how to use google ads to improve seo with timestamps YoutubeScribe.com

[0:00] Google ads is more than an advertising platform.
[0:03] It's a treasure trove of data that SEOs can use
to improve organic visibility for their site.
[0:09] And today, I'm going to show you a few of
my favorite tried and tested ways to use
[0:13] Google search ads to improve SEO on
both Google and YouTube.
[0:18] Stay tuned.
[0:18] [music]
[0:23] If you're like most people and keep SEO and PPC
campaigns separate, you're making a mistake.
[0:29] You're missing out on a ton of reliable data
that can be used for SEO to gain the long
[0:34] term benefits of free and passive search
traffic from Google and YouTube.
[0:39] Now, over the past year, I've spent some time
advertising on YouTube and a bit on Google
[0:44] and I've found some cool ways
to use the data to improve SEO.
[0:48] So let's kick things off with the first use
case, which is to find keywords that result
[0:53] in conversions.
[0:55] Not every keyword you bid on or rank
for is going to result in customers.
[1:00] But Google Ads has a conversion tracking
feature that lets you attribute an action on
[1:05] your website to a keyword.
[1:07] To set this up, just go to the Conversions
settings in your Google ads account.
[1:12] Now, if I hover over "website," you'll see
that you can track things like Online sales,
[1:17] link clicks, and sign-ups.
[1:19] So click the website icon, and then fill out
the form to set up your conversion action.
[1:24] Now, after you've spent enough money to get some
conversion data, go to the Search terms report.
[1:29] And this report shows you a list of queries
where your ad was shown to a significant
[1:34] number of people.
[1:35] You can see things like Impressions, interactions,
the average cost per click, total conversions, and
[1:42] conversion rate, which is a percentage
of the number of clicks to conversions.
[1:46] Now, I want to note that the reason why you're
seeing zero conversions is because we haven't
[1:51] used the conversion tracking pixel for years.
[1:54] In fact, we even got rid of Google Analytics.
[1:56] But assuming you have the conversion tracking
pixel on your site, you can simply sort the table
[2:01] by the Conversion or Conversion rate
column, and see which keywords are
[2:05] converting visitors or viewers into sign-ups.
[2:09] So let's draw out a hypothetical scenario.
[2:12] Let's say that the query, "website checker"
had an average CPC of $2 and your break
[2:17] even cost was $40.
[2:20] That means you need to convert one
visitor for every 20 clicks to break even.
[2:25] Now, if your cost per conversion was $50,
then from an ads perspective, you're losing
[2:30] $250 for every one thousand dollars spent.
[2:34] So let's do a bit of reverse engineering.
[2:37] With this information, you know that
ranking for the query, "website checker"
[2:41] will lead to conversions.
[2:43] You also know that you'll need around
25 clicks to get one conversion.
[2:47] Now, let's find out how much traffic you
could get if you ranked in the #1 position
[2:51] for that keyword.
[2:53] So I'll take the top-ranking page's
URL and put it into Site Explorer.
[2:57] Then I'll head over to the organic
keywords report.
[3:00] And it looks like they get around 3,500 monthly
search visits for the query "website checker"
[3:06] just from the US.
[3:08] So if 25 clicks results in a lead or customer,
then you'd get around 140 of them each month,
[3:14] just when people search for "website
checker" and click to your website.
[3:18] And if a conversion is worth $40, then
that's $5,600 in value each month from
[3:24] free organic traffic!
[3:26] So assuming I wanted to go after that query,
I'd toss it into Ahrefs' Keywords Explorer.
[3:31] Then, I'd scroll to the SERP overview, and
assess what it would take to outrank the rest
[3:35] of the competition.
[3:37] And I talk about assessing ranking difficulty
in our keyword research tutorial, so I'll link
[3:41] that up in the description.
[3:43] Alright, the next use case is to find keyword
opportunities as well as pages that can benefit
[3:48] from on-page optimizations.
[3:50] According to Google, 15% of queries they
see every day have never been seen before.
