How Your Paid Search Team Can Learn From Organic Traffic
Organic traffic is such a crucial part of any SEO & PPC campaign – Yes, you read that correctly. Often organic search is overlooked in PPC campaigns and marketeers tend to focus purely on the amount of clicks your campaign receives.
It is really important to know what happens after your PPC campaign gets those all important clicks.
Recently, we have noticed that Google Analytics has added Search Console reports to help analyse incoming organic traffic. The integration between Google Analytics & Search Console is a really exciting announcement to hear & got us thinking – “What can we take from these organic search insights and how can we apply them to your paid search campaigns?” – Let us tell you how:
1. Identify organic pages with great on-site engagement but low CTR
To keep up with Google’s latest algorithmic updates and ranking factors, your SEO team will be constantly making optimisation & content changes, in order to increase rankings for highly engaged pages, with very little CTR.
Your paid search team can discover which are the top performing pages, and have the highest engagement. This is the conventional testing method for landing pages during your PPC campaign and one which works very well for some businesses.
This way you can also evaluate what interests your audience, within your content and you can utilise that interest to drive your paid strategy.
Of course, users who arrive from organic traffic may have many different intentions and differences from people who arrive from a paid ad, but you can still learn a great deal from the pages that are performing well.
Now, your paid search team should be able to identify what is working for your site and with the knowledge of high-potential & performing keywords, ad text and extensions.
2. Find out what organic is doing to drive high amounts of traffic receiving
Even if your PPC campaign is gaining high-amounts of organic traffic with very little engagement, it is still a great indication of what should be included and incorporated into an ad’s text for your paid search campaign.
There is a common struggle in relation to organic traffic to your site and often the case tends to be “I’ve got a really great CTR for my content, but it doesn’t seem to be getting a high-level of engagement”. That’s why you need to re-asses your content and messaging techniques in your ad text. This can be done by finding out what organic search terms are getting the most clicks, and what hasn’t worked in your PPC campaigns in the past – is a great learning curve.
By learning what copy drives high CTR’s from any of your organic listings is just screaming out to be incorporated into your ad text. So, it’s really important to determine the most engaging pages of your site, and direct the ads to that page. In the mean time your organic team can continue to research and build more engaging pages. Then, once the ad text has been written, you have a brand new set of optimised landing pages to try out yourself.
3. Discover which queries are ranking well for each organic landing page
From an organic perspective, this a fantastic opportunity to see what is working well for your business and apply these successful tactics to other marketing sections of the business like Paid Search for example.
People often underestimate how well paid and organic listings actually work together. It’s something that’s most common on brand queries, but it often happens in plenty of other places as well. If your brand name and key terms are consistently ranking 1st organically, then your paid search teams should look into how those terms could be beneficial for those paid ads also.
4. Identify countries which are performing well organically
Location is a key segmentation factor to consider when creating a paid search campaign. You may have a landing page which is performing really well from a CTR or engagement perspective – but this doesn’t mean it will be successful throughout the whole web.
Making the decision on where to invest your resources for international audience in your Paid search campaign can be really difficult. There are a number of tools available, which can help you make this decision – but the best tool to have at your disposal is your organic rankings.
We cannot stress the importance of correctly analysing current organic performance enough. If you are a bit stuck on deciding which countries/languages to expand to during your paid search campaign, then we highly recommend you see which countries are performing organically well.
If there are certain aspects of your site which are really popular across certain countries throughout the world, then focus on those positive aspects and convert those appealing features throughout your paid search campaign
5. Research Google’s new & improved devices report
If you ask the majority of marketing professionals, we are sure they will all agree with the fact that segmentation is key in any business. That’s because over the years we have seen that users tend to respond differently to your site, based on what device they’re on.
It is really important for your business to understand the aspects of device segmentation, especially with imminent announcement of bid adjustments across smart devices. Before your paid search team carries out a PPC campaign, they need to have a better understanding of how traffic interacts with your site, including tablet and mobile performance.
So take these points on board and make sure you and your Paid Search team have a detailed understanding of your organic traffic and apply those lessons to your paid strategy. By doing this you will be able to evaluate what types of terms are working for different devices, and use it as additional context for when your paid search team is setting your device bidding strategy for those terms and campaigns.
Implementing these insights into your paid search campaign can be a great platform for your PPC team. If you need professional help with your PPC & Organic search campaigns, then please feel free to get in touch with Ricemedia to put our expertise to use.