Most people think that since Google Ads and Google Search Console are two different applications that their data reports can not be integrated to help create an even stronger online presence for companies, what I have to say to these people is, you are wrong!
How Are They Similar?
I understand where people might get this idea from. If you take a look at Google Analytics, the Google Ads and Search Console Reports are under separate tabs, but if you expand each tab, you can see that a lot of similar information can be found. For example, under both reports, you can find data on the types of search queries that users are putting into their search engines, and that your ads are showing up for. Also, many of the metrics that the data is measured and separated by are similar (clicks, sessions, bounce rate, pages per session, etc).
How Are They Different?
Information that you can find in Search Console Reports that can not be found in Google Ads Reports is, for example, landing page, device, and country data. Whereas, in Google Ads, you can find information like the hour of the day that people are searching for your product, keyword cost, how much you are paying per click, the types of campaigns that you have launched, and information on the cost of them, and so much more. The important point to notice here is that the more resources and channels that you have to pull data from, the better you can make both your SEO and PPC Campaigns.
How Can Data From Both Sources Be Integrated?
Now, let’s talk about how you can integrate both of these data sources to help you stand out in the crowded online world. The data that you collect in Google Ads from your (or competitors) paid campaigns can very much help you shape your organic campaigns, which can help benefit your site’s SEO strategy. For example, if the keywords that you are using in your paid campaign are ranking high, and you are seeing a lot of clicks and conversions happening, then you can take those keywords and integrate them into your SEO strategy. So the next time that someone is searching for that keyword in their search engine, your product, blog, or whatever you are promoting can show up on the organic results page (if you decided to end your paid campaign, then you would only show up in the organic results section, if not, then your site’s product would show up in the ad section as well as).
Now, this also works the other way around. You can leverage, for example, organic keyword data from competitors by looking at which organic keywords rank the highest for them, and integrate those into your paid campaigns so that you can make sure that you show up for those searches as well. Or you can integrate those organic keywords into your SEO strategy to help you get even more visibility on the results page.
With so much data, you have an infinite amount of possibilities. In this blog post, I have only scratched the surface of all of the possibilities out there, but this is a great start! I will link a very informational article to the bottom of this blog post, where you can learn more about how SEO and PPC data can be integrated to benefit your business.
Additional Resources:
https://www.semrush.com/blog/3-ways-to-integrate-ppc-seo-for-multichannel-success/