Google was a fully organic search engine before the debut of Google Ads (previously Google AdWords) in 2000. There was not one advertisement to be discovered! Since Google’s climb to the top of the search engine industry, every marketer has wondered, “Do Google ads boost your SEO ranking?” and “How do Google ads improve SEO?” But that is not the case. Handing out money to Google Ads will not impact the organic ranks of your site.
SEO is vital for successful internet marketing since it increases your company’s chances of getting found, even if the optimization takes some time to perfect. In addition, PPC advertising allows you to reach out to clients more quickly and personalize your campaign on the go.
If you want to quickly generate visitors to your site, you might want to focus on PPC advertisements. However, SEO is the way to go if you want to improve your company’s internet visibility in the long run. Alternatively, invest your time and attention in SEO and PPC for a well-rounded plan.
This essay will talk about SEO and Google ads, how Google ads boost your SEO ranking, tips for using Google ads and SEO, etc.
Read our article to learn more about Off-page SEO at Wise Advertisement.
What is the Difference between SEO and Google Ads?
SEO is the practice of increasing the quality and quantity of visitors to a website from search engines, including Google or Bing. SEO approaches for enhancing rankings include content generation, technical optimization, link building, and other similar activities.
PPC advertising, in contrast, is a digital marketing technique in which marketers pay a set amount each time someone clicks on one of their advertisements.
While these two approaches are classified as search engine marketing (SEM), there are some significant variations between them.
To begin, sponsored advertisements (typically) are displayed at the top of search engine results pages, above organic rankings, modified by search engine optimization strategies.
Second, marketers who create traffic through advertisements must compensate for those site visits. Unfortunately, the same cannot be said for organic listings, which receive clicks due to gaining prominence via SEO best practices.
Third, the outcomes of PPC ads are immediate, whether it be awareness, traffic, conversions, or all of the above. But, once the promotion is over, a site’s metrics will almost certainly return to pre-campaign levels.
Businesses may not see desirable results on their SEO investment for months or even years with traditional SEO tactics, which can take months or even years to gain traction. But, once a company’s search optimization approach starts yielding results, the adjustments tend to be long-lasting and incredibly profitable.
What are the Similarities between SEO and Google Ads?
Before we talk about how Google ads boost your SEO ranking, let’s mention their similarities. There are some obvious similarities between PPC and SEO despite the fact that they differ in many aspects. A website’s marketing strategy frequently focuses on attracting visitors and converting them into customers. In both cases, the goal is to climb the SERPs organically, not through sponsored means.
Second, both SEO and PPC are keyword-focused techniques. Unlike advertisers, SEOs will also conduct keyword research to determine how to optimize titles, headers, content, technical factors, and other crucial on-site characteristics by using negative keyword lists. Keyword research enables advertisers to discover profitable keywords and irrelevant keywords to remove via negative keyword lists.
Following the description of the differences and similarities between SEO and PPC, let’s look at how they might work together.
How Can Google Ads Boost Your SEO?
Now, here comes the time to answer the question, “Do Google Ads help SEO?”
Research and Test Target Keywords
One of the most beneficial applications of Google Ads for SEO is keyword research. It is an impressive way for Google ads to boost your SEO ranking. It is a simple yet effective way that Google ads boost your SEO ranking. Your SEO campaign won’t be successful unless you target the right keywords for SEO and Google Ads. The Google ads Keyword Planner Tool is still a powerful tool for keyword research.
It is important to note that the keyword volume statistics supplied by Keyword Planner are a range and are often viewed as unreliable. If you seek more accurate results, use a tool such as Key search or SE Ranking.
Using Google ads, Keyword Planner is also relatively simple: enter your URL or some keyword thoughts, and Google ads Keyword Planner will create suggestions for you. You may then filter your desired keywords using the following criteria:
- Typically, search volume determines whether a keyword is relevant to your target audience.
- You must choose a keyword that is relevant to your business. Your brand doesn’t need to use keywords that are popular with your audience.
- The keyword competition must be manageable based on your budget and timeline.
Placing PPC ads makes Google ads boost your SEO ranking. By placing PPC ads, we can test whether our target keyword is relevant to our target audience, whether it has a high conversion rate and conversion rate threshold, and whether it’s competitive (the higher the CPC, the more competitive the keyword is).
