25 Methods to Use AdWords Details for SEO
By Tom DemersAugust 27, 2012 Published In: AdWords Tips Comments: 10
45
inShare
One often-mentioned best practice for SEO is to use a test PPC way to �get some initial data� about a question space, and individuals regularly talk about the fact that you can get useful concepts for your natural optimization initiatives by looking at pay-per-click data.
But Search engines AdWords provides users a ton of data (some would say that for small companies there are actually too many options and data points), and many individuals who are not PPC experts do not know where some of the most useful gemstones are invisible. Beyond that: while there is regularly a lot of overlap between PPC and SEO data, not all of the details in an AdWords consideration is actually useful for someone looking to improve SEO outcomes (and some of it can be absolutely deceiving when applied to SEO efforts!).
In this publish, I�ll walk through 25 particular factors within an AdWords consideration that SEOs and incoming promoters can create use of in improving for seo.
1. Segments
Segments are a way to add a variety of additional series of data to a view within AdWords. A several of exciting sections for SEO are:
Search Conditions Coordinate Kind � Discover out how different match kinds for different look for phrases execute. Based on how an offer is organized, this might tell you a lot about head terms vs. the end for a particular term. For example if a high-traffic keyword and key term transforms and pushes guests for the exact match but not the wide and term printed editions, it might not have much of a �tail,� which could have a big impact on your overall technique.Devices � You might have some overall concept of how much guests comes from cellular phones by looking at statistics, but by applying a device area you can easily see how many of your PPC alterations come from cellular and whether that area transforms cost-efficiently. Maybe you see that cellular transforms really well on PPC because the pay-per-click people have created a exclusive cellular website experience that you are not (but could be) using for SEO.
2. Filters
Similar to the way you can in Succeed, AdWords allows you to create a quick narrow to percolate up exciting pieces of data. For example you might create a narrow for high-traffic, high-cost look for phrases that do not turn. Some of those look for phrases that came returning as champions in your SEO research might be popular terms that do not actually turn for your/your customer's website. By creating a narrow for look for phrases with no alterations and organizing by price you can see the poor performers easily and leave them out of your SEO technique.
3. Click-Through Amount (CTR) On Ads
You can look at your click-through prices on particular ads to get a feeling of which statements and explanations perform the best in getting guests to just click, then you can implement that texting to your headline labels, on-page statements, and meta explanations.
4. Click-Through Amount (CTR) On Keywords
Similarly, looking at the click-through prices of certain look for phrases within your accounts will tell you which terms have the best relationship between the key word and the ad written text. You can use this to help better map the texting of headline labels and meta explanations to particular look for phrases you are focusing on on particular webpages.
5. Keywords With Excellent Regular Cost Per Click (CPC)
By looking at the common price per just click (note: this is different from the Max CPC) for look for phrases, and specifically by determining the look for phrases that have the biggest average CPC, you are seeing terms that are costly (and likely competitive) and that whoever is handling your AdWords consideration is willing to pay top money for. This probably indicates they are valuable! Try to discover out why the PPC people are paying so much for those terms. You might see right in the cost/conversion line that they are driving plenty of cost-efficient alterations, or you might understand from speaking with the consideration administrator that while the alterations price a little more, those tend to be the finest high quality brings.
6. Keywords With A Huge Number Of Impressions
If you are seeing that a particular term has a ton of opinions, it might be value searching into a bit further. Obviously if the opinions are high, the mouse clicks are high, and there are plenty of alterations too, that is probably a excellent term to try to position for. But what if the impact complete is high but mouse clicks are low? Take a look at the SERP and see why that is. Maybe it�s something that does not perform well for PPC but that you could focus on with an informative piece of material for SEO. Or maybe it�s just a wise decision for a weblink lure (lots of individuals are searching for the term, so maybe there happens to be problem your material can solve).
7. Excellent Quality Score, Excellent Quantity Keywords
In AdWords, Quality Ratings are mainly a function of click-through rate, but the importance of a keyword and key term to the ad duplicate and website it�s associated with are also factors. This implies that look for phrases with top Quality Ratings that generate huge numbers of guests and alterations are value analyzing more carefully. You can see the ad written text > keyword and key term > website relationships that produce the biggest Quality Ratings and get a feeling for what they are doing right.
