Aksi Marsovich
Intergalactic expert
There are two types of website promotion in search engines - whatsapp number data contextual advertising and SEO optimization. Today we will find out how to direct their work in one direction, and how good SEO will positively influence advertising campaigns in Yandex and Google.
Turning Enemies into Allies: Organic and Paid Traffic
Natural search engine results have been competing for traffic with contextual advertising since the emergence of these tools. That is why SEO and contextual advertising are often considered different and poorly compatible tools. Experts in these areas, who actively support one or another method of promotion, each lean toward their own direction.
If you look at SEO and contextual advertising not as "enemies", but as allies, then by combining these tools and properly structured work, high promotion results will be obtained. Today we will figure out how to properly use the resources of these services.
So, with the help of SEO you can
1. Increase the relevance of landing pages
High relevance of landing pages for search queries has a positive effect on the work of contextual campaigns. This is explained by the following points:
The quality score is higher. Well-developed content that matches what the user was looking for in Google increases two components of the quality score in Google Ads at once. The higher its value, the easier it is for your ads to participate in advertising auctions and compete for a low cost per click. Unfortunately, there is no such direct relationship in Yandex.Direct.
Dynamic ads work as intended. When your site pages are optimized for specific keywords, Google Ads will easily highlight them for display for the right search queries. Site-based dynamic ads in Yandex.Direct also work best only when the site is optimized.
Advertising automation is simpler. Depending on which context automation system you use, site content can be used to optimize conversions or generate ads. For example, a landing page auto-selection program adds the most relevant URLs to ads based on the keyword and page content.
Thus, SEO-optimized texts on website pages help contextual ads find “their” users.