How SEO and AdWords Work Together

April 28, 2022

If you want to promote your website or business, there are several digital marketing strategies you can leverage.

You can use search engine optimization (SEO) to improve your ranking on search engines like Google and Bing, or you can run paid ads through programs like Google AdWords. 

When done correctly, these methods can effectively drive organic traffic to your website and increase your sales. The question is now which one should you use.

For the best results, you don’t have to choose between the two—you can learn how SEO and AdWords work together, instead.

Using SEO will have an impact on your search engine rankings and online visibility, and this has a direct effect on the success of your Google AdWords campaign

Ads & Keywords

How SEO and AdWords Work Together

Google AdWords allows you to use keywords for your pay-per-click ads. Companies in the same niche often want to use the same keywords, so a bidding system is in place.

Your choice of keyword phrases largely depends on the rate you are willing to pay for each ad click, and Google ranks your position based on your highest or maximum rate bid.

To set up an effective AdWords campaign, you must stake your budget on the right keywords. This is where a robust search engine optimization (SEO) campaign comes in. 

Optimized website content means integrating valuable, relevant, high-traffic keyword phrases into your site. For instance, if you use keywords in your ads that are not on your site, visitors will interpret this as clickbait.

If your landing pages and AdWords are not related at all, you will not be successful in either venture. 

Google penalizes ads with very low SEO relevance to their target landing page—marketers and business owners are charged more when someone clicks on their ads.

That is why mastering how SEO and AdWords work together is not only an advantage, but a must, too.

The Importance of Keywords in Ads

When it comes to online advertising, one of the most important decisions you must make is what keywords to target. When a user looks up these keywords, your ad will be displayed, and they will be enticed to click on it.

Choosing the right keywords will lead your target audience directly to your website and your landing pages. Ads can lead a potential customer to learn more about your brand and eventually purchasing your product or signing up for your service.

Another reason to include keywords in your ads is that they can improve your click-through rate (CTR). The CTR is the percentage of people who see your ad and then click on it.

If you have a high CTR, it means that your ad is showing up for your intended audience, and you have the opportunity to turn them into leads.

Targeting effective keywords will reach people interested in what you have to offer. This is an essential element of lead generation, increasing website traffic, boosting sales, and giving you a much-needed competitive edge in your niche. 


Why You Should Know How SEO and AdWords Work Together

The keywords you choose to target are of utmost importance because your ad will be displayed when someone looks it up on Google. That’s how SEO and AdWords work together.

The searcher will only click on your ad and browse your landing page if it is relevant to what they are looking for.

If you aren’t sure what keywords to target, you can begin with phrases directly related to your products or services. They are the keywords that online consumers are most likely to use when looking for something specific.

Finally, when your ad is displayed in response to these specific queries, potential customers are more likely to click it.


Keyword Research: the Ultimate Tool

Keyword research is the process of finding and targeting the right phrases to help your landing pages and blog posts rank well on search engine results. It is one of the most critical and often overlooked elements of SEO.

With thorough keyword research, you can determine which keywords have the highest search volume and the lowest competition.

These are the best phrases to integrate to ensure high-end SEO performance and an efficient Google AdWords campaign.

Competitors Matter

It is essential to analyze the competition, especially how they market and advertise their products or services.

You should always be aware of what your competitors are doing, and this includes tracking their marketing campaigns, product releases, and pricing.

By analyzing your competition, you can gain insights into what works for your shared audience and what doesn’t. You can also find opportunities to differentiate your business from theirs and give yourself an advantage. 

Competitive analysis can also help you stay ahead of the curve and establish your brand as an authority in your industry.

Usage Guide on How SEO and AdWords Work Together

If you want a winning and successful campaign using AdWords and SEO, you must set specific, quantitative campaign goals.

Consider your target audience and what keywords you would need to make them click on your ad. Then, do the proper research to find the right data that will help you reach your target market.

Here are the basic steps to help you grasp how SEO and AdWords work together:

  • Go to the Google Ads Website

Create an account and click on the button to create a new campaign.

  • Choose a Campaign Type

You can choose from several options on the type of campaign you want to run. If this is your first time using Google AdWords, it’s best to use “Search Network Only.”

Name your campaign and make sure it is relevant to your landing page or business.

  • Select a Location For Your Ad

At this point, you should already know all the important details related to your target audience: demographics, purchase behavior, product preferences, and location.

When you set up a Google AdWords campaign, you can choose to target potential customers in a certain location. You can target online consumers from an entire country, or you could make it more localized by selecting a certain city or state.

Ad localization will help you reach the right searchers who will eventually become your leads. If your business is big enough to cross over internationally, creating distinct campaigns to target different regions is best.

  • Set Your Budget

Next, set up a daily budget depending on how much you are willing to pay for each ad click. It’s best to start low so as to gather essential customer data and study your target audience’s behavior.

Once you have more information, you can further calibrate and re-strategize to gain better results.

Always check your campaign dashboard to review the number of clicks and whether you’ve gone over your maximum ad budget. 

  • Add Your Keywords

This will be easier if you have already performed keyword research and optimized your landing pages to synchronize with your AdWords campaign. Input these specific, targeted keywords to help you reach your audience and boost organic traffic to your website.

These valuable, relevant, high-volume keywords are the keys to your campaign, so choose them very carefully.

  • Create Your Ad

For your ad copy and headline, use the keywords your targets would most likely use in the search bar. Make the copy engaging and appealing, phrased briefly and succinctly to grab your target’s attention.

Make sure that the description focuses on benefits, special offers, and even discounts or special rates along with the target keywords. Then end with a strong call-to-action (CTA) to entice your targets to click on the ad. 

Your landing page must be well-designed, quick to load, easy to navigate, and directly connected to the keywords you used in your AdWords campaign.

Optimizing your landing page ensures that the targets will stay on the page and explore what a business could offer. 

  • Set Up Tracking Conversion

Google will then give you several options to track your ad’s conversion rates. You can opt for one of the following, depending on your type of business:

  1. Ecommerce orders
  2. Webform leads
  3. Calls from the website
  4. Calls from the ads (if phone numbers are displayed)

Use the best tracking method to review overall ad performance and efficiency. After some time, you can use this data to revise your ad and recalibrate your keyword choices to reach more of your targets and convert more leads. 

Plan Your Winning Campaign with SEO and Google AdWords

Setting up an ad campaign online may seem simple enough, but certain strategies will give you an advantage over your competition. Learning how SEO and AdWords work together will make your brand a force not to be reckoned with.

However, should you not have the time to master SEO and Google AdWords, you can outsource your digital campaign. Kala Agency’s Google-certified digital marketing experts, for instance, can net heighten your brand awareness in no time.

Their enterprise SEO and pay-per-click services will help your business bypass the competition entirely and bring your target market to your door. Reach out for a free with no-obligations!

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