How to Set-Up Actionable Paid Campaigns for Search Engine Marketing
Pay Per Click (PPC) and Search Engine Marketing (SEM) are powerful digital marketing channels that are interconnected thoroughly. Their sole aim is to attract users – and potential customers – towards your e-commerce website. Since PPC is considered to be a luxury, marketers tend to go along with alternative routes to drive traffic towards their website.
Despite this myth, PPC management services are as affordable as any other marketing strategy. PPC can, therefore, be combined with SEM in order to try out and assess several new routes and actionable campaigns for a larger target audience. Most SEO marketers fail to see the importance of an already set-up paid campaign for the promotion of their website. In true sense, PPC and SEM are almost alike – they use similar marketing tools, but with different strategies and perspectives.
Mentioned below are a few ways that can guide you to set up actionable paid campaigns for Search Engine Marketing without costing you a fortune.
1) Analyze Your Search Query Report
Okay, first things first – a majority of SEO professionals prefer using Google Ads to discover long-tail keywords for their product campaigns and copy on their websites. This practice allows you to assess the importance of those keywords that are responsible for bringing you a considerable amount of traffic. In order to set up a logical PPC campaign, your team of SEO practitioners needs to assess the Search Intent instead of the Search Volume alone.
For instance, there are times when a long-tail keyword is ranked higher on Google without any intention of redirecting the user towards a product page or e-commerce website. Sure, the keyword has around 50K searches, but its impressions and click-through rates are clearly nil. Keywords that convert leads into sales are more important than those that are out on the internet with maximum volume and don’t serve any purpose.
As an SEO marketer, your job here is to create a PPC campaign that will focus on keywords – even if they have low search volume – that will link users to commercially available websites.
2) Google Console vs. Google Keyword Planner
Google Keyword Planner delivers search engine optimization SEO services by giving you monthly stats analyses. Skip to Google Console or any of the third-party keyword volume enthusiasts such as SEMrush or Ahrefs.
While Google Keyword Planner allows you to assess your users based simply on their search volume, Google Console lets you analyze them with responses to their clicks and impressions. For instance, Google Keyword Planner might allow you to disagree with a keyword just because its search volume is lower than 100 or 10, but Google Console might reveal its impressions and clicks with a little positivity as well.
There is a possibility that lower search volumes might get more impressions than those that are ranked on higher pages on Google. Comparing your search data on different search party tools might lead to different results, and this might help you to choose better and wisely. For instance, Google Keyword Planner might show that XYZ keyword has a volume of around 700 in user search results, while Google Console might be wary against that with an exhaustive number of impressions/clicks worth 8K.
Despite the low number on Google Keyword Planner, this keyword delivered impressions and clicks that you perhaps wouldn’t get with a high ranking number. Impressions/clicks and Ad campaigns are more authentic, and therefore, will help you attract traffic in more ways than one.
3) Assess Opportunities for Both Tools:
Instead of going for higher ranking keywords for your organic SEO campaigns and lower ranking keywords for PPC Ad campaigns, why don’t you use tools that will give you information that’s not too generic? Google Keyword Planner is generic – and there is certainly no debate about it. It would have been – and has been – pretty useful when digital marketing was still relatively new for SEO marketers.
Today, times have changed. People require data that is not mainstream. They want to dig up data regarding their users so they know what their target audience wants. Most SEO marketers spend money on ad campaigns that don’t bring out the best of their website. They think that the campaign would need more time, effort and money, but that is not true. They’d be willing to spend a fortune on baseless ad campaigns without catering to third-party sources for confirmation.
This is probably where PPC management services enter and become authentic for turning up against the usual. What seems to you as ordinary might be extraordinary and worth spending money on – even if it is timed and just a low-cost bidding opportunity.
PPC searches simply tell you how the keyword functions instead of laying out generic search results. Just because a keyword hasn’t been searched often organically, doesn’t mean that it hasn’t gained enough attention from its users. The competition is pretty low in Google Keyword Planner, which is why it emphasizes generic monthly search results.
In PPC Ad campaigns, the competition is quite high – these keywords might seem insignificant at first, but if you take the results of their conversions and leads into consideration, you will find that the tables have greatly turned. Similarly, getting these keywords to do your bidding is also a tough task – there is so much competition out there and basically, every SEM practitioner wants them to draw traffic to their website.
So, what should SEO marketers do? Well, for once, SEO marketers can actually take the leap to link and rank these high conversion-rating keywords organically. Once these keywords are ranked higher, PPC campaigns wouldn’t be as costly as they are today. SEO Marketers would then find a link between the two, especially for commercial purposes, which can then work both ways equally.