8. Text Ad Copy
Once you look at click-through prices and Quality Ratings, you can start to get concepts into the particular ad statements that have and have not proved helpful well. This can obviously notify your headline labels, but it also gives you knowing into the factors that speak out loud with your guests (and the factors that don�t) which can help notify texting within your pages� statements, duplicate, and even provides and calls to action (CTAs). Are the �Try it Free Today� CTAs operating a lot better than the �Learn More� CTAs? Use that language for the provides on your pages!
9. Advertising Ad Performance
Similarly, looking at the ad innovative that has and has not proved helpful within your display system strategies can provide you with some knowing into the kind of texting your leads reply to (or don�t).
10. Location URLs
The Search engines AdWords destination URL report can explain to you which particular URLs (and consequently getting pages) are transforming the best. This can be incredibly useful information � you can look at the factors these better transforming webpages are doing well and use some of the same elements in your SEO webpages (tweaking the layouts of those webpages to suit the high-converting PPC pages).
11. Transformation Value
As you look at AdWords consideration data it�s essential to know what the different conversion statistics mean so that you can easily see which look for phrases, ads, and squeeze webpages are producing the most brings and revenue. Transformation value is exactly what it sounds like: it�s the result of a particular value that the PPC administrator has placed on each of alterations within the consideration (this might be revenue for an e-commerce website, or it might be a money value placed on different kinds of brings for a B2B company). This is an essential measurement because often the value resulting from alterations is different than the raw conversion somme (if you have revenue and publication sign-ups listed as alterations, those two alterations have very different revenue and business principles to you).
12. Transformation (1-Per-Click)
Again knowing the different conversion statistics and language within the AdWords consideration is very helpful in getting concepts into what is and is not working: Transformation 1-per-click basically represents exclusive alterations from a given technique, ad team, keyword and key term, etc. So for example if someone mouse clicks your ad in reaction to a look for for �cat food� and then signs up for your pet shop's publication, then eventually purchases some cat meals from you, that matters as one conversion in the �1-per-click� line even though they took two actions.
13. Transformation (Many-Per-Click)
Conversely the Transformation Many-Per-Click data point represents the count of alterations from an offer, ad team, keyword and key term, etc. So in the example above, you would see 2 many-per-click alterations because the browser finalized up for a publication and then bought cat meals, effectively transforming twice.
14. Transformation Value / Click
Looking at the conversion value / just click can help you get a feeling of what the most precious guests is. The look for phrases delivering the biggest value per just click may be value discovering even if they send relatively little overall guests (or clicks).
15. Transformation Value / Cost
Seeing conversion value / price can help you recognize possibilities for high-value alterations that are costly with PPC. A higher value/cost rate may mean that you have some high-quality guests in a keyword and key term vertical that is not that aggressive (frequently, but certainly not always, comparative competitors for commercial terms is identical in PPC and SEO).
16. Placements
Looking at an AdWords account�s positioning data can be incredibly useful for SEOs � you will discover outreach/link building objectives, and by looking at the �managed placements� (placements that are being managed and bid individually), the performance of the automatic positions, and even the exceptions and seeing how they execute you can get a wise decision of what kinds of websites are actually transforming and delivering high quality guests, which you can factor into your material promotion strategies. Here again speaking with the PPC administrator to get a feeling of what kinds of websites have and have not proved helpful can be incredibly useful as well.
17. Retargeting
Search retargeting can help you create your SEO initiatives keep operating tougher for you, and discussing data here can be important.
18. Attention / Market Data
Within the display tab is a sub-section called �Interests & Remarketing� and a subsection for �Topics�:
In these areas you can understand about the performance of certain material groups, remarketing sections (which might be factors like individuals who made a purchase One week ago, shopping trolley solution application abandoners, trialers who did not buy, etc.), and interest groups (which are based on the kinds of material a particular guest typically visits). The performance of different interest groups, material groups, and even remarketing sections can really help you to better comprehend the kinds of leads who will be the most likely to turn (so that you can create material for and focus on look for phrases those guests are likely to look for on).
19. Keyword Tool
As an SEO you are probably already familiar with the AdWords keyword and key term device, but by being finalized into your AdWords consideration you can get personalized outcomes relevant to your website and your AdWords consideration, which might discover a little bit different and better concepts.
20. Traffic Estimator
This lets you see approximated just click, impact, and price statistics for a given keyword and key term. Your own AdWords details are more precise than any of Google�s tools, and often this is just like looking at volume and competitors in the keyword and key term device, but these reports can provide you with an concept of competitors (higher costs are partially driven by promoters competition) and comparative volume.