Geographic Performance
There are several SEO categories. One is local SEO, which targets folks near any physical locations you may have.
60% of Americans look for local services and information on their smartphones and tablets, and 18% of all local SEO searches conclude with a sale the same day.
Even if you don’t have any actual locations to use for local SEO, you may leverage your AdWords geographic data to improve a local, national, or worldwide SEO strategy.
First, Let’s see how you can determine your AdWords geographic performance. You should consider the following factors for each site, whether it is a city, state, region, or country:
- Your conversions or revenue: Which locations generate the most significant number of signups or sales?
- Clicks, Impressions, and CTR: Is one geographical location more likely to click on your adverts than another?
Then, utilize Google Trends to discover what sorts of terms people use in those places to talk about your business or profession and if those phrases are becoming more popular or less common. Use this data to boost your on-page SEO and narrow your keyword goals.
Reach Local Leads
Google Ads will assist you in reaching more local leads. For example, providing services or selling items in a particular location. Google Ads can assist you in optimizing for that area specifically, which is more difficult to achieve with organic listings.
People who do a local search will see your ad first, and because most users use mobile devices, PPC advertisements will likely take up the bulk of the screen. Consequently, utilizing Google Ads will assist you in attracting rapid attention to your firm.
The Google My Business listings follow PPC ads on mobile devices, so even if users skip your PPC ad, they are likely to stumble upon your Google My Business listing afterward.
If people overlook that, your company’s website may appear farther down in the organic rankings.
Implementing PPC advertisements and ensuring your firm is included on Google My Business creates a threefold exposure, demonstrating to leads that your company can provide exactly what they want.
Your company will appear anywhere people look for their target inquiry. This not only demonstrates your company’s credibility, but it also instills trust and guarantees leads remember you.
Search Terms Report
Keywords are the phrases you’re targeting in AdWords, whereas search terms are the phrases consumers type into Google. Both of them help Google ads boost your SEO ranking.
So, while you may be targeting the term “women’s sneakers,” consumers are looking for “Nike women’s sneakers” or “women’s sneakers for jogging.”
The AdWords Search Terms report will show you the specific phrases activating your advertising, allowing you to target them with SEO. To see it, go to your AdWords account’s Keywords area and pick the “Search Terms” button at the top.
Do some words or phrases leave a substantial effect on you? What words are driving traffic to your site and resulting in conversions?
Recognizing (and targeting) these tendencies can help you understand how searchers – and Google – react to your PPC advertisements.
Remember that an excellent SEO strategy targets terms based on users’ desires, not just search volume. Short, competitive keywords like “sneakers” may generate millions of ad impressions and clicks. Still, it’s not worth focusing your efforts on organically targeting them if the people who search for them aren’t going through to your site and converting into leads or purchases. Moreover, ranking well for hyper-competitive keywords is difficult.
Personalization
One of the primary advantages of using Google Ads (even if you’re an SEO expert who ranks first) is that you can customize what your leads see. It is one of the significant effects of google ads on SEO.
Google has its criteria for determining which pages to show to leads. This can include out-of-date landing pages, material that isn’t precisely conversion-optimized, and so on.
When you use Google Ads, you may personalize your offer to the leads you want to attract. For example, you may direct them to the most recent landing pages, provide them unique benefits, and more.
Ad Clicks To Help Generate Backlinks
Backlinks are still one of the essential ranking elements in SEO, and link creation is more difficult than ever. It’s worth noting that today, the quality of inbound backlinks is more significant than the number, and obtaining connections from high-quality, authoritative sites is more difficult than ever.
Having said that, when someone clicks on your sponsored PPC advertisements and reaches your site, there’s a chance they will link to it or share it on their social media. In addition, it works the other way around: The more people search for specific keywords, the more likely they are to click on an organic search result.
Seeing both an ad placement and an organic result generates a sense that the brand is dependable, leading to many searchers clicking when they would not have otherwise. Also, even if the person searching does not click on your ad or link your content, they might still click on your organic result, delivering you vital organic traffic.
Boosting Organic CTR
Optimizing and making your heading (title) and meta description appealing are two key factors determining organic click-through rate. Your Google Ads campaign is often a fantastic area to test and collect information to improve your content.
