How to Use SEO Data to Make an AdWords Proposal

[JoynobAkter]

This article was born from a couple of exchanges recently with as many agencies on how to propose a pay per click strategy with more solid foundations than a search volume audit. Many companies still distrust the tool because they "don't click" the ads, they say, and therefore no one does.

What I am describing is a method to bring a pay per click planning based on reliable historical data (and therefore, supposedly, objective) to present a concrete and convincing strategy. This is in contrast to a proposal based on a selected list of how can our overseas chinese in uk data help your business? keywords and ad groups that, however correct and with search volume data attached, require us to invent (or at most estimate) the conversion rate or return on investment.

It is all based on the analysis of search engine traffic data on the site in question, i.e. an SEO analysis.

Search Console Analysis
Let's start with the most precise data.

Let's take the entire period we have available, since the more data we have the more precise the estimates will be (here in the example the last 10 months) and count the total clicks:

How to Analyze Total Clicks on Search Console
Total Clicks Search Console

We immediately compare them with the no-brand ones , that is, filtering out all the queries containing the company brand. We set the query filter elsewhere, excluding the brand or the set of words/particles that can refer to the brand.