The document discusses using Google AdWords for search engine optimization (SEO). It provides tips for conducting keyword research with AdWords data and tools like the Keyword Planner. It also discusses how to optimize landing pages, use display and search query reports to improve organic rankings, and set up multi-channel attribution to understand the customer journey from search to conversion. The goal is to leverage paid search insights and data to improve unpaid, organic search results and rankings.

1. Using Google
AdWords for SEO
Stanislav Dimitrov, Ad Academy
Google Confidential and Proprietary

2. Google Confidential and Proprietary
About me
• 10 years professional SEO/SEM
• Google Certified Trainer
• Co-founder @AdAcademy
• AdWords Partner
• MOZ Ranking factor contributor

3. Great SEO Always Starts With Great Keyword Research
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)

4. Tells you about what you’re already ranking on,
not what you're missing out on
Google Confidential and Proprietary
Google Analytics is an Unreliable Source
Multi-Channel Funnels (MCF)

5. Google Confidential and Proprietary
Google Keyword Planner

6. Google Confidential and Proprietary
Monthly Trends With Keyword Planner

7. Google’s Keyword Tool is an Undependable Source
It doesn’t always provide complete, accurate data
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)

8. Google Confidential and Proprietary
Monthly Trends in AdWords

9. Google Confidential and Proprietary
Third Party Keyword Tools
Multi-Channel Funnels (MCF)

10. Keyword suggestion data unreliable from a
conversion perspective
Google Confidential and Proprietary
Third Party Keyword Tools
Multi-Channel Funnels (MCF)

11. Google Confidential and Proprietary
Real Campaign Data for Your Own Site
• Geo-Targeted Volume Data
• Actual Performance Data
• It's Proprietary Data
• Cost-Per-Click Data
Multi-Channel Funnels (MCF)

12. SEO tip: Unpack keyword data to search queries
Google Confidential and Proprietary
Keywords vs. Search Queries
Multi-Channel Funnels (MCF)

13. Google Confidential and Proprietary
Target Keywords Geographically
Multi-Channel Funnels (MCF)

14. Improve Your Click Through Rate (CTR) on Keywords
Google Confidential and Proprietary
Keyword > ad > landing page
Multi-Channel Funnels (MCF)

15. Google Confidential and Proprietary
Optimizing Your Landing Page
Multi-Channel Funnels (MCF)
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16. Google Confidential and Proprietary
Content Network Link Research
Multi-Channel Funnels (MCF)

17. Google Confidential and Proprietary
Link Prospects With Display Planner

18. Google Confidential and Proprietary
Link Prospects With Display Planner

19. Get ideas about content marketing
Google Confidential and Proprietary
Content Network Content Research
Multi-Channel Funnels (MCF)

20. Google Confidential and Proprietary
Demographic Targeting
Multi-Channel Funnels (MCF)

21. Google Confidential and Proprietary
Link Exposure
Multi-Channel Funnels (MCF)

22. Conversions, Conversion rate, Impressions, CTR, CPC
Google Confidential and Proprietary
Planning for Gold (Search Query Analysis)
Multi-Channel Funnels (MCF)

23. Most SEO work sucks because …
Google Confidential and Proprietary
AdWords - The SEO Litmus Test in Action
Multi-Channel Funnels (MCF)

24. Google Confidential and Proprietary
Using Paid & Organic Report in AdWords
Multi-Channel Funnels (MCF)

25. Google Confidential and Proprietary
Using Paid & Organic Report in AdWords
Multi-Channel Funnels (MCF)

26. Google Confidential and Proprietary
Avoid Cannibalization & Maximize ROI
Multi-Channel Funnels (MCF)

27. Get Complete Analysis of Search Impression Share
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)

28. Perform Combined PPC & SEO Keyword Research
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)

29. Keywords With High Average Cost Per Click (CPC)
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)

30. Keywords With A Large Number Of Impressions
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)

31. Google Confidential and Proprietary
High Quality Score, High Volume Keywords
Multi-Channel Funnels (MCF)

32. Google Confidential and Proprietary
Text Ad Copies
Multi-Channel Funnels (MCF)

33. Google Confidential and Proprietary
Banner Ad Performance
Multi-Channel Funnels (MCF)

34. Google Confidential and Proprietary
Destination URLs
Multi-Channel Funnels (MCF)

35. Google Confidential and Proprietary
Linking AdWords and Analytics
Multi-Channel Funnels (MCF)

36. Multi-Channel Funnels for SEO/AdWords Conversions
How many touch-points before a conversion happens?
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)

37. Google Confidential and Proprietary
Converted Clicks / Conversions
Multi-Channel Funnels (MCF)

38. Google Confidential and Proprietary
Conversion Value
Multi-Channel Funnels (MCF)

39. Google Confidential and Proprietary
Test Creatives in Sitelinks Extension
Predefine visitors in search results
Multi-Channel Funnels (MCF)

40. Double SERP Presence With Upgraded Sitelinks
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)

41. Google Confidential and Proprietary
Sitelinks Extension
How searchers react to creatives in sitelinks
Multi-Channel Funnels (MCF)

42. Google Confidential and Proprietary
Test Product Images in Shopping Results
Multi-Channel Funnels (MCF)

43. Google Confidential and Proprietary

44. Google Confidential and Proprietary
Test Performance on Mobile Devices
Multi-Channel Funnels (MCF)

45. Google Confidential and Proprietary

46. Google Confidential and Proprietary

47. Google Confidential and Proprietary

48. Google Confidential and Proprietary

49. Google Confidential and Proprietary

50. Google Confidential and Proprietary
stanislavdimitrov
searchrocks
www.AdAcademy.net
stan@adacademy.net