If your PPC ad has a high Click Through Rate, it’s a good sign that it’s a well-written copy, and you can use the same strategy for the headline and meta description of your content. This will greatly enhance your organic search CTR, bringing in more visitors from your organic SERP results while also helping to boost your SERP ranking, creating a virtuous loop.
Remember that organic CTR is now an essential ranking element. That is, even if you have a high enough ranking on Google’s SERP, if you do not have a high enough CTR, you may be downgraded.
So, review your Google Advertisements account and utilize the data to identify trends or common features of ads that perform well in CTR. Then, use these findings to improve your SaaS content marketing approach and get a higher organic CTR. Of course, if you can’t uncover useful data, you may always run more ads and conduct more testing as needed.
More SERP Real Estate
But suppose your lead scrolls down to examine additional possibilities. They’ll visit your organic pages after seeing your ad prominently displayed in the SERPs.
The result is that Google Ads help your website to appear higher on search engine results pages. In addition, your business listing will also appear in organic search results when users skip past the ads.
You will expose your company to users twice by combining PPC and SEO. First, this method increases the likelihood that consumers will click on one of your company’s listings and visit the website to learn more.
How many times have you glanced at a page of search results and clicked on a specific business’s website because you saw it several times and believed it provided respectable services?
Combining SEO with PPC is highly effective since it encourages consumers to interact with your company and, as a result, delivers more traffic to your website.
Remarketing Opportunities To Improve SEO Performance
The robust retargeting (remarketing) function of Google Ads is one of its primary benefits over competing platforms.
Remarketing is the method of showing a targeted ad campaign to individuals who have visited your site or triggered specific behaviors, allowing you to successfully engage those who have visited your site but have not converted to your brand.
Increase Brand Awareness
You generate clicks to your website by using Google Ads for your business. When a person clicks on an ad, they are sent to your website, where they can discover more about your company.
This does not always occur because some visitors are distracted and bounce shortly after clicking on an ad, but as a general rule, users can become aware of your business using Google Ads.
Even if they do not immediately make an inquiry or a purchase, they will most likely remember your company when searching for comparable items and services in the future. Consequently, because they already know you, they are more inclined to click on your organic listings rather than your rivals.
Finally, using Google Ads may help you increase brand recognition, which can lead to more organic visitors in the long term.
How SEO and Adwords Work Together?
As you are aware, plenty of variables help Google ads boost your SEO ranking and may influence where a page shows in the search results. The website’s content, the amount and quality of links connecting to the page, and other factors all influence where the listing appears. However, the frequency with which the listing is clicked has an impact on its ranking as well.
Ads can indirectly raise a website’s ranking in the search results because they impact how often organic listings are clicked.
Even if we do not click on the first ad we encounter, it might still influence our behavior. Simply watching an advertisement boosts our familiarity with the brand. As a result, the next time we encounter an advertisement or a search result listing, we are somewhat more inclined to click.
In contrast, if we’ve seen an advertisement for a firm in the recent few days, we’ve been slightly more acquainted with that company. As a result, we are more likely to click on that company’s listing in search results, even if the search occurs several days later. We are more inclined to click on what we are familiar with.
When advertising from the same firm appears near organic listings from the same company, our click behavior changes: we are more inclined to click the ad.
In this way, adopting Google Ads will indirectly improve the ranks of your organic results. This, in turn, will improve the amount of organic traffic your site receives from Google. In addition, paid search can improve organic search results.
How to Use Paid Search to Help Organic Search?
This click behavior exposes one of the most effective techniques to boost visitors to your website. It’s an SEO technique that doesn’t need you to create fresh content, wait months for pages to be re-indexed, or use any technical SEO tricks. Instead, you must consider your page’s title tags and meta descriptions as ad material.
By optimizing these text areas for clicks, you will raise your pages’ search results (just like you would in ad copy). As a result, your pages will receive increased organic search traffic. According to one SEO company, even providing a lengthier meta description may raise CTR by 36%.
Does Google Ads Can Boost Your SEO Results?
Google has often stated that PPC advertisements through Google Ads will not directly improve your Seo rankings (that is, your organic search ranking). But that does not mean that there aren’t methods to use Google Ads to boost your SEO results.