[3:56] That means billions of queries are going
unnoticed and if Google doesn't even know
[4:01] them, then third-party keyword research
tools probably won't either.
[4:05] To set yourself up for success, you can try
bidding on keywords using broad match modifiers.
[4:11] Broad match modifiers ensure your ads are
only shown for searches that include words
[4:15] you've marked with a plus sign.
[4:17] For example, if you were to bid on a keyword
like "leather shoes" wrapped in quotes, you're
[4:22] only bidding on queries that match
that exact phrase.
[4:26] But if you bid on queries with broad match
modifiers like: +leather +shoes, then that
[4:32] would include queries like "leather work shoes."
[4:36] By using broad match modifiers, you can usually
broaden your keyword pool without having to
[4:41] know the exact phrasing searchers are using.
[4:44] So after you've run the ads for long enough,
go to the Search terms report and we're going
[4:49] to look for two things:
[4:50] #1. New topics that are worth pursuing.
[4:53] And #2. Long-tail queries you may not
have optimized for.
[4:58] So, I'm in the Search terms report and I've set
the filter for one of our YouTube ad campaigns.
[5:04] From here, you can set more filters like a minimum
clicks, impressions, CTR, or whatever.
[5:10] You can also sort by column heading or
a combination of the two which can help
[5:14] you narrow in on specific subsets
you might be looking for.
[5:19] Now, all you need to do is scroll through the
report and look for queries that would make
[5:23] sense to target or look for queries where you
already have existing content, that could be
[5:28] better optimized.
[5:30] For example, "yoast seo tutorial" seems like
a pretty popular topic that we haven't covered
[5:35] as you can see from the number of impressions.
[5:37] And we actually have a full playlist on WordPress
SEO so it might make a good fit for our channel.
[5:43] Scrolling down even further, you'll see long-tail
queries like "what is seo and how does it work."
[5:49] Well, we have a video on the main topic "What
is SEO," so I used this data to add the modifier
[5:55] "and how does it work" to our title tag as
it fits naturally and that's exactly what
[6:00] the video is about.
[6:02] Generally speaking, the more ads you run,
the more data you'll have, meaning the more
[6:07] opportunities you'll be able to find.
[6:09] The next use case is to improve click-through
rates on your organic search results.
[6:14] It's widely believed that a higher click-through
rate can lead to improved rankings.
[6:19] But even if it doesn't, more clicks
equals more visitors.
[6:23] Now, since search ads allow you to manipulate
the title and description, you can try different
[6:28] versions of ad copy to try and find
a winning combination.
[6:32] So first, you need to find a page to optimize.
[6:35] To do this, go to the Search results report in
Google Search Console and make sure that
[6:39] you have average CTR and average
position selected.
[6:44] Next, set a filter to only show keywords
in the top 5 or so positions.
[6:49] Finally, sort the table by CTR in
ascending order.
[6:53] Now, what you're looking for here are primary
keyword targets that have a low CTR, but are
[6:58] ranking in a high position.
[7:00] You'll also want to ignore branded
queries that aren't yours.
[7:04] So for us, we might ignore keywords like
"advanced google search" since people
[7:08] searching for that probably want to actually
use Google's advanced search feature.
[7:13] You might also want to ignore really broad
queries like "https" as search intent could
[7:18] be mixed or not crystal clear.
[7:21] So for us, a query to run ads on might be
"ecommerce seo" since we have a dedicated
[7:25] page on the topic, we're ranking in the top
3, but have a really low CTR of just 1.6%.
[7:33] Now, it's important to note that our CTR may
not actually be this low since Search Console
[7:38] includes impressions made by bots (i.e. a rank
tracker tool), but regardless, we could benefit
[7:44] from improving CTR for this query since the
post incorporates our tools pretty heavily.
[7:50] Alright, so the next thing we need to do is create
a list of keywords we can bid on for our ad.
[7:55] So on a filterless version of the search results
report, I'll set a page filter and I'll enter our
[8:00] ecommerce SEO URL slug here.
