How to combine Search Engine Optimization with your advertising strategy in Google
Magali Kajingu Enciso

How to combine Search Engine Optimization with your advertising strategy in Google

As a digital marketer, if you specialize in the area of PPC advertising, you’re probably caught up most of the day between biddings, CPC, ad groups and other search ad campaigns specificities. But are you aware that even as a PPC expert, Google Search Engine Optimization should still concern you?

You probably are. As a matter of fact, you’ve probably asked yourself how to combine your organic traffic with your Google Ads strategy. Well, in this article, we’re giving you key tips to help you make the most out of organic searches in the context of ad campaigns, to achieve a complete and effective Search Engine Marketing strategy. 

The place of Google Search Engine Optimization in advertising strategy 

Let’s start with a quick reminder. Search Engine Optimization is the process of improving the quality and quantity of traffic to a website or a web page from search engines. It includes many areas from link building, content strategy to keyword research. 

Now, if we put it in perspective, it only represents one of the many levers of a well curated digital marketing strategy. The goal of every marketer is to generate as many leads as possible and to get them to convert, isn’t it? While many companies focus on getting paid traffic from ads, it is also important to remember that SEO leads have a 14,6 % close rate. Organic traffic can bring you many new customers, that’s why positioning your business on the Internet by optimizing your website and blog is a task to add to every marketing specialist’s to-do list.

Knowing this, the question isn’t anymore about whether to put the emphasis on your Google Search Engine Optimization strategy or on your advertising plan. It is rather about how to restrict or take advantage of organic traffic in your search ad strategy when needed. 

How to exploit organic traffic in your SEA strategy

Having a well-defined Google Search Engine Optimization strategy can actually be helpful for your advertising actions. If you’re willing to, taking advantage of your team’s SEO strategy and actions can push your advertising campaigns even further. You may be looking to boost your visibility, adjust your ads for an even better conversion rate, or pursue any other objective. The key is to have the right tools to leverage this powerful source of information. 

One of the main constraints of that kind of action could be the workload and dedication it implies. Is it possible that you’re not leveraging organic traffic data as much as you could, not because you don’t want to but simply because you’re lacking time? You’re probably not the only PPC expert in that situation. Fortunately, we have a way to help you get the information you need without compromising your time.  

What if we told you that you could actually rely on Artificial Intelligence to help you analyze thousands of terms at a time? Well that’s exactly one of the things our Keyword Management Platform can do. By combining the load of information extracted by Google Search Console and our platform’s powerful algorithms, you can not only have a snapshot of all the keywords pointing to your domain, but you can also easily identify and select (or even let the platform do it) the relevant ones to include in your ad campaigns. 

kw locator + search console kws list

When and how to restrict organic traffic in your SEA strategy

In some other cases, you might want to avoid organic traffic intervening in your advertising actions. Part of your company’s digital marketing plan is probably focused on having a SEO strategy right on point! Thus you certainly have a considerable amount of keywords bringing valuable organic traffic to your website. As a PPC expert, if you’re not interested in taking advantage of it, you need to put actions in place to avoid any alteration.

You’re probably wondering what actions to undertake in order to inhibit undesirable effects. The answer is pretty simple; its execution however… not so much. You only need to take into consideration all the keywords currently positioning your domain through your SEO strategy and exclude them from your current active SEA keywords. Screening and sorting out all the keywords manually you manage in your SEM plan represents an immeasurable amount of work. In this scenario, relying on technology might be a good alternative. Our product allows you to conduct actions at a greater level than you could ever achieve on your own. 

Let’s take a look at our Keyword Locator feature for example. Based on all the information provided by Google Search Console, it is capable of dynamically analyzing and identifying all keywords already positioning your domain and placing them in a dedicated list to ignore. That way, you can avoid bidding on keywords already doing their job, without having to go through the trouble of sorting them out yourself.

ignore list

As you can see, taking your Google Search Engine Optimization strategy into account when establishing your advertising plan is actually key. Whether you decide to ignore it or exploit it, it is essential to have at your disposal the means allowing you to manage this considerable amount of information in a relatively decent time frame. If you’re interested in knowing more about how our Keyword Management Platform can help you, don’t hesitate to get in touch with us!  

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