Google Ads Keyword Planner can put a real dollar figure on every organic click your Google Business Profile earns, no ad spend required.
In the ever-evolving landscape of digital marketing, understanding the value of each click can significantly impact your strategy and budget allocation. One powerful tool that businesses can leverage is the Google Ads Keyword Planner. This tool not only helps in planning paid campaigns, but also provides insights that can be used to value organic clicks, especially on Google Business Profiles (GBP). Let’s dive into how you can use this information to maximise your marketing efforts.
Google Ads Keyword Planner is a handy tool for anyone running paid search campaigns. It provides valuable data, including the estimated cost per click (CPC) for various keywords. For instance, the keyword “Plumber near me”, filtered to searches from within the Gold Coast, can show a CPC of up to $29. This figure represents the amount businesses are willing to pay for a single click on their ad.
Interestingly, the value of these paid clicks can be used to quantify the worth of organic clicks, particularly on Google Business Profiles. Google often prioritises Google Business Profiles directly after paid ads on search results pages, especially for local searches like “Plumber near me.”
In our example, the keyword “Plumber near me” has approximately 880 searches per month. If each click on a paid ad costs $29, this value can be extrapolated to understand the value of organic clicks on Google Business Profiles.
Let’s break it down:
If a business appears in the Google Business Profile map pack for this keyword, each organic click they receive can be valued similarly to the paid clicks. Every organic click through the GBP could theoretically be saving the business $29 that would otherwise be spent on paid advertising.
Unlike Google Ads, which are limited by a daily budget, Google Business Profiles offer ongoing benefits without additional cost per click. Once a GBP is optimised and ranking well, it can consistently attract clicks from potential customers. This ongoing organic visibility provides a continuous stream of value, quantifiable by the CPC data from the Keyword Planner.
Businesses running paid ads are constrained by their maximum daily budgets. Once the budget is exhausted, the ads no longer appear. Businesses with well-optimised and managed GBPs, on the other hand, maintain their presence in the map pack, continuously benefiting from organic traffic.
We still believe Google Ads is a good strategy if the CPC is not too high and there is enough interest in your services. We’re happy to meet and discuss your options, whether that’s in person or on a Google Meet call.
To take full advantage of this, businesses should focus on optimising their Google Business Profiles by:
By doing so, businesses can enhance their visibility in local searches, driving more organic traffic and reaping the equivalent value of high CPC clicks without the ongoing expense.
At New Wave Digital Marketing, we’ve built a comprehensive checklist of the 50 most effective optimisation tasks to give your business profile the best chance of getting into the map pack. We manage our clients’ business profiles meticulously and run special audits each month to track progress and make necessary adjustments based on competitor analysis.
This continuous optimisation ensures that your business maintains a strong presence in local search results, maximising your organic reach and driving sustained traffic to your website.
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