link building with google ads results from 1245 in with timestamps YoutubeScribe.com

[0:00] So we spent $1,245 on Google Ads to see how many
backlinks we could get and to see if PPC advertising
[0:07] is a viable link building strategy.
[0:09] And if you want to see the process and results,
then stay tuned.
[0:12] [music]
[0:17] What's up everyone?
[0:17] Sam Oh here with Ahrefs, and this is the final
part of our 3-part series on creating a stats
[0:23] page and actually building links to it.
[0:26] So, if you're new to this series or just like
the sound of my voice, then let's go through
[0:30] a quick recap.
[0:31] In part 1, I showed you how we created our
SEO stats page.
[0:35] At face value, it looked like any other stats page.
[0:37] But we strategically chose the data by looking
through our competitors' backlink profiles.
[0:43] And in short, we were looking for link-worthy
and outdated stats.
[0:47] And this led us nicely into part 2, which was
all about link building through email outreach.
[0:53] And in this video, I showed you every last detail
of our link building campaign from our process,
[0:58] to the email pitch, and of course, the results.
[1:02] And here we are today in part 3,
link building with Google ads.
[1:06] And how appropriate is it that we finish off
with this tutorial?
[1:10] Afterall, this entire case study started with
a PPC experiment to build backlinks.
[1:17] So today, I'm excited to share the results from
two PPC campaigns that I ran to generate links.
[1:23] Now, before I show you the campaigns, it's
important that you get some context as to
[1:28] how this whole series began.
[1:30] About a year and a half ago, we published
a study to find out how many new backlinks
[1:34] top-ranking pages get over time?
[1:37] And in that study, we wanted to find out if
top-ranking pages rank high because they
[1:42] get lots of links, or do they get lots of
links because they rank high?
[1:47] So Tim introduced a concept called "the vicious
circle of SEO," and it looks something like this.
[1:53] People search for something and read the #1 result.
[1:56] Some of them will link to that page from their
own websites.
[1:59] And because of the new links, that #1 page
stays at the top, creating a virtually endless
[2:04] loop of total domination.
[2:07] Now, when I read this, a lightbulb immediately went off.
[2:10] If people are actually linking to top-ranking
pages, simply because a) it's the first page
[2:15] they clicked and b) the content was good
enough to satisfy their immediate needs,
[2:22] then why not just focus on creating great
content and pay for ads to be at the top?
[2:27] Sure, Google doesn't show ads for every search
query, especially those that lack commercial
[2:32] intent, but from my experience, they'll still
show them enough to get decent exposure.
[2:38] But hey, I didn't want to just burn through
money on an unproven concept.
[2:42] I needed to find enough proof that these ads
would lead to links.
[2:46] So I went to Ahrefs' Keywords Explorer and
searched for "stats" and "statistics."
[2:52] Next, I went to the Phrase match report.
[2:55] Finally, I wanted to see which queries had
ads in the SERP.
[2:58] So I clicked on the SERP features filter and
selected "Adwords top."
[3:04] From here, I searched for one of the queries
in Google that would show a typical stats page
[3:09] and then I clicked on the ad.
[3:11] Now, since Google ads always have tracking
parameters in their URL, I wanted to find
[3:16] a common footprint.
[3:18] And the one I found was GCLID, which stands
for "Google Click Identifier."
[3:24] So to see if this page had actually earned
some backlinks from ads, I took that URL
[3:29] to Site Explorer and pasted it in.
[3:32] Next, I went to the Backlinks report.
[3:35] And finally, I entered the "gclid" footprint
in the Include filter.
[3:40] And sure enough, they had gotten three links as
a result of their ads, but not from very good sites.
[3:47] So I searched for more queries like "remote
work statistics," and saw Harvard Business
[3:52] Review's article.
[3:53] I clicked on that, took the URL, and did the
same thing I did before in Site Explorer.
[4:00] And this page had six links, three of which looked
pretty decent.
[4:04] Now, the question is how many links would an
entire website like Harvard Business Review have
[4:10] that we can confidently attribute to Google Ads?
[4:13] Well, I looked at all of the domain's backlinks
and 142 of them included the gclid footprint,
[4:20] some that aren't bad at all.
[4:23] Now, it's important to note that the majority
of people will actually clean up the URLs
[4:28] before linking to them.
[4:29] The fact that there was a good chunk of links
that included the ugly URL told me that there
[4:34] was something here, and I had to explore further.
[4:37] So, a quick side note before we continue.
