Using Google Search Console for PPC

While most companies today use some combination of SEO or PPC for their online marketing, many do not properly integrate the two into one cohesive strategy. Additionally, the Google Search Console, formerly known as Webmaster Tools, is underutilized by companies to understand how their site is being indexed by Google. Google Search Console also provides Search Analytics. This gives insight into the keyword variations that a website is coming up for in Google Search Engine Result Pages. Evaluating this data is very important in terms of keyword and content planning for SEO purposes. However, this data can be used for PPC strategies as well!

Keyword research and keyword matching can be very challenging, especially when launching a campaign. The Google Keyword Planner’s keyword research suggestion can be broad on keyword variations and volume estimates. Additionally, the data provided in Actual Search Query reports can be limited, especially if a keyword isn’t getting any clicks.

When looking at Search Analytics data in Google Search Console, we can see the query variations, impressions, current clicks, CTR, and the current position in Google. If you are still testing and looking at different keyword variations and match types to use in your PPC campaigns, this data can give you insight on how the market is currently searching.

Included in this can be ideas for match types, the difference in customer vernacular and keyword semantics. This can provide a guide for keyword match types, and possibly what negative keywords to use or avoid.

Additionally, Search Analytics can give insight into where your current organic listings issues are. For example, you see a keyword variation that is getting a lot of impressions but little clicks due to a low position. This represents a good opportunity to use this keyword variation in your PPC campaigns in order to generate higher SERP visibility in rapid fashion.

We all know that keyword saturation is critical when testing ad copy. Evaluating this keyword variation data and how your target audience searches may shed light on writing test ad copy. Combining actual search query reports with Search Analytics data from Search Console can also help with ad copy ideas and meeting the search demands of your target audience.

The Search Analytics section of Google Search Console is a very helpful tool for SEO purposes. Don’t overlook it as a great PPC tool as well!


Joseph Ford

Joe Ford is a Managing Partner at Netvantage SEO. In addition to overseeing day to day business operations of Netvantage, he directs paid search strategy and management. Ford is on the Marketing Committee for Impression 5 Science Museum, and the Executive Board of the Capital Area IT Council. He was previously a member of the Lansing Regional Chamber of Commerce Executive Board of Directors for 8 years. Additionally, Ford is an adjunct faculty member in the Eli Broad College of Business at Michigan State University.

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