When planning how to market online, companies have a few different options. Two major ones are search engine optimization (SEO) best practices and pay-per-click (PPC) advertising. When used in tandem they can be advantageous because they help with paid and organic search engine marketing. However, it can be difficult to figure out where to put time and effort between the two.
Here at WTM Digital, one way our experts balance the two strategies is by using Google’s Data Studio report. We analyze keywords from accounts that use both our SEO and PPC marketing services to see where they could either save money or better spend their budget. Each report is unique and tailored to our clients. Read on to discover how we use this analysis to help clients optimize their accounts!
The Intersection of Optimal SEO and Ad Performance
To begin our analysis, we create a graph of keywords that relate to a company’s account using the Data Studio tool.
The green box labeled as the Core Quadrant above is where search terms appear if they are meeting ideal conditions. This is when the costs per conversion for these keywords are under budget, and the business also appears on the first page of Google’s organic results.
Often, terms that have to do with brand names are in this area. These and others in the box are ideal, as both organic and paid search are working together to give the best results possible.
Finding Opportunities with SEO Performance
After this, we look at keywords in one of the yellow quadrants, labeled SEO Opportunities.
The company is appearing on page one of Google’s search engine for these terms. However, the cost of each conversion for these keywords is above the client’s $6 goal and ranges even up to $100.
For all of the keywords in this area, it would be beneficial to pull back on spend. The client could be achieving these conversions partially or completely organically, which greatly reduces cost.
Identifying Opportunities for PPC Conversions
The next area is the other yellow square in the upper-lefthand corner, PPC Opportunities.
These keywords have conversions that are within budget, but the company’s website appears on the second page of Google for them. This would create a PPC opportunity for the client. We would put pay-per-click ads on the first page of the search engine results to drive more conversions.
We suggest that the budget that was saved from the terms in the SEO Opportunities quadrant be pushed into the PPC Opportunities quadrant. This will lead to more conversions from these keywords while still remaining at or under budget.
Talking about Problem Keywords
Our final area is the red rectangle labeled Monitor & Discuss.
The client’s website appears on page 2 for these keywords and their costs per conversion are more than the set goal.
We like to discuss with our clients what their intentions are with terms that appear in this box. If they think the keyword is absolutely necessary, we look for ways to keep it. However, if they are not vital we take them out of the account.
Bringing Everything Together
By using Google’s Data Studio and our experts, we can analyze which keywords benefit, could benefit, and don’t benefit clients. This is part of the bigger picture of making sure that our SEO and PPC efforts are working together to help our clients toward success.
SEO and PPC strategies are two of the most common parts of digital marketing. What is uncommon is how our team at WTM Digital uses different tactics and ideas for both of these methods to help clients succeed online.