an intelligent bot to automate Facebook Messenger chats. It is a famous AI chat solution, powering 46 percent of all Messenger automation solutions. Furthermore, it lets you automate FAQs and sales discussions and links customers to sales professionals in a live chat.
Key Features
Albert AI is a software that produces marketing promotions for your company automatically. It analyzes massive quantities of documents and utilizes them to conduct self-optimized ads.
Albert allows you to feed in your targeted consumer and creative content and leverages information from its database to identify the essential qualities of a loyal customer. The company then finds potential consumers with those characteristics, conducts sample campaigns on fewer customers, improves the promotion, and posts it on a broader scale.
Moreover, Albert integrates with your current marketing technology stack, allowing you to continue using your accounts, advertising, social, search, and other tools.
Key Features
Running a business is a full-time job in and of itself. It might be challenging to keep track of your rivals’ activity.
Crayon is a popular intelligence tool that allows you to follow what your competitors do and avoid on their websites. It will enable you to track any competitor’s entire digital presence, capturing everything from new hiring, pricing, and products.
Key Features
Automated bidding eliminates the uncertainty and heavy lifting associated with creating bids to fulfill your performance objective. Unlike CPC bidding, there is no need to change bids for individual ad groups or keywords manually.
Google Ads automatically sets bids for your ads based on the chance of that ad resulting in a click or conversion that helps you reach a specified business objective.
Various automated bidding techniques can assist you in increasing conversions, clicks, and visibility.
Key Features:
Social media marketers understand that communication with customers is key to building genuine relationships. However, it can be a bit challenging to do it online. For that, digital marketers use Persado.
This marketing language tool employs AI and machine learning to generate language most appealing to any particular audience, sector, or person.
By evaluating previous campaign reactions, Persado generates emotional profiles for each consumer category. It may then tailor material for your target while incorporating your brand’s voice.
Key Features:
Artificial intelligence (AI) is already widely used in various industries, including healthcare, finance, retail, and e-commerce. It has created several chances for firms to get engaged in digital marketing.
Marketers have adopted artificial intelligence (AI) for their digital marketing strategies since it assists them in tracking client preferences and behaviors.
In digital marketing, AI delivers more significant customer insights and provides exceptional service to its clients. However, the use of a successful marketing plan has been a source of consternation for marketers. With the help of artificial technology digital marketing tools, you can get the necessary insight, reducing the requirement for human operations in deep learning.
As businesses, we operate in a continuously evolving digital landscape. Google Analytics 4 has been released and it’s creating waves among the analytics circles.
With its event-driven model, enhanced measurement capabilities, and AI features, GA4 is setting new exciting standards for analytics – and luckily for PPC enthusiasts also bringing better returns on ad spend ROI.
Check out this comprehensive article geared to help you maximize your success with GA4-powered PPC initiatives by mastering its many facets.
The conversion setup process in Google Analytics 4 has been drastically streamlined compared to its predecessor Universal Analytics. It is now easier to create, track and measure conversions all within one workflow.
For example, rather than first setting up destination URLs for successful conversions and then mapping them to goals, with GA4 you have the option of building separate “design goals” which can be later associated with respective events triggered by user actions on site.
This also eliminates manual effort involved in tracking various data points for individual PPC campaigns that are common sources of campaign data discrepancies.
One of the most essential tools in a Pay-Per-Click campaign is setting up Conversion events. Google Analytics 4 provides an intuitive interface for configuring conversion events, allowing PPC marketers to optimize their campaigns and measure success easily.
It includes options for a range of static or dynamic events such as leads, purchases, page visits and downloads ensuring comprehensive tracking capabilities that are tailored to each bit of data collected by the PPC advertising. Knowing what customers do after viewing targeted ads is key to profitability with conversion tracking!
When it comes to optimizing your pay-per-click (PPC) campaigns, tracking and measuring conversions are essential. With Google Analytics 4, you can configure conversion events that will help you understand the performance of individual PPC campaigns. To ensure comprehensive data, utilize cross-platform and cross-device tracking services for a full view of the user journey across all channels.
