6 Ways Google Ads Can Increase Engagement in Organic Search

Table of Content

How else might PPC support your SEO efforts?
1. When searchers encounter ads, they click on organic listings more frequently.
2. Ads raise brand recognition and may result in future natural clicks or conversions.
3. SERP real estate is increased by Google ads.
4. PPC and SEO used in conjunction to combat negative PR
5. Brand mentions, shares, and external links are all increased by Google Ads, which can all help with organic rankings.
6. Better messaging can be informed by Google Ads data.
 

Google is updating the look of its search advertising with fresh visuals that highlight brand names and logos. The word "ad" will no longer appear in Google search advertising, and company names and logos will also be added. These modifications make it simpler to discern between Google Search advertisements and organic results.

Well, it might increase user interaction with your organic listings.

Source: Safalta.com

Let's start by making it quite obvious that using Google Ads for advertising has NO DIRECT EFFECT on or benefits from Google's organic rankings. In other words, using Google's platform for advertising does not improve your position in search results. To be sure, Google undoubtedly goes above and above to prevent advertisers from gaining a natural edge over those who do not pay for their ad platform.

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You can check other related blogs below:
1. Powerful SEO Techniques to rank in Google
2. How to get powerful SEO backlinks? Top 10 Tips to get Backlinks
3. Search Intent - All You Should know
4. What is page experience in Digital marketing?
5. SEO Vs PPC: Which is beneficial?
6. How to Research Keywords for SEO?
 

How else might PPC support your SEO efforts?

Despite this, PPC advertisements can also offer indirect advantages, such as the keyword insights we highlighted in our earlier post. Let's look at the advantages!

1. When searchers encounter ads, they click on organic listings more frequently.

HubSpot estimates that between 70 and 80 per cent of search engine consumers only pay attention to organic results. However, Google Advertising is prominently displayed on almost all searches, and if you are running ads and performing well, that brand recognition with an ad might be beneficial.

In reality, a Google study paper from a while back indicated that this was the case. Therefore, even though Google does not directly benefit from organic click-through rates (CTRs), it is human nature for people to place more trust in an organic ranking after seeing a brand advertisement. This brings us to our second advantage.
 

2. Ads raise brand recognition and may result in future natural clicks or conversions.

Marketers are aware that a searcher might not take action when they first encounter your brand. The usual searcher doesn't take instant action when presented with a banner ad, a search ad, or an organic listing. They might be aware yet do nothing. The more often consumers encounter your brand through advertisements, natural listings, or social media, the more probable it is that they will click to learn more about you.

If your organic ranking is low, an ad can help, but even then, if an ad features your brand and the searcher subsequently sees your organic listing on pages one or two, they are more inclined to trust and click it. Many consumers still choose not to click on advertisements, but they will allow them to enlighten them.
 

3. SERP real estate is increased by Google ads.

Google's search advertising occupies space on the page when you run them. The likelihood of receiving a click, including organic clicks, increases with the amount of real estate you occupy on the first page of search results.

This is especially valid for terms that are brands. Placing brand campaigns on Google is something we frequently advise doing to prevent rival brands from running ads at the top of the page to steal your traffic. Additionally, when you run advertisements for branded terms, you're adding to a SERP that is probably already crowded with your organic website listing, your social media channels, and any other brand listings that may be pertinent. Any competitors may be forced off the front page by the space that the ad occupies.
 

4. PPC and SEO used in conjunction to combat negative PR

Being able to knock a rival off the front page could be crucial. A short side notes: When I use the term "competitor," I mean any organisation or website with which you are in direct competition for a certain keyword. It might not be the specific businesses you believe your industry or niche to be competitive with. Perhaps a negative review was placed on a "reviews" site that is vying for your brand's attention.

You don't want that negative review to harm your website's traffic or your company by appearing on the first page of search results. If you find yourself in this circumstance, you absolutely must use Google Ads with site links and all available ad extensions to remove the worst results from page one. Press releases, blog pieces, and other "real-time" content can also be published with the intention of having it indexed and posted to the SERPs' home page.

Although being in this scenario is never enjoyable, remain persistent and maintain creating material for your site's pages or advertisements. That unfavourable content will eventually fall in the ranks.
 

5. Brand mentions, shares, and external links are all increased by Google Ads, which can all help with organic rankings.

Brand activity can assist raise the criteria that affect organic rankings and exposure, such as social mentions, website visits from social media channels, and an increase in connections to your site. Even though Google doesn't directly benefit PPC marketers, there are advantages given the ranking variables associated with the aforementioned actions. With the use of advertisements, you may increase your brand's presence online.
 

6. Better messaging can be informed by Google Ads data.

With Google Ads' fast headline testing capabilities, you may get information on which messaging for your product or service generates the most clicks. As a firm, we make use of this information to inform organic SEO components like header tags, Metadata (titles and descriptions), as well as site content and calls to action.

With Google Ads, you can see what messaging is producing clicks in a matter of weeks as opposed to the months it may take with traditional SEO.


The key takeaway from this is that conducting PPC advertising campaigns requires more knowledge and expertise than simply being able to turn ad clicks into conversions and sales. The data, including the successes and failures, can be used to inform other business sectors. messages from email campaigns, print advertisements, and more are all examples of website content.

Please get in touch with us for a free consultation if you'd like to discuss how Digital C4 might be able to help you with your PPC advertising, SEO and organic listings, or discover what messaging resonates with your target demographic.



 

 

What are organic Google Ads?

A free listing that appears in Google Search as a result of being pertinent to someone's search criteria. Paid adverts appear in non-organic search results. An "Ad" box can be found above the sponsored results.

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