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How-to 7 min read

How to adjust the semantic core by analyzing paid traffic

The semantic core should be flexible and change depending on the behavior of potential customers, competitors and search engine algorithms. The context advertising allows the webmaster to get data for an effective analysis of the semantic core.

Differences of a semantic core for contextual advertising (PPC) and SEO

Collecting semantics is a search for keywords and phrases using which users find your website, products, or services in search engines.

Contextual advertising is a highly monitored channel for attracting traffic, allowing you to flexibly customize your target audience, regions and time to display ads. Thanks to this, you can get additional data for analyzing the semantic core using advertising campaign reports.

Differences in keywords used on the website, and the semantics of contextual advertising:
The main goal of the campaign for commercial projects is conversion; therefore, it predominantly uses transactional queries that ensure potential buyers to reach the website.
The landing page of each ad should be as relevant as possible to the query, otherwise, ads will have a low Quality Score and are less likely to appear. Therefore, when selecting keywords for contextual advertising in each group of phrases, the most closely related queries are combined with the target page.
To exclude non-target redirection, you can optionally use negative keyword lists, set match types, and exclude unsuitable audiences.
Semantic core for contextual advertising should take into account the language peculiarities of potential customers. The use of rare keywords for the target audience adversely affects the effectiveness of the ad.

Therefore, adding slang words is possible if the target audience is young people, and the use of narrow-specialized terminology is focused at ads for specialists in a certain field, etc.
You should take into account that the Google Keyword Planner usually shows only those queries that benefit the search engine and have strong competition and price. It scarcely does not offer highly-demanded and low cost per click key phrases.

Using the "Keywords" report in Google Adwords to extend the semantic core

Google Adwords includes a report on queries, which collects additional words and phrases, although they were not originally set. Go to the "Reports" section - "Search Terms":
google adwords search terms
In the "Added/Excluded" column, select a Filter "High to low" to see all queries defined as "No Matches":
keywords in Google Adwords
These are key phrases that were not originally included in the ad campaign. The algorithm automatically defined them similar in meaning to the added phrases, and also displayed ads for these keywords.

Having analyzed these phrases, you can not only find keywords for contextual advertising but also expand the semantic core of the project by adding these keys to the website pages.

You can download this report in one of the suggested formats for a more convenient selection of suitable phrases:
export search terms from Google Adwords

Analysis of competitors' ads in Serpstat

You can also analyze competitors' keywords and ads using Serpstat to expand the semantic core. The service provides two reports that can be used for this purpose:
Go to "Keyword research" - "PPC research" - "Keywords" and indicate the necessary query:
keyword analysis in serpstat
This report display queries in the "Phrase" column that show contextual advertising (keywords) of competitors. You can also see their statistics: volume, cost per click and competition PPC.

The keywords report can also be exported for further work on the expansion of the semantic core.
There is another useful report in the PPC Research section - "Ad examples". Enter the query and click "Search":
analyzing contextual ads in Serpstat
In this section, you can also see the keywords used in advertising, which are grouped by ads. Such groups can be used as clusters to create optimized landing pages on the website for these requests.

Clicking on any of the keywords will display websites that occupy the first ten positions in the SERP, as well as additional keyword statistics:
analysis of keywords from paid search traffic in Serpstat

How SEO and PPC influence each other

  • PPC research will help to determine which keywords lead to the maximum number of conversions; this will allow you to concentrate efforts on SEO-optimization of the website pages that bring the maximum profit;

  • contextual advertising attracts a clearly defined target audience. Thanks to the fact that users get on the website relevant to their query, it forms good behavioral factors. Such visits will have low bounce rates, a large depth of views, a long presence on the website.

    All these factors are messages for search engines, indicating the high quality of the website, so the presence of large advertising targeted traffic can positively affect the site ranking in organic search;
  • contextual advertising together with SEO leads to good results even if the project occupies high positions in the organic search. Due to the fact that the site is displayed in two positions at the same time, the chance that the user is likely to click on one of these links is growing.

    Also, this is important for highly competitive queries, in the example below the website is the TOP-1 in organic search, but without the PPC campaign it would only be in sixth place due to contextual advertising of competitors:
PPC and SEO-optimization
The relationship of SEO and PPC promotion
  • very often they use queries with the names of competitors' brands in advertising campaigns, that's why the company's official website shifts in the search results:
The relationship of SEO and PPC promotion
In this case, it is advised to have a private PPC campaign with higher rates for branded queries, so that potential customers don't go to competitors' sites.


Analysis of statistics collected in our personal advertising campaign and analysis of competitors' PPC campaigns allows us to expand the semantic core, as well as identify the queries with the highest conversion in their niche.

The use of both SEO and PPC research in the promotion strategy and the increasing conversion will help to get complete statistical information for analysis, improve behavioral indicators on the website and provide an opportunity to effectively deal with competitors.

This article is a part of Serpstat's Checklist tool
Checklist at Serpstat" title = "How to adjust the semantic core by analyzing paid traffic 16261788323931" />
Checklist is a ready-to-do list that helps to keep reporting of the work progress on a specific project. The tool contains templates with an extensive list of project development parameters where you can also add your own items and plans.
Try Checklist now

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