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A Love Story
How to Leverage Google Paid Search Data to
Influence Your SEO Keyword Strategy
Samuel Quincy Edwards
Chief Marketing Officer of SEO.co/
Entrepreneur
Public Speaker
Contributing Columnist
MLS Field Photographer &
Gameday Social Media
Google Ads Certified
Google Analytics Certified
Bing Ads Certified
Search Marketing Expo Speaker
SEO v. SEM
SEO & SEM
Search
Marketing v.
Social Media
Marketing
When someone is searching for
something on Google they’re
actively looking for a solution to
something they want answered.
When someone is on Facebook or
Instagram and an ad is being shown
to them in the Newsfeed, their
interest in your product or service
could be zero. Because they’re not
actively wanting to see your offer,
this is intrusive marketing.
SEO/Organic - organic or “free” search listing
that appear in each position based on Google’s
200+ ranking factor algorithm. Can take months
(if not longer) to rank on page 1 depending on how
competitive and saturated the market you’re in is.
SEM/PPC - paid advertising placements that
are based on a keyword bidding model. Can
be set up and launched in less than a day.
How much do you think the average cost per click for the
keyword “mesothelioma” is?
Let SEM Determine SEO Strategy
A. 50 Thousand Searches / Month
B. 500 Thousand Searches / Month
C. 1 Million Searches / Month
D. Over 2 Million Searches / Month
Avg. / Month = 2.24 Million Searches
A. 50 Thousand Searches / Month
B. 500 Thousand Searches / Month
C. 1 Million Searches / Month
D. Over 2 Million Searches / Month
Let SEM Determine SEO Strategy
On average, “cute puppies” is
searched 135,000 times / month.
This is Banksy on the beach.
A Typical SEO Keyword Strategy
Look for low hanging fruit i.e. keywords with high search
volume and low organic search competition.
Before We Get Started, You’ll Need:
Google Keyword Planner
Get monthly search volume, average cost per clicks (CPC), competition levels and new keyword ideas.
Organic Keyword Competition
Keyword Position Rank Tracking
Collected Data Points
Great! My organic keyword list is ready. Now I
can apply these terms into the SEO elements
that matter (title tags, H1 tags, image alt tags,
URL strings, etc.) on my site and start seeing
conversions come in once I’m ranking on page 1
for those keywords, right?
Let SEM Determine SEO Strategy
Problemo
Monthly search volume and keyword difficulty data in
itself is not indicative of conversion performance. You
can be ranking in position 1 on page 1 of Google for a
keyword, but that doesn’t mean users are going to take
the action you want them to take once they click
through to your website.
Sam’s Word of Wisdom
Data is a lot like a bathing suit. What it reveals is suggestive,
but what it conceals is vital.
At first glance, keywords with a lot of traffic may appear to be
the best terms to target, but if you don’t vet them properly
you’re going to waste a lot of time and money.
And this is where the search love begins<3
Before you start the process of optimizing your website for SEO, you should
really consider running a paid search marketing campaign in order to make
better informed decisions based on what terms are driving conversions to your
website, not just traffic for the sake of traffic.
It’s nice to get a lot of traffic to a site, but at the end of the day, traffic doesn’t
pay your mortgage, car payment or retirement fund.*
*Unless the site relies on ad revenue based on traffic.
Consumers
searching for a
product/service
Your
Product/Service
4 Keyword Match Type Options
FUN FACT: This is a real search query that once triggered an ad for a topical pain relief cream intended for burning feet pain caused
by neuropathy. And if you’re curious, on average 50 people / month are searching for kim kardashians sexy feet...so there’s that.
Match
Type
Symbols Matches to: Example Keyword Matches to:
For the vast majority of marketers, I do NOT recommend
running ad campaigns using broad match keywords.
By default, they will generate fewer qualified leads, drive
irrelevant traffic, spend wastefully and recklessly and
then leave you wondering why your campaigns didn’t
perform well.
PAY CLOSE
ATTENTION
NOTE: Search Keywords are the terms that you select to run in
your campaign. If you’re looking at only Search Keywords
and running any match type except for Exact match, you’re
doing yourself and your business a disservice by not knowing
the full story regarding terms that are driving conversions.
