Setting SEO targets in 2020: how to beat Google's Ad Engine - Duncan Colman

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Not all target keywords hold the same organic search potential due to (a) volume, (b) intent and (c) how much real estate Google ads takes. This talk looks at part (c). Google has accelerated ads in various ways to varying degrees - so how do we beat Google's ad engine?

Setting SEO targets in 2020:
how to beat Google’s ad engine
Duncan Colman, Director & SEO Lead
/duncancolman
duncan@spike.digital

What you’ll learn
• How to take into consideration paid
search dominance in your SEO
campaigns.
• Where to access paid vs organic data at
a keyword level.
• Prioritisation of keyword tracking.

A recap:
How Google counted their billions over
20 years

2010: Google launch
‘hotel ads’
Hotel ads (2010)

2012: Google shopping
ads replace Google
product search listings
Shopping moved to paid model

2013: Google launches
enhanced campaigns,
blending advertising for
all device types
All device types included in campaigns

2016: Google
increases the
number of top of
page ads to 4
4 ads at the top

2017: Exact(ish) Match
Exact(ish) Match 2017

2018: Expanded Text Ads (ETAs)
increased further in size.
ETAs increased in size

2018: Google Hotel
ads joins Google ads
GHA & Google Ads merge

What does this mean for SEO?
• Paid clickthrough rate (CTR) has slowly
increased.
• ‘Buying intent’ keywords can attract
more ads.
• Growth in zero click searches.

The old way is still buoyant in SEO targeting

How do we beat Google’s ad engine?
The better way

We need to understand
each paid vs. organic battle
How?

Moz (paid) goes further
with exportable
functionality.

Moz (medium -paid)
goes further with
exportable
functionality.

Visual Guide to Google SERP Features
(Rank Ranger Article)
• SEM Rush have a ‘SERP features’ tool.
Use SEM Rush (paid)

• ahrefs have a paid vs. organic click comparison within their Keyword explorer.
ahrefs (paid SEO tool)

https://bitbucket.org/kudosagency/distribution/src/master/
Thanks to Trevor!
ahrefs – scraping data

• STAT.com
• Rankranger.com
• Sistrix.com
• Pi-Datametrics
Check out these other quality apps

65%+ organic
clicks
Primary target
50%-64%
organic clicks
Secondary target
26%-49%
organic clicks
Indicator KWs
Separate ‘targets’ from ‘indicators’

65%+ organic
clicks
Primary target
50%-64%
organic clicks
Secondary target
26%-49%
organic clicks
Indicator KWs

Over 115 keywords, terms with
‘UK’ attracted a higher than
average organic click percentage
(64% vs. 55%).
Example SEO project (toys)

Toy brands have a large organic click volume,
largely due to limited search ads being shown
due to trademark protection.
Example SEO project (toys)

It is important to set intelligent
SEO goals
• Dig deeper in your ‘objectives &
targets’ phase of SEO strategy.
• Focus on higher organic click potential.
• Keywords with lower organic click
potential become ‘SEO health
indicators’.

Connect with us
/company/spike-seo/
hello@spike.digital

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1. Setting SEO targets in 2020: how to beat Google’s ad engine Duncan Colman, Director & SEO Lead /duncancolman duncan@spike.digital

2. What you’ll learn • How to take into consideration paid search dominance in your SEO campaigns. • Where to access paid vs organic data at a keyword level. • Prioritisation of keyword tracking.

3. A recap: How Google counted their billions over 20 years

4. 2010: Google launch ‘hotel ads’ Hotel ads (2010)

5. 2012: Google shopping ads replace Google product search listings Shopping moved to paid model

7. 2013: Google launches enhanced campaigns, blending advertising for all device types All device types included in campaigns

8. 2016: Google increases the number of top of page ads to 4 4 ads at the top

9. 2016: Google increases the number of top of page ads to 4 4 ads at the top

10. 2017: Exact(ish) Match Exact(ish) Match 2017

11. 2018: Expanded Text Ads (ETAs) increased further in size. ETAs increased in size

12. 2018: Google Hotel ads joins Google ads GHA & Google Ads merge

13. What does this mean for SEO?

14. What does this mean for SEO? • Paid clickthrough rate (CTR) has slowly increased. • ‘Buying intent’ keywords can attract more ads. • Growth in zero click searches.

15. What does this mean for SEO? • Paid clickthrough rate (CTR) has slowly increased. • ‘Buying intent’ keywords can attract more ads. • Growth in zero click searches.

16. What does this mean for SEO?

17.

18. The old way

19. The old way

20. The old way is still buoyant in SEO targeting

21. Is that good?

22.

23. How do we beat Google’s ad engine? The better way

24.

25. We need to understand each paid vs. organic battle How?

26. Moz.com (free to register)

27. Moz (paid) goes further with exportable functionality.

28. Moz (medium -paid) goes further with exportable functionality.

29.

30. Visual Guide to Google SERP Features (Rank Ranger Article) • SEM Rush have a ‘SERP features’ tool. Use SEM Rush (paid)

31.

32. • ahrefs have a paid vs. organic click comparison within their Keyword explorer. ahrefs (paid SEO tool)

33. https://bitbucket.org/kudosagency/distribution/src/master/ Thanks to Trevor! ahrefs – scraping data

34.

35. • STAT.com • Rankranger.com • Sistrix.com • Pi-Datametrics Check out these other quality apps

36.

37. 65%+ organic clicks Primary target 50%-64% organic clicks Secondary target 26%-49% organic clicks Indicator KWs Separate ‘targets’ from ‘indicators’

38. 65%+ organic clicks Primary target 50%-64% organic clicks Secondary target 26%-49% organic clicks Indicator KWs

39. Separate ‘targets’ from ‘indicators’

40. Over 115 keywords, terms with ‘UK’ attracted a higher than average organic click percentage (64% vs. 55%). Example SEO project (toys)

41. Toy brands have a large organic click volume, largely due to limited search ads being shown due to trademark protection. Example SEO project (toys)

42. Summary

43.

44. It is important to set intelligent SEO goals • Dig deeper in your ‘objectives & targets’ phase of SEO strategy. • Focus on higher organic click potential. • Keywords with lower organic click potential become ‘SEO health indicators’.

45. Connect with us /company/spike-seo/ hello@spike.digital

Setting SEO targets in 2020: how to beat Google's Ad Engine - Duncan Colman

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