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.
Benefits of Using 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.
Author Bio: Katie McGarr is one of the resident writers for SPRINT DIGITAL Agency Dublin, a firm offering an extensive range of digital marketing and website services to businesses across UK, Ireland, and Continental Europe. She enjoys sharing her insights about blogging, web design, SEO, and other forms of digital marketing.
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