The fundamental idea to grasp here is that the situation of SEO against Google Ads, like the problem of paid versus organic in general, is one of time versus money. SEO is the less expensive (and often completely free) option, but it can take months or even years to see any substantial results.
Google Ads, on the other hand, nearly guarantees quick results as long as you have the cash. But, if you don’t manage your PPC advertisements properly, they may be incredibly expensive. The goal here is to strike the proper balance between the two.
Some Tips for Using Google Ads and SEO
Analyze and Learn from Your CTR
You may customize the text on your website to your customers’ demands by evaluating the click-through rates for the advertising you’re running. First, divide the ad clicks by the overall number of impressions to get the click-through rate, which is commonly used to determine ad relevance.
Examining click-through rates might help you discover which of your adverts produces the best results. Based on this knowledge, you may develop a copy that truly answers people’s inquiries and solves their issues.
Note: Don’t forget that relevant advertisements equal lower cost per click. Google appreciates it when you give relevant information to its users!
Optimize Your Content for Relevant Keywords
Choosing appropriate keywords to drive traffic to your website is critical to running a successful Google Ads campaign and helps Google ads boost your SEO ranking. Once you’ve discovered which keywords performed effectively for your advertisements, you can employ variants of them and long-tail keywords to gradually enhance your organic search ranks.
Long-tail keywords can assist you in boosting your SEO results, particularly if you’re starting. For starters, employ long-tail SEO and commercial keywords for Google Ads.
Eliminate Irrelevant Keywords
Your SEO efforts should include not just discovering and utilizing the best keywords for your content but also removing low-performing keywords.
When you start collecting data on the best keywords for your ad marketing campaigns, you’ll realize that some don’t drive new visitors. Add them to your list of negative keywords so you may concentrate on keywords that bring results for your brand.
Remember that Google is modifying certain things, so you may be unable to identify negative terms with just a few views.
Write Compelling Ad Copy
Take note of your website’s content and how it influences conversions. Then, don’t be scared to examine your present results and make changes, particularly regarding landing pages and advertisements.
Focus on Your Geographical Performance
You’ll be able to learn which parts of the country (or the world) produce the most sales or signups by monitoring your geographic success in AdWords. You may also check if one geographical location clicks on your adverts more than others.
With this information, you can utilize Google Trends to observe what types of terms users are looking for in those specific places and which phrases are losing popularity simultaneously. This data can assist you in fine-tuning your keyword strategy and improving your on-page SEO.
Make Your Title Tags Like AdWords Ad Headlines
Which headlines generate the most clicks in your PPC campaigns? For example, do your “free shipping” headlines work better or worse than ones that offer “full refund”?
Once you’ve noticed patterns, reproduce them in your website’s meta title tags to boost organic search CTR.
Returning to the “free shipping” vs. “full refund” scenario, your updated title tag for a product category page would look something like this: “Full Refund| Store Name | Women’s Running Shoes”
Make Your Meta Descriptions Like AdWords Ad Descriptions
Examine your AdWords statistics once more to see which ad descriptions are getting the best CTRs.
Which selling aspects resonate with customers? Do they like short, quick lines or lengthy, intricate ones? Whatever trends you discover, include them in your meta descriptions.
Make Your On-Page Content Like AdWords Keywords
The impressions, click-through rates, and conversion rates of your keywords can assist you in determining which phrases are most frequently used by your target audience and which are the most valuable.
Suppose you don’t have a lot of money to generate enough traffic to evaluate conversion rates. In that case, you may look at the CPC of each phrase to assist in differentiating between high and low commercial intent keywords.
PPC and SEO Services in Phoenix, Arizona
While Google Ads will not directly boost your SEO performance, there are several methods PPC might impact your SEO performance indirectly. First, Google Ads can help expose your material to more consumers, increasing the possibility of individuals sharing or connecting to your content and gaining important backlinks.
PPC advertisements may also assist in balancing out the long-term nature of SEO, shortening the length necessary before you can produce traffic and conversions.
If you don’t know how to do all the work that was described or you don’t have the time, you can leave it to us. The Wise Advertisement agency offers various PPC services to its clients. Our PPC and SEO experts will handle your accounts for you so your website can appear on the first page of Google; in addition, bring more revenue for your business through Google ads. To contact us and get a free consultation session, you can go to our PPC management Phoenix page and complete the online form.