21. Placement Tool
Even if you are not operating an comprehensive display technique (or any display technique at all) the AdWords positioning device can be a really exciting weblink sales option. It works very in the same way to the Search engines keyword and key term device, and allows you to put in a term, URL, or classification and get returning appropriate websites. Sites that are carefully relevant and are operating ads through AdSense might work well weblink partners.
22. Contextual Targeting Tool
The contextual focusing on device is also developed for the display system, but gives you concepts for groups of look for phrases to create for display strategies. Since the device is developed for the display system you want to proceed very carefully in analyzing the suggestions, but you can often come up with some guidelines for styles � either pails of look for phrases to focus on on a single web page or a collection of material to create.
23. Opportunities Tab
The possibilities tab is not always full of great possibilities for your AdWords technique, but it can explain to you some exciting keyword and key term concepts that are not currently being targeted by your AdWords technique. This might be because they are costly, not far too appropriate, etc. � but they might be excellent material concepts, or they might be less costly to position for naturally than they are to buy guests for via PPC, so it�s value taking a look.
24. Time & Geographical Performance Data
Within the AdWords dimensions tab, you can easily get performance data promptly statistics (day of the week, hour of the day, etc.) as well as data about how different geographies execute. This might notify your material technique by giving you some details about the perfect a chance to release a material technique that is developed to generate brings (you can see the days/times of day your leads are most likely to convert) and it can also provide you with concepts for regional keywords or material strategies you might want to create. If your SEO software is producing tons of revenue from Facilities, you might want to incorporate Facilities SEO and some modifications as something to focus on as a term value ranking for, and/or if your ice lotion is selling like hot desserts (or like really excellent ice lotion, I guess) in Topeka maybe you come up with a custom weblink lure targeted at getting some links and attention from regional bars in Topeka.
25. Keyword Detail / Search Query Data
Obviously with Search engines obfuscating look for question data from SEO, knowing how to routine down and get look for question data (different than AdWords keywords!) can provide some very useful (and now more complicated to come by) concepts.
Ultimately, you will have to implement some reasoning and creativity to any of the concepts you gain from AdWords data to have it perform for you in your SEO and material promotion initiatives, but knowing your way around an AdWords consideration and linking with whoever is operating factors on the PPC side of the house can generate some terrific concepts and can definitely enhance your SEO initiatives.
By Tom DemersAugust 27, 2012 Published In: AdWords Tips Comments: 10
45
inShare
One often-mentioned best practice for SEO is to use a test PPC way to �get some initial data� about a question space, and individuals regularly talk about the fact that you can get useful concepts for your natural optimization initiatives by looking at pay-per-click data.
But Search engines AdWords provides users a ton of data (some would say that for small companies there are actually too many options and data points), and many individuals who are not PPC experts do not know where some of the most useful gemstones are invisible. Beyond that: while there is regularly a lot of overlap between PPC and SEO data, not all of the details in an AdWords consideration is actually useful for someone looking to improve SEO outcomes (and some of it can be absolutely deceiving when applied to SEO efforts!).
In this publish, I�ll walk through 25 particular factors within an AdWords consideration that SEOs and incoming promoters can create use of in improving for seo.
1. Segments
Segments are a way to add a variety of additional series of data to a view within AdWords. A several of exciting sections for SEO are:
Search Conditions Coordinate Kind � Discover out how different match kinds for different look for phrases execute. Based on how an offer is organized, this might tell you a lot about head terms vs. the end for a particular term. For example if a high-traffic keyword and key term transforms and pushes guests for the exact match but not the wide and term printed editions, it might not have much of a �tail,� which could have a big impact on your overall technique.Devices � You might have some overall concept of how much guests comes from cellular phones by looking at statistics, but by applying a device area you can easily see how many of your PPC alterations come from cellular and whether that area transforms cost-efficiently. Maybe you see that cellular transforms really well on PPC because the pay-per-click people have created a exclusive cellular website experience that you are not (but could be) using for SEO.
2. Filters
Similar to the way you can in Succeed, AdWords allows you to create a quick narrow to percolate up exciting pieces of data. For example you might create a narrow for high-traffic, high-cost look for phrases that do not turn. Some of those look for phrases that came returning as champions in your SEO research might be popular terms that do not actually turn for your/your customer's website. By creating a narrow for look for phrases with no alterations and organizing by price you can see the poor performers easily and leave them out of your SEO technique.
3. Click-Through Amount (CTR) On Ads
You can look at your click-through prices on particular ads to get a feeling of which statements and explanations perform the best in getting guests to just click, then you can implement that texting to your headline labels, on-page statements, and meta explanations.