[4:40] You can't just create any page and expect to
get links from ads because other pages did.
[4:45] You don't know how much people spent
to get those links.
[4:48] The main purpose of the first experiment was to
test this theory on so-called "link-intent queries."
[4:55] The fact that people were actually linking
to the same type of content where we could
[4:59] confidently attribute it to Google ads was
just the icing on the cake.
[5:03] And I talk more about the power of keyword
intent in part 1 of this series so I've linked
[5:08] that up in the description.
[5:09] Alright, so in the first experiment, I didn't
want to create new content because I felt
[5:13] we could validate the idea with a data study
we had already published.
[5:17] So I created a duplicate version of this post
and just like for our outreach campaign,
[5:22] I noindexed the page to make it completely
invisible to everyone, except those who saw
[5:28] and clicked the ad.
[5:29] Then I set up a simple search campaign in
Google ads and basically just added a list
[5:34] of queries like "digital marketing statistics," "seo
statistics," "seo facts," and so on as phrase matches.
[5:42] So the ad ran from the week of February 24th
up until March 30th, 2020.
[5:47] And in total, we had 447 clicks to our page
with a CTR of 7.05%.
[5:55] That works out to an average CPC of
1.69 Singapore Dollars.
[6:00] And the total ad spend for this campaign was
754 Singapore dollars, which works out to
[6:05] around $540.83 in USD.
[6:10] In total, we got 13 backlinks from unique websites.
[6:14] That's a cost average of $41.60, which is
really cheap in my opinion.
[6:20] And if you do the math, that means that 2.9%
of people who clicked the link were actually
[6:25] linking to this page.
[6:27] That's bananas!
[6:29] Now, if you think these were a bunch of blogspot
links, you'd be wrong.
[6:33] Here are the links we got to the page from the ad.
[6:35] All 13 links were from pages about SEO or content marketing.
[6:39] And our best link was one from WPAstra, which
has a Domain Rating of 91.
[6:44] In fact, five of the 13 websites have a DR 50 or higher.
[6:49] Now, it's important to note that two of the
13 links were scraper links.
[6:53] Meaning, a couple low-quality websites just
republished the article from WPAstra.
[6:58] One has a DR 31 and the other has a DR 0.
[7:01] So our true count from ads is actually 11
referring domains, which would bring our
[7:06] cost per link to $49.17, which is still super-cheap.
[7:12] Now, let's look at the 11 linking websites' domain-
level traffic in Ahrefs' Batch Analysis tool.
[7:17] And we're left with seven websites that had 
at least 100 monthly organic search visits to
[7:22] their site.
[7:23] So assuming that these are the only seven
links that would really do anything for our site,
[7:28] the cost per decent link works out to $77.26.
[7:34] Still super-cheap considering it was a fully
passive and ethical link building campaign.
[7:40] Now, there was an interesting thing I learned
from this experiment.
[7:43] The time for someone to actually link to us
took anywhere between two and half weeks
[7:48] to three months.
[7:50] As I already mentioned, we started the campaign
on the week of February 24th, 2020 and ended
[7:55] the campaign around a month later on the week
of March 30th.
[7:59] Now, if I sort the backlinks report by First
Seen, you'll see that Ahrefs found our last
[8:04] link on May 22nd, around three months
after the campaign had ended.
[8:09] And our first link was found on March 12th,
which is around two and a half weeks after
[8:14] our campaign had started.
[8:16] So if you plan to do any kind of advertising
hoping to earn backlinks, then don't expect
[8:21] to get instantaneous results.
[8:23] Alright, so overall, my first PPC campaign
went very well.
[8:27] So I messaged Josh on Slack and I was like…
[8:30] "Yo! This campaign is working out pretty well."
[8:33] And he was like...
[8:34] "Not bad…"
[8:35] And I was like…
[8:36] "If we had a list post of SEO or content marketing
stats instead of a unique data study with just one
[8:42] stat, it'd make a lot more sense, especially
since we'd be matching search intent."
[8:47] And he was like…
[8:48] "I think it would work super well for
a list of stats actually.
[8:50] So why don't we test it with a page that
makes sense?"
[8:53] And of course, I was down for that.
[8:56] And so it began.
[8:57] And I won't go through how we created the
post and actually built links to it since
[9:00] that's in part 1 and part 2 of this series.
[9:03] So fast forward and we now have an SEO stats
page strategically designed to build links.
[9:10] And a huge difference with this page is
that it now matches search intent.
