n reports that can help SEO and PPC succeed together //

Does anyone still create artificial opposition between PPC and SEO ? (e.g. “We rank organically first, so we do not need to buy an ad”)

What about hiring an agency that specializes in PPC or SEO or keeping your in-house team in silos?

You’re not far away. These situations still occur more often than I would like to admit.

Truthfully, any agency or brand marketer who is not committed to combining SEO and PPC in a way that makes them stronger does their organization (or clients) a great disservice.

You can communicate the key takeaways from certain metrics to your colleagues by simply looking at them.

This article outlines seven reports that your paid-for and SEO teams could run, and the actions your colleagues can take based on their findings.

What paid reports mean for SEO

1. Top-performing keywords

PPC teams will have a list with the top keywords they want to give extra love. This can be in the form of exact matches, small or single keyword adgroups, custom landing pages etc.

This list should be regularly updated by your SEO team, to include new additions as well as drop-offs.

Statista reports that only 38% people trust ads in search engines. They’ll be searching for other relevant listings.

For many keywords, people are searching for information based on awareness or education. Direct-response advertising won’t deliver this as effectively as SEO content.

The top performing keywords can be used by SEOs as a fertile ground to add value.

SEO metrics in the lower funnel will be boosted by people who have conversion intent and are searching for keywords.

2. Highest-CPC keywords

This is a crucial metric that you should share with SEO if PPC costs are prohibitive.

SEO teams can focus on bringing value to a space that is otherwise unreachable by focusing on keywords that have become too expensive for PPC campaigns.

3. Search top impression share drops monthly and there is a drop in the impression share.

Both parties may be experiencing increased competition. Costs will increase on the PPC side due to increased competition.

It’s a sign that, for high-priority searches, it’s best to concentrate on creating new pages, optimizing content, and optimizing metadata.

Dig deep: Your guide to SEO reporting in 2023

What SEO reports mean for PPC

4. Keyword performance dips

This is the same principle, but reversed: Sharp drops in keyword performance may be indicative of increased competition.

It should start a discussion with the PPC department about whether or not they should give these keywords priority in their campaigns.

This is also a sign for both teams that they should dig deeper and find out who is competing for this traffic, and what type of messaging each team uses.

5. Priority Keywords

Imagine that SEOs have a specific set of keywords in mind. The PPC team will have access to valuable data about audience behavior and messaging.

Note Good SEO teams are able to determine the level of intent associated with their keywords.

Do the keywords focus more on engagement or awareness than conversion?

PPC people should create keyword-based custom audience for channels such as GDN and YouTube in order to cast a wider net at lower costs.

6. Keyword difficulty

SEOs often analyze a list of keywords that are high priority and discover that there is a lot of competition.

PPC teams will likely be the ones to benefit from any quick wins, not SEOs.

The PPC team may be able to take some liberties with the budget and CPC cap if the teams have agreed on a focus on growth for specific keywords.

7. Pages and content that perform best

The factors that make pages and content pieces rank well and drive significant traffic are:

• Demand is high.
• Google considers that the property is of high quality.

PPC people can learn a lot from landing pages.

Content that is successful can be used by PPC teams for gated content or ungated content to build audiences.

Imagine that SEOs already drive traffic to pages where conversions occur (e.g., signups for demos, clickthroughs to product page, etc.). ).

The PPC team will be able to use this information in order to:

• Promote their own pages to drive traffic.
• You can also create a list of messages and value propositions that you will test on their landing pages and ad copy.

Dig deep: Use search query reports to optimise PPC campaigns

Communication that is intentional can unlock growth

Once you have built your framework, the best way to make sure these insights are shared with the other teams and hold them accountable for their takeaways is to schedule regular meetings or reports.

Each team should at least be familiar with:

• Priorities of growth for the other team.
• The key campaigns of the other team.
• In the pipeline: Strategic content and landing pages.

This level of communication has surprising benefits. The introduction of the other team’s initiative has led to some fantastic brainstorming between teams.

Understanding the bigger picture and how channels interact will help you create compelling stories for your clients or executive team, whether you are at an agency or working in-house.

The post 7 Reports SEO and PPC Can Use to Help Each Other Succeed first appeared on Search Engine Land.