4. Click-Through Amount (CTR) On Keywords
Similarly, looking at the click-through prices of certain look for phrases within your accounts will tell you which terms have the best relationship between the key word and the ad written text. You can use this to help better map the texting of headline labels and meta explanations to particular look for phrases you are focusing on on particular webpages.
5. Keywords With Excellent Regular Cost Per Click (CPC)
By looking at the common price per just click (note: this is different from the Max CPC) for look for phrases, and specifically by determining the look for phrases that have the biggest average CPC, you are seeing terms that are costly (and likely competitive) and that whoever is handling your AdWords consideration is willing to pay top money for. This probably indicates they are valuable! Try to discover out why the PPC people are paying so much for those terms. You might see right in the cost/conversion line that they are driving plenty of cost-efficient alterations, or you might understand from speaking with the consideration administrator that while the alterations price a little more, those tend to be the finest high quality brings.
6. Keywords With A Huge Number Of Impressions
If you are seeing that a particular term has a ton of opinions, it might be value searching into a bit further. Obviously if the opinions are high, the mouse clicks are high, and there are plenty of alterations too, that is probably a excellent term to try to position for. But what if the impact complete is high but mouse clicks are low? Take a look at the SERP and see why that is. Maybe it�s something that does not perform well for PPC but that you could focus on with an informative piece of material for SEO. Or maybe it�s just a wise decision for a weblink lure (lots of individuals are searching for the term, so maybe there happens to be problem your material can solve).
7. Excellent Quality Score, Excellent Quantity Keywords
In AdWords, Quality Ratings are mainly a function of click-through rate, but the importance of a keyword and key term to the ad duplicate and website it�s associated with are also factors. This implies that look for phrases with top Quality Ratings that generate huge numbers of guests and alterations are value analyzing more carefully. You can see the ad written text > keyword and key term > website relationships that produce the biggest Quality Ratings and get a feeling for what they are doing right.
8. Text Ad Copy
Once you look at click-through prices and Quality Ratings, you can start to get concepts into the particular ad statements that have and have not proved helpful well. This can obviously notify your headline labels, but it also gives you knowing into the factors that speak out loud with your guests (and the factors that don�t) which can help notify texting within your pages� statements, duplicate, and even provides and calls to action (CTAs). Are the �Try it Free Today� CTAs operating a lot better than the �Learn More� CTAs? Use that language for the provides on your pages!
9. Advertising Ad Performance
Similarly, looking at the ad innovative that has and has not proved helpful within your display system strategies can provide you with some knowing into the kind of texting your leads reply to (or don�t).
10. Location URLs
The Search engines AdWords destination URL report can explain to you which particular URLs (and consequently getting pages) are transforming the best. This can be incredibly useful information � you can look at the factors these better transforming webpages are doing well and use some of the same elements in your SEO webpages (tweaking the layouts of those webpages to suit the high-converting PPC pages).
11. Transformation Value
As you look at AdWords consideration data it�s essential to know what the different conversion statistics mean so that you can easily see which look for phrases, ads, and squeeze webpages are producing the most brings and revenue. Transformation value is exactly what it sounds like: it�s the result of a particular value that the PPC administrator has placed on each of alterations within the consideration (this might be revenue for an e-commerce website, or it might be a money value placed on different kinds of brings for a B2B company). This is an essential measurement because often the value resulting from alterations is different than the raw conversion somme (if you have revenue and publication sign-ups listed as alterations, those two alterations have very different revenue and business principles to you).
12. Transformation (1-Per-Click)
Again knowing the different conversion statistics and language within the AdWords consideration is very helpful in getting concepts into what is and is not working: Transformation 1-per-click basically represents exclusive alterations from a given technique, ad team, keyword and key term, etc. So for example if someone mouse clicks your ad in reaction to a look for for �cat food� and then signs up for your pet shop's publication, then eventually purchases some cat meals from you, that matters as one conversion in the �1-per-click� line even though they took two actions.
13. Transformation (Many-Per-Click)
Conversely the Transformation Many-Per-Click data point represents the count of alterations from an offer, ad team, keyword and key term, etc. So in the example above, you would see 2 many-per-click alterations because the browser finalized up for a publication and then bought cat meals, effectively transforming twice.
14. Transformation Value / Click
Looking at the conversion value / just click can help you get a feeling of what the most precious guests is. The look for phrases delivering the biggest value per just click may be value discovering even if they send relatively little overall guests (or clicks).
