In digital marketing, it’s easy (and tempting) to separate the different sub-disciplines into their own little worlds.
Here’s the SEO here, the biggest.
Then there is social media marketing, and here is PPC advertising.
But this is a black and white view of things.
In this case, I want to talk about the crossover of PPC and great content.
If this statement does not make sense to you, then this post is for you.
Content data and PPC data can complement each other in more ways than one.
From landing page copy to CPC data to optimizing click-through rates, there are a lot of points where these two layers of digital marketing come together to form a stronger combo.
And if we assume you want to improve both PPC performance and content traffic, you can get something out of this.
So, read on for helpful tips on using your content and PPC campaigns side by side!
1. Use PPC Ads to get traffic quickly
The problem with organic search strategies is that it is almost impossible to get eyeballs on your website without a defined audience.
consider it More than 6 million Blog posts are published daily, which makes it almost impossible for your blog posts to receive exposure without a basic strategy.
Leveraging PPC advertising to drive traffic to your website in the early stages of development will give your brand some early exposure and revenue.
Best of all, the traffic derived from paid clicks will represent a large percentage of the target audience that you are actually seeking to sell your brand to.
It’s like killing two birds with one stone.
With Google Ads and Facebook Audience Insights, you can extract more important insights from your audience and, at the same time, reach them to increase brand exposure.
Slapping on a piece of detailed or informational content can help your brand stand out from other advertisers even more.
Good, high-quality content goes hand in hand with PPC more than you think, so be sure to read the intersection of these two areas of digital marketing.
The idea is to focus on both campaigns at once and target similar keywords.
Content can be used to inform, while paid advertising should be your tool for conversion.
This strategy can help your brand become top of mind whenever it appears in the search results for any keyword query.
2. Use pay-per-click advertising to bias people towards your brand
Contrary to popular belief, paid advertising helps (indirectly) Drive traffic to organic Google results Because it raises brand awareness in the minds of users.
This is because people who see paid ads are more likely to remember your brand when they perform a search in the future, even if it is unconsciously.
This may hypothetically make your brand appear more authoritative, or larger than life.
Affinity with the brand greatly increases the CTR for repeat visitors as well.
Research has shown that it is cheaper to retain an existing customer than to acquire a new one.
3. Provide a great landing page experience
Even the most savvy of paid media managers sometimes have a hard time creating a landing page that satisfies customers and their visibility.
Content marketers are naturally great storytellers who are creative in their own right.
Leverage your creative content to create a unique landing page experience that nurtures leads through the conversion funnel.
Visitors who click on ads will likely investigate your website before making any conversion.
Consider the buyer’s journey and how to apply content across the process:
- consciousness: the customer is alerted to a specific need or problem (blog posts, curated content, infographics, videos, articles).
- considerationCustomer recognizes a specific need and searches for it (white papers, testimonials, reviews, landing pages, e-books).
- resolutionCustomer decides to make a purchase or conversion (lessons, trials, product demos).
Consider offering testimonials, user reviews, and links to related articles along with your landing page content for visitors to read before they buy.
Not all visitors who click on the ad will make a purchase during that session or even on that day.
Providing relevant, high-quality content on your site will become a valuable touch point on your referral path to generate conversions.
4. Find content insights from PPC keyword data
If there’s one feature your SEO and PPC campaign really shares, it’s keywords.
Leverage your PPC keyword data to discover which keywords drive the highest traffic and revenue.
You can also analyze which ad copy is performing well and apply it to your organic content campaign.
Consider using commercial intent keywords in your content to promote your services/products to customers.
Branded keywords are incredibly successful and have a much higher CTR than other standard keywords.
Put together your keyword strategy and transfer the success of one campaign to another.
Run A/B testing to decipher which keywords work best for each campaign.
5. Steal as much SERP real estate as possible
Of course, having two links on the same page would increase clicks to the site.
Aside from increasing click-through rates on both listings, having additional links increases brand exposure and authority in the eyes of the searcher.
While this is true 53% of website traffic comes from organic resultsToday, PPC advertising continues to go strong at Google.
Now, if only you could get a rich snippet too!
Actionable Tactics to Increase Your Content Marketing ROI with Pay Per Click (PPC) Campaigns
Now that you understand the benefits of combining PPC with content marketing, here are some ways to fully maximize it.
1. Promote your great content with Facebook Ads
Use Facebook audience insights To segment your audience and target ads to new members who are relevant to your sector.
Promote your top performing content by boosting your Facebook post to target specific audience groups.
Boost your Facebook post to promote content and ads to two audiences:
- People who like your page and their friends.
- “The people you selected through targeting.”
Use PPC ads to build an audience for your content and then use Post Boost to reach more people who might be interested in your content.
Facebook Audience Insights and Twitter Custom Audiences provide unique remarketing tools for any PPC ad or promotional content.
Leverage your PPC spend to build an audience for your brand and target them with different ad campaigns based on the most shared and liked content.
2. Write irresistibly clickable titles
Use BuzzSumo to discover what content is currently trending in your industry.
Leverage these keywords and topics to create a compelling and relevant headline for your ad.
This will entice users to interact with your ad display who normally wouldn’t interact with click ads.
Run A/B testing on different titles targeting different niche keywords to see which one produces the most clicks and conversions.
Note that click does not equal clickbait. It is still essential for the user experience to craft titles that are relevant to the content itself.
3. Think mobile first
Use images, charts, and any form of visual content to increase the mobile conversion rate of your paid ads.
Mobile landing page content rules vary. It is crucial that you enable responsive design and optimize content for mobile.
- Write short titles.
- Use concise paragraphs.
- Avoid pop-ups.
- Use small image sizes.
- Include a clear call to action.
4. Create killer calls to action to convert more visitors
You should provide a clear call to action on your landing page, especially for paid promotion articles.
You can achieve this with a form field on the side or a popup CTA. This will help convert leads into conversions for your paid promotion campaign.
People are still debating whether to place the CTA above the fold or at the end of the content.
In terms of paid promotion, I would suggest using your content to capture reader interest and then throwing a CTA at the end of the landing page for more conversions.
I will say again: I understand that content marketing and PPC seem like they couldn’t be more different.
They often run parallel, and common areas can be hard to see.
But if you incorporate the right content marketing into your PPC data and your PPC into content marketing and SEO data, you can learn a lot and start improving your site’s overall performance.
- 7 Powerful Benefits of Using PPC Ads
- 10 best practices for paid search and PPC planning
- A Complete PPC Marketing Guide for Beginners
Featured image: Dean Drobot/Shutterstock