New research discusses why people engage with search ads and how to use that data to inform search marketing strategy.

An effective search marketing strategy uses PPC and organic SEO services as complementary efforts.

Specifically, using data from your PPC ad campaigns, you can learn what keywords, copy, topics, and formats your target customers interact with most.

This isn’t new information: combining PPC and SEO services is an established and effective digital marketing strategy.

If you depend on PPC data to inform your search marketing strategy, though, it helps to understand why people click on search ads.

A recent survey report from Clutch reviews and answers this question. The report finds that age plays a significant factor in how people search for information and engage with search ads, as does people’s preferred search engine.

With the knowledge of not only what types of search ads people click, but why they click on ads, your business can structure your search marketing strategy for maximum engagement.

Begin Search Marketing With Keyword Research

To find and engage the right audience for your content through search, you need to understand the keywords, search platforms, and search listings that appeal to your target audience.

The effectiveness of your PPC campaigns depends on how well you bid on keywords that catch the attention of your target audience.

The best way to determine this information is to conduct keyword research. Understanding what terms your customers search online is the first step to crafting highly-engaging ads.

Use keyword tools such as Google Ads and Bing Ads to explore the frequency, competition, and average bidding price for your PPC keywords. These factors are your primary determinants for choosing which keywords best fit the profile of your audience and are worth bidding on.

SEO%20Firms/Paid%20Search%20Survey_Q4%202018,%20Q1%202019/Pt%202_SEM%20Strategy_Jan%202019/Google%20Ads_seo%20services.png

Researching your competitors and audience preferences also helps you uncover keywords that appeal to your target audience.

If you notice that your competitors are consistently appearing for a certain group of keywords, you can assume they value those terms.

As a market competitor, this should inform your keyword strategy: you can either work to outbid them for their well-performing terms or target related terms that you may have a better chance at winning a bid on.

Value of PPC Advertising

PPC offers many benefits, especially for businesses with new websites.

First, PPC advertising builds brand awareness.

If you are launching or operating a new domain, it can take a while before your site’s content begins to show up in the organic search results for any terms.

PPC advertising offers a way to fill that time gap: Through PPC ads, you can start building awareness and driving traffic immediately.

The branding value of being among first results for target terms isn’t always tangible, but it offers a chance for your company to establish some recognition right from the get-go.

Align Keywords, Search Platforms, and Ad Formats With Your Target Audience

Understanding how your audience responds to paid search advertising will help you create ads that appear for your target keywords.

Clutch’s survey found that baby boomers (ages 55 and older) are most likely to click on PPC ads that include a brand name they recognize. This age group is also the most likely to click on Bing search ads (though they still click on Google ads the most).

Younger generations, on the other hand, are much less swayed by branding. Instead, they most often click on an ad because it directly answers their search query.

Marketers need to also understand how people interact with ads based on the search engine they use.

For example, people searching on Google tend to engage with paid search ads that directly answer their questions or are listed higher than other search results.

../../../../../Desktop/Graph-1_people-click-on-google-search-ads_SEM-pt2.jpg

On Amazon, however, one-third of users click on a paid ad because it features a familiar brand.

Tailoring your search marketing to specific age groups and search platforms allows you to save money on advertising while reaching the greatest number of target customers.

How to Use PPC Ads to Boost Your SEO Efforts

The value of PPC advertising needs to be balanced against its costs. Because it’s “pay per click,” the more clicks you receive, the more you have to pay.

In addition, to maintain visibility at the top of a search results page, you need to consistently invest in PPC ads or pay a company for PPC management (the cost of PPC companies varies, but it’s a cost nonetheless).

To achieve long-term, cost-efficient search marketing success, you need to invest in SEO services.

SEO is a long-term investment: it takes time to achieve the content build-out,

traffic, and inbound links needed to signal to Google that your site is a relevant source of information about a target term (not to mention other ranking factors it takes into account).

Once you achieve strong search rankings, though, your SEO success can be self-sustaining: the more clicks you earn, the more traffic your site receives. If your content is relevant, high-quality, and engaging, you can also boost the number of inbound links to your sites and lower your bounce rate. These factors are all signals you to Google to rank your content for those terms.

Your PPC efforts are crucial to determine which keywords, ad copy and descriptions, and type of content can achieve that self-sustaining success.

Specifically, the results of your PPC advertising campaigns give insight into:

  • Keywords people engage with: What are the terms your target audience are most likely to engage with?
  • Ad copy people click on: Is there any specific wording or tone in your ads that earned the most engagement?
  • Content people click on: What type of content that you advertised earned the most clicks? Video? Blogs? Infographics?

Use this information to help determine what keywords to target, how to write your meta titles and descriptions, and how to craft compelling headlines.

With those site elements optimized for engagement from search audiences, you can format your SEO efforts for maximum success.

Combine PPC and SEO for an Effective Search Marketing Strategy

When PPC and SEO are combined, your search marketing efforts become more effective and fast-acting.

Start with thorough keyword and audience research to help craft your PPC ads. Then, use the review the results of your PPC campaigns to inform how you structure your SEO strategy: the terms you target, the copy you use, and the content you promote.