Through advanced reporting capabilities in Google Analytics 4, integrate custom dimensions and metrics for an in-depth assessment for each stage of the customer journey from awareness to ROI. Additionally, effective use of AI and machine learning features further refine conversion analytics with insights based on long-term predictive models where possible-allowing for more efficient budget allocations and increased ROI.
Google Analytics 4 introduces a faster and more efficient way of storing and analyzing data with the Event-driven Data Model. By swapping out the page view method for event-based tracking, GA4 helps businesses see their user’s entire journey through multiple engagements more clearly.
For PPC analysis, this facilitates a deeper understanding of your target’s behavior on both websites and apps; such as click rates, page views, or purchase outcomes that come after any given ad click.
In short, it offers a source of valuable insights to help you keep track of campaigns better & further refine your targeting strategy since it identifies & takes advantage of the patterns in consumer behavior backed by historical outcomes over time.
In Google Analytics 4, several new concepts are designed to provide further insights into how users interact with websites. Specifically relevant to Pay-Per-Click (PPC) campaigns, the enhanced user-centric approach provides opportunities for improved optimization and performance analysis.
With this approach, data is collected from specific individuals in datastores connected directly to each user ID, as opposed to a traditional “session” tracking that follows sequential user interactions during specific intervals of time.
This means even actions that took place long before or after an actual PPC session can be tracked thanks to the stored data from individual clicks related to ads run on your website.
Exploring new concepts in Google Analytics 4 can help pay-per-click (PPC) advertisers leverage the benefits of emerging technologies. AI technology is becoming an integral part in maximizing PPC success through its ability to analyze subjective text and large data sets. With GA4, marketers have access to powerful machine learning tools which can look at vast datasets from user behavior and accurately adjust campaigns for more precise target audiences and better return on investment.
Ultimately, the key goal with these sophisticated features is automation, taking out manual processes of A/B testing and optimization to save time and obtain valuable customer insights with minimal effort.
Advanced analytical methods such as predictive analytics further enhance GA4’s capacity that promises smarter decisions leveraging metrics such rate of custom churn or campaign performance for successful PPC marketing.
Google Analytics 4 (GA4) is built for a stronger integration with Google Ads. With the bidirectional linking of GA4 and Google Ads, detailed performance analytics can be delivered in great accuracy and predictive insights generated to enable effective PPC campaigns.
Seamless linking of properties on both platforms makes it easier for marketers to track conversions across different devices as well as slice up performance data by demographic attributes such as age or gender.
To make sure the data is captured precisely, tagging enablement must take place along various steps in tracking setup for accounts across different platforms such as ad servers like DoubleClick or online journeys properties providers like Engagedationz etc.
The full potential of integrating GA4 with client’s paid search traffic can only be harnessed if setup properly and timely revisions are made such as optimizing conversion tag implementation for various post-click attributes.
Leveraging the power of Google Analytics 4 data is essential to improve performance in Google Ads campaigns. By connecting your GA4 property and Google Ads account, you will gain access to valuable insights regarding user behaviors and actions taken immediately can act upon the data provided.
You can use this information to structure creative ad copy that appeals directly to specific target audiences as well as analyze which keywords deliver higher ROI or increase cost per acquisition (CPA).
Additionally, understanding significant shifts in consumer behaviors helps optimize PPC bidding strategies and leverage all available advertising mediums for maximum impact.
Google Analytics 4 integrates seamlessly with Google Ads, allowing valuable audience insights to be applied to PPC advertising. The data model of GA4 is event-driven and places more emphasis on a user-centric view where custom dimensions and metrics are utilized for granular insights related to site visitors.
Features of machine learning within GA4 generate automated reports which help optimize targeting efforts as well as gain an understanding of user behavior and demographics pertinent to the desired PPC goals.
