Running an SEO campaign is a significant investment of time and resources. There are a lot of on-site factors that you have to get right. It’s a lot of work, and you can never be 100% sure if it was worth the investment until your content is ranking on the front page of the search results.
This guide will discuss how you can utilize Google Ads to test a page before you embark on a costly long-term SEO campaign. Read on to learn more about Google Ads and how to take advantage of the platform to support your next SEO campaign.
1. Test the potential SEO ROI
When you run an SEO campaign, you have a goal in mind. Generally, the goal of getting a piece of content or a page to rank in the search results is one of the following:
- Customer Acquisition: directly sell a product or service to visitors.
- Lead Acquisition: generate a lead onto an owned marketing channel. For example, grow your email list.
- Brand Awareness: make potential customers aware of your product/services.
Most companies will run an SEO campaign based on the assumption that ranking for a particular keyword will help them achieve one of these goals. Running a Google Ads campaign allows you to gather data relatively cheaply to test those first two goals.
Through a PPC campaign, you can test how your page converts visitors into sales. You can check the conversion rate onto your email list easily as well.
The data you collect from a PPC campaign will not perfectly reflect what you’ll see from having a piece of content ranking on the first page of Google. The conversion rates will likely differ, and the volume of clicks you receive will not be the same. However, you can gain plenty of valuable insights that can help you decide if it’s worth running a campaign focused on certain keywords.
2. Gain on-page engagement insights
Google wants to provide people who use their service with a great user experience. The more people use their service, the more money they make from paid ads.
Google has mastered the art of providing a great user experience. How people engage with your content is a critical factor that impacts where content should rank in the search results. You can use Google Ads to gain insights into bounce rate, time on page, and other user experience signals that impact SEO. – Read more