Before you attempt the “tried-and-true” version of this strategy, though, take into account why people click on PPC advertising. With this knowledge, you can smartly invest in PPC ads and better inform your organic SEO.

Bio: Grayson Kemper is a senior content developer and marketer at Clutch. He focuses on SEO services and emerging tech research.

Specifically, using data from your PPC ad campaigns, you can learn what keywords, copy, topics, and formats your target customers interact with most.

This isn’t new information: combining PPC and SEO services is an established and effective digital marketing strategy.

If you depend on PPC data to inform your search marketing strategy, though, it helps to understand why people click on search ads.

A recent survey report from Clutch reviews and answers this question. The report finds that age plays a significant factor in how people search for information and engage with search ads, as does people’s preferred search engine.

With the knowledge of not only what types of search ads people click, but why they click on ads, your business can structure your search marketing strategy for maximum engagement.

Begin Search Marketing With Keyword Research

To find and engage the right audience for your content through search, you need to understand the keywords, search platforms, and search listings that appeal to your target audience.

The effectiveness of your PPC campaigns depends on how well you bid on keywords that catch the attention of your target audience.

The best way to determine this information is to conduct keyword research. Understanding what terms your customers search online is the first step to crafting highly-engaging ads.

Use keyword tools such as Google Ads and Bing Ads to explore the frequency, competition, and average bidding price for your PPC keywords. These factors are your primary determinants for choosing which keywords best fit the profile of your audience and are worth bidding on.

Researching your competitors and audience preferences also help you uncover keywords that appeal to your target audience.

If you notice that your competitors are consistently appearing for a certain group of keywords, you can assume they value those terms.

As a market competitor, this should inform your keyword strategy: you can either work to outbid them for their well-performing terms or target related terms that you may have a better chance at winning a bid on.

Value of PPC Advertising

PPC offers many benefits, especially for businesses with new websites.

First, PPC advertising builds brand awareness.

If you are launching or operating a new domain, it can take a while before your site’s content begins to show up in the organic search results for any terms.

PPC advertising offers a way to fill that time gap: Through PPC ads, you can start building awareness and driving traffic immediately.

The branding value of being among first results for target terms isn’t always tangible, but it offers a chance for your company to establish some recognition right from the get-go. 

Align Keywords, Search Platforms, and Ad Formats With Your Target Audience

Understanding how your audience responds to paid search advertising will help you create ads that appear for your target keywords.

Clutch’s survey found that baby boomers (ages 55 and older) are most likely to click on PPC ads that include a brand name they recognize. This age group is also the most likely to click on Bing search ads (though they still click on Google ads the most).

Younger generations, on the other hand, are much less swayed by branding. Instead, they most often click on an ad because it directly answers their search query.

Marketers need to also understand how people interact with ads based on the search engine they use.

For example, people searching on Google tend to engage with paid search ads that directly answer their questions or are listed higher than other search results.

On Amazon, however, one-third of users click on a paid ad because it features a familiar brand.

Tailoring your search marketing to specific age groups and search platforms allows you to save money on advertising while reaching the greatest number of target customers.

How to Use PPC Ads to Boost Your SEO Efforts

The value of PPC advertising needs to be balanced against its costs. Because it’s “pay per click,” the more clicks you receive, the more you have to pay.

In addition, to maintain visibility at the top of a search results page, you need to consistently invest in PPC ads or pay a company for PPC management (the cost of PPC companies varies, but it’s a cost nonetheless).

To achieve long-term, cost-efficient search marketing success, you need to invest in SEO services.

SEO is a long-term investment: it takes time to achieve the content build-out,

traffic, and inbound links needed to signal to Google that your site is a relevant source of information about a target term (not to mention other ranking factors it takes into account).

Once you achieve strong search rankings, though, your SEO success can be self-sustaining: the more clicks you earn, the more traffic your site receives. If your content is relevant, high-quality, and engaging, you can also boost the number of inbound links to your sites and lower your bounce rate. These factors are all signals you to Google to rank your content for those terms.

Your PPC efforts are crucial to determine which keywords, ad copy and descriptions, and type of content can achieve that self-sustaining success.

Specifically, the results of your PPC advertising campaigns give insight into:

  • Keywords people engage with: What are the terms your target audience are most likely to engage with?
  • Ad copy people click on: Is there any specific wording or tone in your ads that earned the most engagement?
  • Content people click on: What type of content that you advertised earned the most clicks? Video? Blogs? Infographics?

Use this information to help determine what keywords to target, how to write your meta titles and descriptions, and how to craft compelling headlines.

With those site elements optimized for engagement from search audiences, you can format your SEO efforts for maximum success.

Combine PPC and SEO for an Effective Search Marketing Strategy

When PPC and SEO are combined, your search marketing efforts become more effective and fast-acting.

Start with thorough keyword and audience research to help craft your PPC ads. Then, use the review the results of your PPC campaigns to inform how you structure your SEO strategy: the terms you target, the copy you use, and the content you promote.

Before you attempt the “tried-and-true” version of this strategy, though, take into account why people click on PPC advertising. With this knowledge, you can smartly invest in PPC ads and better inform your organic SEO.

grayson

Grayson Kemper is a senior content developer and marketer at Clutch. He focuses on SEO services and emerging tech research.
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