Hundreds of segmentation options provided by GA4 further allow powerful targeting so you can hone in on who converts best through real-time analytics to inform decisions towards improving ROI across campaigns, product pages, and even key words associated with your brand strategy.
Google Analytics 4 comes with powerful, full-featured reporting capabilities which enable PPC marketers to have ultimate control over their campaigns. The Advanced Reporting offers granular insights and accurate information about many KPIs and trends of campaigns.
It includes detailed annotations regarding any abrupt changes in performance; custom dashboards showing core metrics; filters for deep investigation into behaviour categories; AI powered prediction modeling, just to name a few benefits. Adopting these advanced features helps make better decisions and ultimately ensures stronger efficiency and ROI from the Online Advertising exploitations.
Advanced reporting in Google Analytics 4 offers many great features to extract more informed insights about PPC performance. Technically, the limitations are related to available dimensions and metrics offered within GA4; however, with careful thinking and planning these can be enhanced with custom implementations.
It’ll allow users to push boundaries through advanced stringing techniques e.g report targeting Audience attributes directly at the Sessions level roll-up as opposed pre-descripted settings from given segments filters.
One must also make effective use of API for all their report creation needs since they tend to offer the highest form of flexibility than their out-of-the look counterparts. All combined, you can glean and derive high value insights regarding your PPC campaigns by leveraging these aforementioned methods inside Google Analytics 4.
Optimizing PPC strategies based on Google Analytics 4 insights is an essential best practice for achieving maximum PPC success. Through GA4’s effective combination of event-driven modeling, user-centric data and machine learning, it provides valuable audience insights which can be used to refine strategy around CTR/Relevance scores, keywords or search terms, campaign optimization, remarketing tactics and more.
This type of analysis ensures that customers are seeing the content they’re actually interested in while helping you optimize your overall return on investment (ROI).
With Google Analytics 4 (GA4), PPC professionals can better assess customer experience on mobile, desktop, and other media. In order to get an accurate picture of impressions and conversions resulting from effective PPC campaigns, robust cross-platform tracking capabilities should be utilized for comprehensive data analysis.
This will provide valuable insights into how customers search/shop buying habits vary for each platform which in turn creates greater precision when optimizing PPC efforts in the future.
A successful Pay Per Click (PPC) campaign requires a strategy based on facts backed by data and analysis. Google Analytics 4 is tools that provides PPC professionals with valuable insights to better optimize targeting.
Implementing data-driven decisions allows PPC professionals to monitor trends, identify weaknesses in campaigns and pinpoint potential areas for improvement as markets evolve over the course of a business’s life cycle.
By analyzing channels and campaigns consistently, analysts are able to better evaluate budget options as well as make smarter bids for ads when results trend effectively or increase bids if performance weakens over time. Through Leveraging GA4 data for insights into spending decisions is essential for the success of any PPC effort made by companies today.
To successfully execute a PPC advertising strategy, the most important action that needs to be taken by professionals is embracing Google Analytics 4 for data tracking and reporting.
The best practices one should pay attention to include incorporating specific optimization strategies based on GA4 insights, making the most of comprehensive cross-platform/device tracking data, and using analytically driven decisions to ensure ample improvements in campaigns.
Maximizing the potential of Google Analytics 4 is beneficial and will bring numerous long term success and positive ROI from your PPC activities.
PPC ad campaigns are complicated.
Getting started is easy enough. You can choose a small handful of keywords, set a campaign budget, and watch your advertisements roll out for users that are, presumably, relevant for your brand.
But if you’re interested in making the most out of every dollar you spend on PPC advertising, you’ll need to think critically about your keyword targeting strategy, your campaign budget planning, and more.
That also means making strategic changes to your PPC campaign overall so it performs better, ultimately earning you more visitors and more conversions for less money.
One of the most important concepts to understand in pursuit of this goal is impression share.
But what exactly is impression share and how can you maximize it in your Google Ads PPC campaign?
