With marketers increasingly focused on integrated performance, it’s important for agencies, SEO consultants and paid search specialists alike to have a greater sense of data sharing in order to deliver the most efficient digital campaigns that tie back to overall client KPIs.
This article aims to cover just one of the ways to use PPC Dynamic Search Ad[1] (DSA) data alongside SEO metrics, the range of exports you need to combine, and the questions you need to ask of your data to uncover optimization opportunities for SEM.
DSA: a brief ovierview
As you may know, DSA are auto-generated by Google, matching a user’s search query with the content or product offering of your site. This means that, although you can have incredibly well-oiled ad groups and campaigns set up, a DSA campaign can run alongside this to pick up relevant traffic from longer-tail queries, auto-generating an ad without the need to constantly update your campaign keywords (which is still super important).
By Google’s own admission, DSA ads are populated by Google matching the user query and “AdWords will use these titles and phrases to select a landing page and generate a clear, relevant headline for your ad”. Therefore, there is a clear opportunity to use DSA data to help inform your SEO strategy.
Which reports do you need to export?
The data we need to begin our SEM analysis piece is in the search query report (SQR) for the DSA campaign in question, including the final URL in the export. Google provides information on how to pull this report here[2].
Once the SQR is downloaded, the next step is to pull the organic ranking information for the search terms listed –