15. Transformation Value / Cost
Seeing conversion value / price can help you recognize possibilities for high-value alterations that are costly with PPC. A higher value/cost rate may mean that you have some high-quality guests in a keyword and key term vertical that is not that aggressive (frequently, but certainly not always, comparative competitors for commercial terms is identical in PPC and SEO).
16. Placements
Looking at an AdWords account�s positioning data can be incredibly useful for SEOs � you will discover outreach/link building objectives, and by looking at the �managed placements� (placements that are being managed and bid individually), the performance of the automatic positions, and even the exceptions and seeing how they execute you can get a wise decision of what kinds of websites are actually transforming and delivering high quality guests, which you can factor into your material promotion strategies. Here again speaking with the PPC administrator to get a feeling of what kinds of websites have and have not proved helpful can be incredibly useful as well.
17. Retargeting
Search retargeting can help you create your SEO initiatives keep operating tougher for you, and discussing data here can be important.
18. Attention / Market Data
Within the display tab is a sub-section called �Interests & Remarketing� and a subsection for �Topics�:
In these areas you can understand about the performance of certain material groups, remarketing sections (which might be factors like individuals who made a purchase One week ago, shopping trolley solution application abandoners, trialers who did not buy, etc.), and interest groups (which are based on the kinds of material a particular guest typically visits). The performance of different interest groups, material groups, and even remarketing sections can really help you to better comprehend the kinds of leads who will be the most likely to turn (so that you can create material for and focus on look for phrases those guests are likely to look for on).
19. Keyword Tool
As an SEO you are probably already familiar with the AdWords keyword and key term device, but by being finalized into your AdWords consideration you can get personalized outcomes relevant to your website and your AdWords consideration, which might discover a little bit different and better concepts.
20. Traffic Estimator
This lets you see approximated just click, impact, and price statistics for a given keyword and key term. Your own AdWords details are more precise than any of Google�s tools, and often this is just like looking at volume and competitors in the keyword and key term device, but these reports can provide you with an concept of competitors (higher costs are partially driven by promoters competition) and comparative volume.
21. Placement Tool
Even if you are not operating an comprehensive display technique (or any display technique at all) the AdWords positioning device can be a really exciting weblink sales option. It works very in the same way to the Search engines keyword and key term device, and allows you to put in a term, URL, or classification and get returning appropriate websites. Sites that are carefully relevant and are operating ads through AdSense might work well weblink partners.
22. Contextual Targeting Tool
The contextual focusing on device is also developed for the display system, but gives you concepts for groups of look for phrases to create for display strategies. Since the device is developed for the display system you want to proceed very carefully in analyzing the suggestions, but you can often come up with some guidelines for styles � either pails of look for phrases to focus on on a single web page or a collection of material to create.
23. Opportunities Tab
The possibilities tab is not always full of great possibilities for your AdWords technique, but it can explain to you some exciting keyword and key term concepts that are not currently being targeted by your AdWords technique. This might be because they are costly, not far too appropriate, etc. � but they might be excellent material concepts, or they might be less costly to position for naturally than they are to buy guests for via PPC, so it�s value taking a look.
24. Time & Geographical Performance Data
Within the AdWords dimensions tab, you can easily get performance data promptly statistics (day of the week, hour of the day, etc.) as well as data about how different geographies execute. This might notify your material technique by giving you some details about the perfect a chance to release a material technique that is developed to generate brings (you can see the days/times of day your leads are most likely to convert) and it can also provide you with concepts for regional keywords or material strategies you might want to create. If your SEO software is producing tons of revenue from Facilities, you might want to incorporate Facilities SEO and some modifications as something to focus on as a term value ranking for, and/or if your ice lotion is selling like hot desserts (or like really excellent ice lotion, I guess) in Topeka maybe you come up with a custom weblink lure targeted at getting some links and attention from regional bars in Topeka.
25. Keyword Detail / Search Query Data
Obviously with Search engines obfuscating look for question data from SEO, knowing how to routine down and get look for question data (different than AdWords keywords!) can provide some very useful (and now more complicated to come by) concepts.
Ultimately, you will have to implement some reasoning and creativity to any of the concepts you gain from AdWords data to have it perform for you in your SEO and material promotion initiatives, but knowing your way around an AdWords consideration and linking with whoever is operating factors on the PPC side of the house can generate some terrific concepts and can definitely enhance your SEO initiatives.