“Impression share” is a relative measurement of how frequently your ads appear in a given search engine results page (SERP) when a user searches for a relevant query.
For example, let’s say your ad is in position 1 for each search relevant for your settings – and you have unlimited funds to sustain this ad placement indefinitely. In this scenario, you’d have an impression share of 100 percent.
Obviously, impression share metrics are valuable. The higher your impression share is, the more frequently your customers are going to see your advertisements.
But when it comes to PPC strategy, maximizing impression share isn’t just about flatly increasing this metric.
That’s because impression share in Google is usually a byproduct of your ad Quality Score, your budget, and the nature of your competitors. Since you have no direct control over how many competitors are competing with you, and we can safely assume you’re already optimizing your ad Quality Score as much as possible, we can quickly identify the main problem holding back your impression share: budget.
Yes. If your only goal is increasing total impression share, there’s a very straightforward path to achieving it: spend more money.
But if you’re like 99 percent of PPC advertisers, this probably isn’t doable. You’re already spending as much money as you can afford on this strategy.
That means we need to take a different route. Assuming you can’t just throw money at this problem, how can you optimize and rearrange your PPC spending to make your impression share work in your favor?
Ultimately, this strategy boils down to increasing the impression share of your best performing keywords, potentially at the expense of decreasing impression share and spending on your worst performing keywords.
Let’s dig in.
First, why does this really matter?
In your PPC advertising campaign, you’re going to have some winners and losers. There are going to be some keywords and advertisements that return exceptional value to your brand, and some keywords and advertisements that are barely worth pursuing.
If you’re interested in getting the most value from the money you spend, it’s useful to move resources away from underperformers and toward your best performers. Maximizing impression share for your most valuable target keywords achieves this.
Maximizing impression share can also be a competitive advantage. If you’re running PPC advertisements in a highly competitive environment, it may be advantageous to get the highest impression share possible for a contested keyword; in this way, you can minimize the impression share for competitors’ advertisements.
The first step in the process of maximizing impression share for your best performing keywords is identifying your best performing keywords.
There are a few key metrics that are especially important in making this determination. The most straightforward indicator of value is conversion rate, since conversion rate is often tied to revenue.
There are many actions that can qualify as conversions, so it’s important to track all of them. Making a purchase, filling out a form, or even watching a video could be a meaningful user action that predicts revenue generation in the near future.
The higher the conversion rate is for a target keyword, the more generally valuable we can assume it is. Would you rather have 1,000 visitors on a landing page capable of achieving a conversion rate of 8 percent? Or 1,000 visitors on a landing page with a conversion rate of only 1 percent?
In Google Ads, you can do this in the Keywords report, where you’ll see a breakdown of all your target keywords – including conversion rates for those keywords. You can use filters to selectively ignore your worst performing keywords, and bring your best performing keywords straight to the top.
Depending on the goals of your campaign and the nature of your target audience, conversion rate may not be the only variable worth considering. You may also want to consider the value of each conversion, the value of different types of landing page behavior, and other factors.
Still, conversion rate is a great place to start.
In the Keywords report, you’ll also see a breakdown of impression share.
Ideally, all your best performing keywords would have an impression share of 100 percent – but we can pretty much guarantee this isn’t the case.
How can we push that impression share higher?
First, we need to analyze low impression share.
In other words, why are we seeing the impression share that we are?
You’ll need both Keywords and Campaigns reports to uncover more details.
These are the most important steps to take if you’re interested in maximizing impression share to improve the overall return on investment (ROI) for your PPC campaign.
Do you need help understanding which of your keywords are most valuable for increasing impression share in Google Ads?
Are you totally lost when it comes to doing deep dives into the analytics of your Google Ads PPC campaign?
PPC.co is here to help. Whether you’re thinking about starting a brand new campaign or you’re working out the kinks and negative keywords of a nascent Google Ads campaign that’s been running for years, we have the experts and tools you need to succeed. Contact us for a free consultation today!
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