[8:03] And from here, you can filter through
the queries to find relevant keywords
[8:07] that would be worth targeting.
[8:09] Now, since Search Console shows average positions
and won't show you every keyword you rank for,
[8:15] you can use Ahrefs' Site Explorer
completely free on websites you own.
[8:19] Just sign up for an AWT account
and verify your website.
[8:23] After you're set up, go to Site Explorer
and enter the URL you want to analyze.
[8:28] Next, head on over to the Organic
Keywords report.
[8:32] And here, you can see the keywords the page
ranks for, the position we saw it in on this date,
[8:37] and also use these filters to quickly
get the data you need.
[8:41] From here, you can start your campaign with
various ad copy combinations, run the ads
[8:46] for a period of time, and see which
one performs the best.
[8:50] And after you've found a winner, just change
your title tag and meta description to get
[8:55] more clicks to your page.
[8:57] The next thing you can do is to get backlinks
by advertising for queries with "link intent."
[9:03] Some people will naturally earn links consistently
simply because they rank at the top of Google.
[9:09] And that's one of the huge benefits
to Google search ads.
[9:12] You can pay to have your page appear
at the top of Google's search results.
[9:16] But you can't just advertise for any keyword
and expect it to lead to backlinks.
[9:21] Otherwise, you'd burn through your
budget with little to show.
[9:24] So the goal is to earn backlinks at a reasonable
cost, whatever that might be to you.
[9:29] And the best way to do that is to bid on queries
that have so-called "link intent", meaning,
[9:35] the people searching for the query are
actually looking for resources to link to.
[9:41] And who are these people?
[9:42] Bloggers and journalists.
[9:44] Now, finding these queries can be tough and
you really won't know the outcome until you've
[9:48] actually paid for the ads and waited
for a reasonable period of time.
[9:53] And there are other factors that come
into play like the quality of your content.
[9:56] Meaning… if your content is poor, then ads
aren't a magical formula to attract links.
[10:03] But one type of content that we've tested
with great results are statistics pages.
[10:08] For example, we spent around $1,200 on Google
ads promoting this page on SEO statistics.
[10:14] The ads actually resulted in a good number of
high-quality backlinks and it helped us rank in
[10:19] position 1 and 2 for our target queries.
[10:23] To find topics worth targeting, you can use
a tool like Ahrefs' Keywords Explorer and
[10:27] search for topics related to your industry.
[10:30] So in our case, that would be SEO,
content marketing, and blogging.
[10:35] Next, go to the Phrase Match Report.
[10:37] Finally, hit the Include button and
search for the word statistics.
[10:41] And now you'll see the keyword metrics
for each of these queries.
[10:45] Now, this only tells us about the number
of monthly searches you can expect from
[10:49] a specific country.
[10:51] But it doesn't affirm the fact that
you can get links from it.
[10:54] So the next thing you'll want to do is to
hit the SERP button to see the metrics
[10:58] on the top 10 ranking pages.
[11:01] And all you're really looking for is to see
if the top pages have a lot of referring
[11:05] domains pointing at them.
[11:07] And in the case for content marketing
statistics, they do.
[11:11] But this still doesn't tell us whether these
pages are earnings links on a consistent basis.
[11:17] So to dig deeper, just click on the caret
beside one of the top-ranking URLs and
[11:21] go to the Overview page.
[11:24] And as you can see from this graph, they've
had steady growth in new referring domains
[11:28] since about December 2018.
[11:31] And if we look at Optinmonster's ranking history
for that keyword, you'll see that December 2018
[11:36] is also around the time when they
started ranking at the top of Google.
[11:42] If this strategy interests you, then I highly
recommend watching our full case study
[11:46] on how we built links to our statistics page with
Google ads, which I'll link up in the description.
[11:51] Now, these are just a few tactics that I've
found to be the most actionable so feel free
[11:56] to try them out and if you enjoyed this tutorial,
then make sure to like share and subscribe
[12:01] for more actionable SEO and marketing tutorials.
[12:04] I'll see you in the next one.

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