AdWords now allows you to access a report within the interface that displays organic and paid keyword/query data all in one place. Here are five different ways to enhance PPC using the SEO data and metrics the report provides:
1. Ranking Reports
You can now find up and coming competition in your niche and include them in you competitor strategy. In your web ranking section of the report for organic keywords, pick out the terms where your SEO rankings are slipping. The slip in ranking may be due to new competition entering the vertical experimentally before ramping up their PPC ads.
2. New AdWords Organic Vs. Paid Report
Utilizing this report allows you to see how successful any given term is when ranked together organically and in paid search results. Save yourself some trouble by finding terms where you would not be as successful without representation in both mediums. There is no need to pay for keyword clicks in PPC for terms you are already ranking highly for organically.
3. Geographic Targeting
The report allows you to look at organic search traffic from a location standpoint. By picking out areas of opportunity where traction is picking up or your brand is gaining search volume, you can more directly target this growing audience. Increase ad copy and bids based on conversion and performance data.
4. High Bounce Rates
Check out bounce rates on those pages when looking at your conversion process and keep more customers in the funnel by plugging the holes. Not many search managers reference this data when analyzing areas for improvement but improved conversion rates are good for all types of traffic sources, not only PPC.
5. Slow load issues
Your quality score will affect your rankings. The report highlights site speed problems in Analytics. Get ahead of the curve, find and adjust pages with low site speeds before your quality score dips. This is another metric search managers only look at reactively.
Maple Forest (http://www.maple-forest.co.uk/) is a dedicated Pay-Per-Click management agency, a rare beast in its own right. We put our money where our mouth is with our performance-based billing model: pay-on-results PPC. Our expertise is in ROI-focused PPC campaigns for ecommerce.
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Company Name: Maple-Forest.co.uk
Contact Person: Benjamin Wrights
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