Use SEO keyword analysis for Google Ads
Posted: Mon Apr 21, 2025 5:11 am
Keywords are the crucial fodder – for search engine optimization , but also for the majority of all Google Ads campaigns.
"In my opinion, the most important points of contact lie in keyword research. Keyword research is the foundation for both disciplines and should not be neglected. This is where the SEO team can work very well with the SEA team." – Mario Jung, Managing Director of ReachX GmbH and founder of OMT.
If the SEO team has already conducted a keyword analysis, a very exciting part of the collaboration begins.
Both teams should now put their heads together and answer the following questions together:
Are there any search terms that the SEO team has eliminated due to low search volume?
Such keywords can also be of interest to the SEA team! The SEO team should definitely hungary phone number data provide them. While SEO measures require a lot of patience, paid ads can achieve good positions for these search terms in the short term.
What are the top 10 to top 20 keywords in the organic area?
Is it worth including these keywords in the SEA portfolio or should they be left out?
The answer to this question certainly depends on the specific customer goals and the campaign budget. For example, brand keywords should be excluded from campaigns aimed at increasing awareness; after all, searchers are obviously already familiar with the brand.
However, it's important to discuss the question from both teams' perspectives. A keyword also requires a suitable landing page on the website.
Such aspects must also be considered in the discussion. The result may be that SEO keywords are also suitable for SEA, but a new landing page must first be agreed upon with the client. This is where point 3 comes into play:
Conversion check: Where is there already a high organic relevance between search term and landing page?
Check which keywords are already converting particularly well on which subpages. This also provides the SEA team with plenty of input to steer Google Ads campaigns in the right direction right from the start and focus on the truly valuable keywords.
Conversely, the SEA team should, of course, report important insights from the search query report to the SEO team. Perhaps they're generating valuable search queries that the search engine optimizers haven't yet identified.
"In my opinion, the most important points of contact lie in keyword research. Keyword research is the foundation for both disciplines and should not be neglected. This is where the SEO team can work very well with the SEA team." – Mario Jung, Managing Director of ReachX GmbH and founder of OMT.
If the SEO team has already conducted a keyword analysis, a very exciting part of the collaboration begins.
Both teams should now put their heads together and answer the following questions together:
Are there any search terms that the SEO team has eliminated due to low search volume?
Such keywords can also be of interest to the SEA team! The SEO team should definitely hungary phone number data provide them. While SEO measures require a lot of patience, paid ads can achieve good positions for these search terms in the short term.
What are the top 10 to top 20 keywords in the organic area?
Is it worth including these keywords in the SEA portfolio or should they be left out?
The answer to this question certainly depends on the specific customer goals and the campaign budget. For example, brand keywords should be excluded from campaigns aimed at increasing awareness; after all, searchers are obviously already familiar with the brand.
However, it's important to discuss the question from both teams' perspectives. A keyword also requires a suitable landing page on the website.
Such aspects must also be considered in the discussion. The result may be that SEO keywords are also suitable for SEA, but a new landing page must first be agreed upon with the client. This is where point 3 comes into play:
Conversion check: Where is there already a high organic relevance between search term and landing page?
Check which keywords are already converting particularly well on which subpages. This also provides the SEA team with plenty of input to steer Google Ads campaigns in the right direction right from the start and focus on the truly valuable keywords.
Conversely, the SEA team should, of course, report important insights from the search query report to the SEO team. Perhaps they're generating valuable search queries that the search engine optimizers haven't yet identified.