When using suggestion software like Suggestable to analyze autocomplete suggestions and keyword data, the approach and benefits can differ significantly depending on whether the focus is on Pay-Per-Click (PPC) campaigns or Search Engine Optimization (SEO). We previously looked at using Suggestable for SEO, so lets flipped the paradigm to the paid side of search and look at PPC usage:
Purpose
- Immediate traffic and conversions: PPC campaigns are typically focused on driving immediate, targeted traffic to landing pages.
- Precise targeting: Suggestions can help refine keyword targeting to ensure ads appear for specific queries with high intent.
Key Benefits
- High-Intent Keywords: Autocomplete suggestions often reveal keywords with transactional intent (e.g., “buy,” “best,” “discount”), which are ideal for PPC ads.
- Cost Control: Using long-tail suggestions can result in lower-cost keywords with less competition.
- Dynamic Ad Creation: Suggestions provide insights into variations and user phrasing, enabling more effective ad copy tailored to user search behavior.
- Geotargeting Opportunities: Suggestions often include location-specific terms (e.g., “near me”), which are valuable for local PPC campaigns.
- A/B Testing: Suggestions can be used to generate multiple keyword sets to test ad performance and refine campaigns based on real-world data.
Challenges
- Cost Dependency: High-volume or competitive keywords identified through suggestions may be expensive in PPC. Compare output via search engine utilities that feature cost and keyword volumn.
- Limited Organic Benefits: PPC campaigns based on suggestions do not inherently build long-term SEO authority.