Do Google Ads Help SEO?

Google has stated multiple times that PPC ads via Google Ads do not directly impact your SEO performance or organic search ranking. However, there are ways you can leverage Google Ads to enhance your SEO results indirectly. This combination can be quite powerful when used strategically.

The main idea to grasp here is that SEO versus Google Ads, or paid versus organic, boils down to time versus cost. SEO is typically more affordable (and can even be free), but it requires months or even years to see significant results. Conversely, Google Ads can deliver immediate outcomes as long as you have the budget, but it can be expensive if not managed properly. The goal is to find a balanced approach that utilizes both strategies effectively, maximizing their individual strengths.

Strategies to Use Google Ads to Enhance SEO

Research and Test Target Keywords

One of the best ways to use Google Ads for SEO is by researching keywords. Keywords are crucial for both SEO and PPC campaigns. Google Ads’ Keyword Planner Tool is a popular choice for keyword research. Although the tool provides keyword volume ranges that are generally seen as inaccurate, it remains useful. You can enhance accuracy by using additional tools like Keysearch or SE Ranking.

Using the Keyword Planner is simple: enter your URL or some keyword ideas, and it will generate suggestions. Filter these suggestions based on:

• Relevance to your audience: Typically measured by monthly search volume. This helps ensure that the keywords you target are being actively searched by your potential audience.
• Relevance to your business: Not all popular keywords are suitable for your business. Focus on those that align with your products or services.
• Competition level: Depending on your timeline and budget, choose keywords with manageable competition. High-competition keywords might be costly and challenging to rank for.

Placing PPC ads helps you evaluate the relevance of your target keywords, conversion rates, click-through rates (CTR), and competitiveness. By analyzing this data, you can refine your SEO strategy to focus on keywords that will yield the best results.

Generate Backlinks Through Ad Clicks

Backlinks are a vital ranking factor in SEO. Quality matters more than quantity, and getting links from high-quality sites is challenging. When someone clicks on your PPC ads and visits your site, there’s a chance they may link to your site or share it on social media.

Additionally, when users see both an organic result and a paid ad for the same business, it creates a perception of trust and reliability. This dual presence can lead to more clicks on both your ad and organic results, increasing valuable organic traffic. High-quality backlinks from authoritative sources can significantly boost your site’s credibility and search engine ranking.

Another aspect to consider is the increased brand awareness that comes with having both ads and organic listings. This visibility can lead to more natural backlinks as people recognize and trust your brand, further enhancing your SEO efforts.

Boost Organic CTR

Your heading and meta description are key in determining organic CTR. Your Google Ads campaign can help you test and gather data to improve your copy. If your PPC ad has a high CTR, it’s a strong indication that the copy is effective. Apply the same principles to your content’s heading and meta description to boost organic CTR, which can also improve your SERP ranking.

Organic CTR is a crucial ranking factor due to Google’s RankBrain algorithm. Even if you rank high, a low CTR can cause demotion. Analyze your Google Ads account to find trends in high-performing ads and use these insights to optimize your content marketing strategy for higher organic CTR.

Additionally, high organic CTR not only drives more traffic to your site but also signals to Google that your content is relevant and engaging. This can lead to improved rankings over time, creating a positive feedback loop for your SEO efforts.

Utilize Remarketing for Better SEO

One of the key benefits of Google Ads is its powerful remarketing feature. Remarketing shows targeted ads to visitors who have already interacted with your site, helping engage those who haven’t converted. This keeps your brand top-of-mind and encourages return visits.

Remarketing can help SEO by:

• Recapturing non-converting organic visitors: Many visitors don’t convert on their first visit. Remarketing keeps your brand in their minds, increasing the chances of future organic searches and visits. This repeated exposure can eventually lead to conversions, contributing to your overall SEO success.
• Gathering audience data: Your remarketing list can provide valuable insights into your audience’s interests and behaviors, which can inform your SEO strategy. Understanding what your audience cares about allows you to create content that resonates with them, improving engagement and SEO performance.

By leveraging remarketing data, you can refine your content strategy to better align with your audience’s needs and preferences. This targeted approach can lead to higher engagement rates, more conversions, and ultimately, better SEO results.

Conclusion

SEO is a long-term strategy that can yield sustainable results over time. However, it takes patience, often requiring months or even years to see significant outcomes. Incorporating Google Ads into your plan can provide immediate results, making it easier to justify the investment in SEO.

If a business is already investing heavily in PPC ads, working on SEO can save costs in the long run once SEO results start showing. Use projections based on the value of ad revenue to convince stakeholders of the benefits of a balanced approach.

Combining SEO and Google Ads allows you to enjoy the best of both worlds: the immediate visibility and traffic from PPC ads and the sustainable, long-term benefits of SEO. For tailored advice and a comprehensive digital marketing strategy, contact Eclipse today and start improving your online presence. Our team can help you find the right balance between SEO and Google Ads to maximize your results.

FAQs 

Do Google Ads directly improve SEO rankings?
No, Google Ads do not directly affect your organic search rankings. However, they can indirectly benefit your SEO strategy.

Can Google Ads help with keyword research for SEO?
Yes, Google Ads’ Keyword Planner is a useful tool for researching keywords that can be used in both SEO and PPC campaigns.

How do Google Ads contribute to generating backlinks?
When users click on your ads, they may link to your site or share it on social media, potentially creating high-quality backlinks.

What is the role of remarketing in improving SEO?
Remarketing targets previous visitors, encouraging them to return, which can increase brand recall and future organic traffic.

Can Google Ads data improve organic CTR?
Yes, high-performing ad copy can be used to optimize headings and meta descriptions, boosting organic click-through rates.