Click on Search Terms
Click on Search Terms and you’ll see the ACTUAL terms that
are driving clicks and conversions to your site. It’ll also allow
you to find inefficiencies.
Example: Venture X was running a broad match keyword for the
word Corporate. As a result, budget was wasted on terms like the
ones you see here.
PROTIP: Always be testing.
User intent is crucial when formulating a keyword strategy. The more
general the terms, the less likely users are to convert. The more specific the
term, the more likely the user will take the action you want them to take
(e.g. purchase product or service).
Consider testing purchase-intent words to your campaigns. Instead of “air
jordan shoes” as a target keyword, try “buy air jordans online” or “order air
jordans.” By adding the purchase-intent term, you’ve already established
that the searcher has passed the research phase in the purchasing funnel
and is ready or almost ready to convert.
Our original target cost per
acquisition was set at $300.
These terms are converting far
under the target (woohoo!) and
are performing extremely well.
Analyze the Data
Implement the
Paid Search
Keyword
Findings onto
Your Website
A/B Test Ad Creative
By A/B testing multiple titles and
descriptions in a paid campaign,
you can leverage the data sets and
optimize your organic Title tags
and Meta Descriptions to be
reflective of the text you already
know converts and drives high
click through rates.
Let SEM Determine SEO Strategy
Search Results
Paid Listing
Organic Listing
2x the search
visibility and real
estate on Page 1
for a keyword we
KNOW drives
conversions.
Organic “FREE” Traffic/Conversions After Implementation
16 paid conversions at $300 / conversion would have cost us $4,800. Instead, these ones cost us
nothing more than the time it took to optimize the landing page based on the paid conversion data.
Key Takeaways
1. Paid Search should be used to complement an Organic Search strategy
2. 4 keyword match types; don’t use broad match.
3. Always be testing. Don’t “set it and forget it” or you’ll spend inefficiently.
4. Use the paid keyword and ad data to inform the Organic Search strategy,
and then implement.
5. Get qualified traffic that drives conversions, not just visits.
6. Make money, endorse me on LinkedIn later. :)
sam@seo.co
@samuel_quincy
linkedin.com/in/samuelquincyedwards
seo.co/
Interested in sponsoring a future Palm Beach Search Marketers Meetup or
donating food/refreshments? Send me an email at sam@seo.co

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Let SEM Determine SEO Strategy

  • 1. A Love Story How to Leverage Google Paid Search Data to Influence Your SEO Keyword Strategy
  • 2. Samuel Quincy Edwards Chief Marketing Officer of SEO.co/ Entrepreneur Public Speaker Contributing Columnist MLS Field Photographer & Gameday Social Media Google Ads Certified Google Analytics Certified Bing Ads Certified Search Marketing Expo Speaker
  • 4. Search Marketing v. Social Media Marketing When someone is searching for something on Google they’re actively looking for a solution to something they want answered. When someone is on Facebook or Instagram and an ad is being shown to them in the Newsfeed, their interest in your product or service could be zero. Because they’re not actively wanting to see your offer, this is intrusive marketing.
  • 5. SEO/Organic - organic or “free” search listing that appear in each position based on Google’s 200+ ranking factor algorithm. Can take months (if not longer) to rank on page 1 depending on how competitive and saturated the market you’re in is. SEM/PPC - paid advertising placements that are based on a keyword bidding model. Can be set up and launched in less than a day.
  • 6. How much do you think the average cost per click for the keyword “mesothelioma” is?
  • 8. A. 50 Thousand Searches / Month B. 500 Thousand Searches / Month C. 1 Million Searches / Month D. Over 2 Million Searches / Month
  • 9. Avg. / Month = 2.24 Million Searches A. 50 Thousand Searches / Month B. 500 Thousand Searches / Month C. 1 Million Searches / Month D. Over 2 Million Searches / Month
  • 11. On average, “cute puppies” is searched 135,000 times / month. This is Banksy on the beach.
  • 12. A Typical SEO Keyword Strategy Look for low hanging fruit i.e. keywords with high search volume and low organic search competition.
  • 13. Before We Get Started, You’ll Need:
  • 14. Google Keyword Planner Get monthly search volume, average cost per clicks (CPC), competition levels and new keyword ideas.
