Pay-per-click campaigns are a great idea when you want to create ripples amidst your target audience and increase your brand’s visibility. However, this path is fraught with problems because of rampant click fraud and rising cost of clicks.
While you can always prevent scammers from skewing results by keeping a trained eye on your campaign metrics, how do you approach the issue of skyrocketing CPCs? The answer is pretty simple. For high returns, you must constantly work on optimizing your PPC campaigns in every way possible and think differently to get the most out of them.
For this, you will have to think out of the box. For instance, did you know that your PPC data can be a goldmine for your SEO department? That’s right!
PPC can be an excellent shortcut for new brands that want to attract traffic to their website. However, with SEO, you need to play the long game. It may take weeks or even months before you see tangible results. Thankfully, you can fall back upon your PPC data to carve a better SEO strategy. This piece outlines ways through which you can repurpose PPC data to grow your online presence:
Keyword Research
Many digital marketers make the mistake of trying to rank for the most popular keywords in the niche. However, this seldom brings good results.
With a well-optimized PPC campaign, you get the opportunity to test out the effectiveness of multiple keywords. This endeavor helps you to zero in on the ones you can rank for organically.
For this, your campaign’s Search Terms Report will essentially become your Bible! It will shed light on the less competitive search terms that bring you clicks. Later, you can even use them to draft blog posts to draw organic traffic to your website.
Traffic Insights
With PPC campaigns, you get a sneak-peek into the type of traffic your website gets. For instance, clicks generated from a particular geographical region may help you to understand the purchasing power of the visitors. If most of the people who visit your website via mobile devices end up leaving within a few seconds, this means that your website isn’t optimized for mobile viewing.
As you must be aware, website responsiveness is a critical component of search engine optimization. It plays a vital role in determining its search engine ranking. Thankfully, a PPC campaign will leave you with insights regarding the location of your target audience, the type of devices they use, as well as their buying intentions. This will help you to take appropriate actions to improve your site’s quality and cater to the people who are most likely to be your customers.
In addition to this, you can also use this data to enhance your website’s conversion funnel. Savvy digital marketers play with multiple landing page design structures and elements to zero in on the ones that work best with their PPC campaigns. Once this is done, you can draw out elements from the most effective landing pages, such as CTA placements, button sizes, and colors to use them on your SEO-powered website.
As you can see, there are a lot of possibilities when you have PPC data by your side. When implemented correctly, it can drive substantial traffic to your website and also enhance your lead generation capabilities.
Faisal Abidi