[9:14] So both Josh and I were extremely optimistic
about this campaign, considering the results
[9:19] from the first one.
[9:21] So basically, I did the exact same thing with
the PPC ads.
[9:24] I loaded up some keywords, threw some money
into it and here are the results from our
[9:28] Google Ads campaign.
[9:30] So the ad ran from the week of April 13th
to the week of May 11th.
[9:34] So the same timeframe as our first campaign.
[9:37] And in total, we had 1,217 clicks, which is
2.7 times more than our first campaign.
[9:45] We had a CTR of 10.31% which worked out to
0.81 Singapore cents, which is less than half
[9:52] the CPC of our original campaign.
[9:54] And the total cost for our ads campaign was
around 983 Singapore dollars, which works
[10:00] out to $704.96 in USD.
[10:05] So we spent around $164 more on this campaign
but got way more clicks.
[10:12] Now, the total number of referring domains…
[10:15] Just 9...
[10:16] Meaning, we spent $78.33 per referring domain,
which again is pretty good.
[10:22] But as you know…there could be some scraper
links, low-quality pages etc.
[10:27] So the number of decent links we actually
got was four.
[10:31] And in my opinion, these four links are way worse
than the links we got in our first experiment.
[10:37] So that brings the cost per link to $176.24,
which I'd say is still kind of cheap depending
[10:44] on who you're talking to.
[10:46] Now, the question is why did our links cost
2.3 times more for our optimized page?
[10:53] Now, while I can't say that my answers are
statistically sound, here are my best guesses.
[10:58] #1. Visitors to our page were linking to
the source rather than to our article.
[11:04] As I mentioned in part 2, at least five people
we contacted linked to the original source
[11:10] rather than us.
[11:11] And these are people who actually responded
to us telling us that they linked to someone else.
[11:16] So there were probably actually more than five people.
[11:19] So I think it's reasonable to say that a good
chunk of people who clicked our ad linked
[11:23] straight to the source rather than to us,
especially since we were targeting more
[11:28] or less the same keywords in our ad campaign.
[11:31] On top of that, we made links to the source
extremely accessible.
[11:35] And no regrets there because they
deserved that recognition.
[11:39] Now, the key difference with our first experiment
is that we used our own data.
[11:43] So we were the source.
[11:45] And the second reason is just good old lady luck.
[11:49] While it's easy to think that most people
searching for queries like "seo statistics"
[11:53] are dying to find a page to link to, that
isn't necessarily true.
[11:58] It's a numbers game.
[11:59] And because we don't know exactly why each
person clicked on our ad, the most reasonable
[12:04] explanation is that we had some worse luck
compared to our first campaign.
[12:09] Now, would I recommend running ads
specifically to generate links?
[12:13] The answer is - it depends.
[12:15] It's impossible to truly measure the impact
of our ads campaigns.
[12:19] For example, did someone read our SEO stats post,
then read some of our other posts, linked to them,
[12:24] and maybe decide to become a subscriber
to our software?
[12:28] What about the people who clicked through
to our post and signed up for our newsletter?
[12:32] What's the value of a newsletter subscriber?
[12:34] Basically, we were paying for exposure
and the result of that were some links
[12:38] at a reasonable cost average.
[12:41] So would we do this again if we had a topic
that would be worth getting exposure and could
[12:46] potentially generate links?
[12:48] Absolutely.
[12:49] So if you're currently paying for links in a way
that could be frowned upon by Google,
[12:54] it might be worth experimenting with ads and
targeting queries with so-called "link-intent."
[12:59] It's completely in-line with Google's Webmaster
Guidelines, and from our small but mighty sample
[13:04] of links, the quality has been quite good compared
to grey-hat links I've seen in other marketplaces.
[13:11] So of course, we're going to redirect the
pages to combine our links and in total,
[13:15] we got around 43 solid referring domains to our
SEO stats page, which I think will be enough
[13:21] to land us a top 2-5 position for our target
query as soon as those links are given credit.
[13:27] But who really knows?
[13:28] Now, I'd love to hear what you thought about
our case study, and if you'd like to see more
[13:32] content like this, where we share real practical
experiments and processes with you.
[13:37] Let me know in the comments and make sure
to like, share, and subscribe for more actionable
[13:41] SEO and marketing tutorials.
[13:43] And if you haven't watched the other two parts,
then I highly recommend doing that now.
[13:48] Thanks for watching and hope you enjoyed this series.

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