At Mello, we believe PPC professionals need knowledge from a related field. And they even prepared a selection of necessary skills.
Formally, the semantic and technical work with the site is in the area of responsibility of SEO specialists. But since the readiness of the site and its competitiveness directly affect the advertising results, the context specialist needs knowledge from a related field.
We will tell you what SEO skills can be useful for an online advertising specialist.
Website Usability Check
A site’s usability is a characteristic that shows how convenient the site is for visitors and whether they understand how and where a targeted action can be taken, for example, to leave a request. And sometimes there are times when they forget to put the buttons “Add to cart” or “Order” in the product cards.
The result must get from the advertisement to a high-quality landing page for the result to be effective. Therefore, before setting up campaigns, a contextual advertising specialist needs to assess the site’s quality, and for this, he needs to know the basics of usability.
During the audit, the specialist must check:
- page loading speed using Google’s Page Speed service;
- the work of all buttons and the ability to place an order through the basket.
If the site does not meet the requirements, you need to prepare a list of recommendations to improve the quality of the pages.
Also, knowledge of the usability basics will help conduct A / B testing of landing pages using the Google Optimize service.
Analysis Of Behavioral Factors
Behavioral factors are averaged characteristics that reflect the overall picture of the user’s reaction to the site. Behavioral factors include:
- bounce rate – the percentage of users who spent less than 15 seconds on the site and left without performing a single targeted action;
- time on the site in seconds – the duration of the contact of visitors with the online platform;
- Viewing depth – how many site pages are visited by users during one visit.
Analysis of behavioral factors helps a PPC specialist understand whether the target audience is going to the site and whether the landing page matches the ads from which users come to it.
The quality of an advertisement largely depends on how well the ad matches the user’s request. Therefore, a contextual advertising specialist should select a semantic core, as SEOs do for content on a website.
Plus, when your ad title and description contain keywords from your search query, they’ll be highlighted in bold in your SERPs, grabbing the attention of potential customers.
The Key Collector service is suitable for collecting a large amount of semantics quickly. It is very popular among SEOs, but somehow not common among contextualists.
One of the stages of advertising preparation is the study of competitors’ sites, their USP, and ads. It is convenient to use “SEO” services to analyze competitors, for example, Serpstat, SpyWords, SEMrush, and others.
Each of the services has its unique tools, but the essence is the same – you will find out what keywords your competitors are focusing on, how optimized and user-friendly their site is, and more.
Organic Traffic Analysis
It is useful for a contextual advertising specialist to go to reports related to paid traffic and analyze organic results in Yandex. Metrica and Google Analytics services, namely:
- a report on search queries – this will help you understand what keywords the site is found by, which will help expand the semantics for contextual advertising;
- traffic report from organic search results – during drawdowns and unusual surges in advertising traffic, it is useful to compare the situation with organic search results to understand whether this is due to seasonality or some anomalies in advertising systems;
- targeted traffic by main metrics – conversion, leads, engagement rates, etc. It is also important to compare these metrics across advertising, organic, social media, etc.
SEO and PPC specialists have one common goal – to bring as much targeted traffic to the site as possible so that the number of hits and sales grows.
The better the site is prepared, the more effective advertising will be, all other things being equal. Therefore, context specialists and SEO-schnicks can successfully exchange knowledge and experience to increase their work efficiency.