How To

Google Ads, SEO, Keywords and You - A Strategic Approach

Simply utilize the keywords from your SEO program to develop a Google Ad campaign. Continuously refine the ad campaign, and incorporate the performance of keywords back into your SEO program.

A Quick Refresher on PPC and SEO 

The synergy between Google Ads and search engine optimization (SEO) has become increasingly crucial for understanding and targeting user search intent. With the advent of generative AI technologies like ChatGPT, Microsoft CoPilot, Bing's Google Search Experience, and now Gemini, it’s important to provide search engines and ad servers the ability to decipher the true meanings behind keywords and phrases, thereby refining the accuracy of search results and ad placements.

Both PPC and SEO utilize keywords to match user search queries with relevant content and advertisements. Despite the match type shift from exact match to broad match types, Google's sophisticated algorithms excel in aligning ads with the user's specific search intent and context.

Your SEO strategy delves into a website's structure and content relevance across various topics, ensuring each page is optimized around primary keywords and a supportive cluster of related terms. This approach forms the semantic core of a website, crucial for both SEO and PPC campaigns.

SEO to Google Ads 

For businesses, a strategic Google Ads campaign begins with selecting a primary keyword from the webpage that promotes a specific product or service that you’re trying to advertise. The campaign then expands to include the entire keyword cluster relevant to that page. Tools like Google Keyword Planner provide insights into search volume and cost-per-click, aiding in the refinement of both PPC and SEO strategies based on performance data. This exemplifies the dynamic interplay between PPC ads and SEO in driving targeted traffic and enhancing visibility.

Insights from SEO and Google Ads can Optimize Both Efforts; Examples

SEO Insights Enhancing Social Media and Google Ads Strategies

A boutique fashion retailer discovers a surge in organic traffic for "sustainable fashion brands." Utilizing this insight, the retailer crafts a couple Google Ad campaigns targeting this emerging trend. The ads focus on the companies commitment to sustainability, directing users to a dedicated landing page that highlights their eco-friendly collections. This targeted approach not only improves ad performance but also aligns with the brand's ethos, attracting a like-minded audience.

Google Ads Insights Informing SEO and Social Media Enhancements

Upon identifying a strong performance for "eco-friendly home cleaning products" in their PPC campaigns, an online retailer integrates this keyword into their content strategy. They expand their website to include a comprehensive guide on sustainable living, product reviews, and user testimonials. This enriched content not only boosts SEO rankings for related searches but also fuels content for social media, engaging a broader audience interested in eco-friendly living.

More examples in Revolutionizing Small Business Marketing: Harnessing Generative AI for Competitive Edge

Where to Start: Google Ads or SEO? 

The choice between prioritizing Google Ads or SEO hinges on immediate needs versus long-term goals. Google Ads offers quick visibility and is cost-intensive, while SEO promises sustainable growth without direct costs. Starting with Google Ads requires identifying target keywords, budget planning, and continuous optimization of the campaign to ensure the landing page or website effectively converts traffic. Conversely, SEO is based on content plan and ongoing refinement to align with search trends and user behavior.

7 Steps to begin Your Google Ads Campaign 

1) Determine which product or service page you want to send ad traffic to.

2) Select the the primary keywords and associated keywords from your Semantic Core or develop a keyword cluster for the targeted product or service 

3) Use Google’s keyword Planner to select keywords that meet you budget and search volume objectives 

4) Develop the ad using Google’s campaign builder 

Important Note - where will users land when they click on your ad: the existing product or service page or a targeted landing page? A targeted landing page can increase conversions by including specific information related to your ad copy, a specific and clear call to action, and additional information to increase engagement and conversions 

Once your Ad is running continuously, begin and continue to optimize the following;

- Keyword Analysis

- Keyword Bid Adjustments

- Ad Copy Refinement

- Audience Targeting Adjustments

- Landing Page Conversions

- Negative Keyword Implementation

- Geographic Targeting

- Budget Allocation

- Network Targeting (e.g., Search, Display)

- Ad Format Adjustments (including Text, Image, Video Ads)

- Device Targeting Adjustments (Mobile, Desktop)

- Ad Schedule Optimization

- Placement Adjustments (websites, channels)

- Remarketing Strategy Adjustments

- Conversion Tracking Optimization

- Quality Score Monitoring and Improvement Strategies

Use results from keyword performance to optimize your SEO for the product or service 

Cruxdata: Simplifying Your Google Ads Journey

Cruxdata leverages AI-driven insights to offer cost-effective Google Ads services that incorporate valuable SEO insights, making it easier for businesses to initiate or enhance their digital advertising efforts. Get a SEO report with your Google Ads campaign report.  This integrated approach ensures that businesses not only attract targeted traffic but also build a strong online presence aligned with user search intent and preferences.

Preston Derrick