Selecting the appropriate keywords is essential for companies spending money on SEO (Search Engine Optimisation). However, there is no assurance that a term will increase traffic or conversions, and ranking for a keyword takes time. PPC (Pay-Per-Click) advertising can be especially helpful in this situation.
With Google Ads and Microsoft Ads, you can test SEO keywords in real time, gathering insights before committing to long-term optimisation efforts. We’ll go over how to use PPC as an SEO testing ground in this blog, making sure to concentrate on high-value keywords that yield results.
Why Use PPC to Test SEO Keywords?
PPC and SEO work well together, and there are a number of benefits to testing keywords with paid search:
- Immediate Traffic & Data – PPC provides data in a matter of days, in contrast to SEO, which may take months to produce results.
- Performance Insights – Determine which keywords generate engagement, clicks, and conversions before naturally optimising them.
- Cost-Efficient SEO Strategy – Avoid spending time optimising for low-performing keywords.
- Understand User Intent – Determine which terms draw in high-intent – these will most likely be conversion-ready users.
Step-by-Step Guide to Testing SEO Keywords with PPC
Step 1: Identify Potential SEO Keywords
Start with a list of keywords you are considering for SEO. These might include:
- High-volume terms (e.g. “luxury hotels in Dublin”)
- Long-tail keywords (e.g. “best boutique hotels in Dublin for couples”)
- Competitor keywords (e.g. “alternative to [Competitor Name]”)
- Question-based searches (e.g. “Is Dublin good for a weekend trip?”)
Use tools such as Google Keyword Planner, SEMrush, or Ahrefs to identify keyword opportunities.
Step 2: Set Up a PPC Campaign to Test Keywords
Now, create a Google Ads campaign to test these keywords.
- Campaign Type: Search Campaign.
- Ad Groups: Organise keywords into closely related themes (e.g., “Luxury Hotels” vs. “Budget Hotels”).
- Match Types: Start with Phrase Match and Exact Match for more precise results.
- Ad Copy: Align with the search intent to ensure relevance.
- Landing Pages: Use SEO-friendly pages to gauge potential organic performance.
Tip: Set a budget cap to prevent overspending during testing.
Step 3: Analyse PPC Data for SEO Insights
After running your PPC campaign for a few weeks, assess the data in Google Ads and Google Analytics.
Key Metrics to Monitor:
- CTR (Click-Through Rate): A high CTR indicates strong search intent and compelling ad copy.
- Conversion Rate: Keywords that drive sales or leads are high value for SEO.
- Bounce Rate and Time on Page: A low bounce rate and longer time spent on the page suggest high-quality traffic.
- Search Terms Report: Discover new keyword variations people are searching for.
- Cost per Conversion: If the cost is too high, the keyword may not be worth targeting for SEO.
Step 4: Apply Learnings to Your SEO Strategy
- High-Performing Keywords: Prioritise these for SEO content, blogs, and landing pages.
- Low-Performing Keywords: Avoid spending time and effort optimising these organically.
- New Keyword Discoveries: Add these to your SEO content plan to use for future ranking opportunities.
Final Thoughts
PPC is a powerful tool for testing SEO keywords, ensuring your organic efforts are focused on high-performing terms. Instead of waiting to see your SEO results and performance over time, PPC allows you to validate your keyword strategy in days.
Want to refine your SEO & PPC strategy? Sprint Digital can help you run smart, data-driven campaigns that maximise your ROI
