First of all, this article does not intend to give the impression that there’s a direct link between your organic rankings and
AdWords Google Ads.
Google keeps paid and organic completely separated from each other. This means that advertising on Google Ads will not give you a higher organic listing.
However, here are 3 ways how Google Ads could indirectly influence your organic rankings.
1. Using Google Ads data as a guide to improve your SEO
Since the moment that Google Analytics stopped showing search query data for Google organic, it became a lot harder for SEO specialists to find guidance to boost their organic rankings.
If you’re running Google Ads campaigns you have a access to a great deal of keyword data. You can use this for your SEO strategy. Keywords that are performing well for Google Ads (decent search volume, high conversion rate) are likely to perform well for organic as well.
Also, if you enable and use the paid & organic report in Google Ads you’ll be able to see which keywords you’re organically listed for (alongside your text ads).
2. More visits from Google Ads lead to more mentions
Not just limited to Google AdWords, but also all other sources that send traffic to your site.
The more visitors you get to your site, the more likely these visitors will share your content across the web.
This can potentially help your link building and grow your online authority. This can then help you to improve your organic rankings.
3. Higher CTR from previous visitors
Once people visited your site through Google Ads they’re (hopefully) familiar with your brand.
If they continue to search for terms that are related to your website and see your organic listing, they’re more likely to click. This will improve your CTR for that search query. This is one of the (many) factors that Google take into account to decide the organic rankings.
The inspiration for this article came from Rand Fishin’s whiteboard Friday about How Google AdWords (PPC) Does and Doesn’t Affect Organic Results. I highly recommend watching as well.