How To Adjust The Keyword List By Analyzing Paid Traffic
How does PPC Keyword Research Differ From SEO?
Contextual advertising is a more controllable traffic generation channel, which allows you to customize your target audience, regions, and time to display ads.
That's why you can get additional keyword data by analyzing ad campaign reports.
So what are the differences between SEO keywords used on a website, and PPC keywords, used for contextual advertising?
Therefore, adding slang is appropriate if the target audience is young people, and using industry-specific terminology is suitable for specialists in a certain field, etc.
Using Google Ads To Extend Your Keyword List (The "Keywords" Report)
Having analyzed these keywords, you can not only collect keywords for contextual advertising but also expand the keyword list of your website by adding these phrases to your website pages.
Analysis Of Competitors' Ads In Serpstat
You can also see their statistics: Keyword Difficulty, Volume, Cost-Per-Click, and PPC competition. Besides, from this report, you can access Ads and Landing Pages that contain the given keyword.
You can also export the Keywords report for further work on the expansion of the keyword list for your website .
Clicking on any of the keywords will display websites that take the first ten positions in SERPs, as well as additional keyword statistics.
How SEO And PPC Affect One Another
- PPC research will help to determine which keywords lead to the maximum number of conversions; this will allow you to concentrate your SEO efforts on those website pages that bring the maximum profit;
- Contextual advertising attracts a clearly defined target audience. Since users land on the website relevant to their query, it leads to "good" user behavior. Such visits will have lower bounce rates, higher Pages Per Session metric, and a longer Session Duration.
These factors signal to search engines that the website is high-quality, so having a significant amount of targeted traffic from advertising can positively affect the website's rankings in organic search.
- Contextual advertising paired with SEO leads to even better results if the website ranks high in the organic search results. If the website shows up in two high positions at once (organic result + ad), the user becomes even more likely to click either one of the links.
- It often occurs that companies use competitor brand names in their contextual ads, and the company's official website gets lower rankings:
Using both SEO and PPC keyword research for your optimization strategy will not only allow you to increase conversion but also help to get more comprehensive statistics, improve user behavior and find a way to outperform your competitors.
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