  • 18. Great! My organic keyword list is ready. Now I can apply these terms into the SEO elements that matter (title tags, H1 tags, image alt tags, URL strings, etc.) on my site and start seeing conversions come in once I’m ranking on page 1 for those keywords, right?
  • 20. Problemo Monthly search volume and keyword difficulty data in itself is not indicative of conversion performance. You can be ranking in position 1 on page 1 of Google for a keyword, but that doesn’t mean users are going to take the action you want them to take once they click through to your website.
  • 21. Sam’s Word of Wisdom Data is a lot like a bathing suit. What it reveals is suggestive, but what it conceals is vital. At first glance, keywords with a lot of traffic may appear to be the best terms to target, but if you don’t vet them properly you’re going to waste a lot of time and money.
  • 22. And this is where the search love begins<3 Before you start the process of optimizing your website for SEO, you should really consider running a paid search marketing campaign in order to make better informed decisions based on what terms are driving conversions to your website, not just traffic for the sake of traffic. It’s nice to get a lot of traffic to a site, but at the end of the day, traffic doesn’t pay your mortgage, car payment or retirement fund.* *Unless the site relies on ad revenue based on traffic.
  • 24. 4 Keyword Match Type Options FUN FACT: This is a real search query that once triggered an ad for a topical pain relief cream intended for burning feet pain caused by neuropathy. And if you’re curious, on average 50 people / month are searching for kim kardashians sexy feet...so there’s that. Match Type Symbols Matches to: Example Keyword Matches to:
  • 25. For the vast majority of marketers, I do NOT recommend running ad campaigns using broad match keywords. By default, they will generate fewer qualified leads, drive irrelevant traffic, spend wastefully and recklessly and then leave you wondering why your campaigns didn’t perform well.
  • 26. PAY CLOSE ATTENTION NOTE: Search Keywords are the terms that you select to run in your campaign. If you’re looking at only Search Keywords and running any match type except for Exact match, you’re doing yourself and your business a disservice by not knowing the full story regarding terms that are driving conversions.
  • 27. Click on Search Terms Click on Search Terms and you’ll see the ACTUAL terms that are driving clicks and conversions to your site. It’ll also allow you to find inefficiencies. Example: Venture X was running a broad match keyword for the word Corporate. As a result, budget was wasted on terms like the ones you see here.
  • 28. PROTIP: Always be testing. User intent is crucial when formulating a keyword strategy. The more general the terms, the less likely users are to convert. The more specific the term, the more likely the user will take the action you want them to take (e.g. purchase product or service). Consider testing purchase-intent words to your campaigns. Instead of “air jordan shoes” as a target keyword, try “buy air jordans online” or “order air jordans.” By adding the purchase-intent term, you’ve already established that the searcher has passed the research phase in the purchasing funnel and is ready or almost ready to convert.
  • 29. Our original target cost per acquisition was set at $300. These terms are converting far under the target (woohoo!) and are performing extremely well. Analyze the Data
  • 31. A/B Test Ad Creative By A/B testing multiple titles and descriptions in a paid campaign, you can leverage the data sets and optimize your organic Title tags and Meta Descriptions to be reflective of the text you already know converts and drives high click through rates.
  • 33. Search Results Paid Listing Organic Listing 2x the search visibility and real estate on Page 1 for a keyword we KNOW drives conversions.
  • 34. Organic “FREE” Traffic/Conversions After Implementation 16 paid conversions at $300 / conversion would have cost us $4,800. Instead, these ones cost us nothing more than the time it took to optimize the landing page based on the paid conversion data.
  • 35. Key Takeaways 1. Paid Search should be used to complement an Organic Search strategy 2. 4 keyword match types; don’t use broad match. 3. Always be testing. Don’t “set it and forget it” or you’ll spend inefficiently. 4. Use the paid keyword and ad data to inform the Organic Search strategy, and then implement. 5. Get qualified traffic that drives conversions, not just visits. 6. Make money, endorse me on LinkedIn later. :)
  • 36. sam@seo.co @samuel_quincy linkedin.com/in/samuelquincyedwards seo.co/ Interested in sponsoring a future Palm Beach Search Marketers Meetup or donating food/refreshments? Send me an email at sam@seo.co