5 great techniques for integrating content marketing and pay-per-click advertising (PPC) with the aim of using these two powerful tools to increase sales and website traffic.
You have probably read many articles on how to optimize PPC campaigns. Focusing on click rates, optimizing the structure of keywords, and using them correctly are some of them. While all of these tactics work, there is one more thing that can help optimize pay-per-click advertising: great content.
You must be wondering how great content can help PPC campaigns. Perhaps it’s like saying buying Google Ads can improve our organic ranking through search engines.
In this regard, it should be said that content not only affects the purchased ads, but also using these ads can draw users’ attention to the great content we have.
In this article, we will discuss in detail how content marketing can improve the performance of PPC campaigns (and vice versa). Finally, we will review four practical tactics for building effective PPC campaigns to maximize content ROI.
Content marketing and PPC ads can work together
1. Use PPC ads to get traffic fast
The main problem with organic search strategies is that without a established audience, it is almost impossible to get everyone’s attention to your article. More than 4 million blog posts are published daily. So it is almost impossible to get right amount of attention without the right strategy.
Using PPC advertising can help you in the early stages of brand development. It leads to more recognition and early revenue. In addition, the traffic generated by PPC ads indicates the audience you’re already seeking. It’s like killing two birds with one stone.
By using Google Ads and Facebook Audience Insights, you can increase traffic and view, and in turn expose your brand to them. In the meantime, providing useful content can differentiate your brand from other advertisers.
With PPC advertising, good content goes more hand-in-hand among users. Therefore, try to get enough knowledge about these two important concepts of digital marketing (content marketing and PPC ads).
In this method, the goal is to simultaneously focus on both campaigns by targeting the same keywords. Here, content can be a means of informing and engaging the audience. Advertising can be your tool to turn that audience into a customer.
This strategy helps users remember your brand name sooner than others. Especially when they search for different phrases.
2. Use PPC ads to attract people to your brand
Contrary to many people’s beliefs, studies have shown that advertising helps turning clicks into organic traffic. This is because when people see an ad, they are more likely to remember the brand in future searches.
According to an article published by Rand Fishkin in Moz, having two titles and links on the same page can increase the click-through rate by encouraging the audience to click on them. This increase your credibility with users. It also shows the size of your business bigger than it really is.
3. Design a great landing page
Even the strictest media executives have difficulty designing and building a beautiful landing page that can also satisfy an audience.
Content marketers are naturally great storytellers. By using their power and quality content, you can create a unique landing page to engage the audience.
Audiences who click on your ads usually want to check your website before buying your service or product. The buying process has three general steps:
- Awareness: The customer becomes aware of a problem or a need (via blog posts, articles, videos, infographics)
- Consideration: The customer researches their problem or need (through research articles, reviews, e-books, landing pages)
- Decision: The customer decides to buy (by providing trial versions, various tutorials, product demos)
Add customer testimonials, user reviews, and links to your landing page so that visitors can read enough about it before making a purchase.
Of course, it should be noted that not all customers will buy your product at the same time or even the same day by clicking on your ad. However, providing a quality and relevant article on your site can be a valuable contact point to start a collaboration or purchase
4. Find Content Insights from PPC Keyword Data
If there’s one common feature between your SEO strategy and PPC campaign, it’s keywords. Examine your PPC advertising data carefully and find the keywords that generate the most traffic and revenue for you.
To do this, you can even analyze advertising articles. Then you can use the results in organic content to introduce services. These keywords are extremely valuable and have a much higher click-through rate than standard keywords.
After making a list of keywords, run the A/B test and check which one operates the best within each campaign.
5. Try to be on search engine results page (SERP) as much as possible
Naturally, having two links on the same page increases the click-through rate. This is especially important in small smartphone screens where users tend to select the first links.
Aside from increasing click-through rates, having more links in the SERP (search engine results page) will increase brand credibility with searcher. Add a strong rich snippet to get the best result!
4 practical Tactics to Increase Content Marketing ROI Through PPC
Now that you know the benefits of combining content marketing and PPC, the following tips can help you make your campaigns more effective.
1. Promote quality content using Google ads
With Facebook’s Audience Insights tool, you can group your audience. Then target ads to new audiences. With the help of Facebook boost post and quality content, two categories of audiences can be targeted:
- People who like your page
- People you choose to target
Facebook Audience Insights and Twitter Tailored Audiences are great click-through advertising tools that allow you to build a target audience for your brand and target them with different campaigns.
2. Write irresistibly great Titles headlines that make everyone click!
Find the most up-to-date trends and content with BuzzSumo. Then, with the help of its keywords and topics, write a title that is relevant and engaging. This will make people to click on your link, even those who are not interested in click-through ads.
Doing an A/B test on different titles that target different keywords can also be effective .Note that your title should not be just a trap for the user to click. You should write a title that is completely relevant to the content.
3. Don’t forget mobile search in content marketing and PPC advertising
Nearly 60% PPC ads on all platforms are from phones and tablets.
Use images, infographics, videos or any other type of visual content to maximize your click-through rate.
Landing page rules are different on smartphones. In fact, responsive website design and content optimization for mobile are more important than anything else. The following tips are very effective in creating a professional page:
- Write short headlines
- Use short paragraphs
- Use low-volume photos
- Encourage the user to interact with the CTA or call to action
4. Encourage users participation to attract more audiences
Encouraging the user to participate in landing pages is very important. This is called a Call-to-Action (CTA). It can be in the form of a pop-up or a form field on the side. Such an approach greatly increases the conversion rate of click-through ads.
Many people are still not sure if the call to action should be at the top or bottom of the article. In the case of pay-per-click ads, we suggest that you first target the audience with your quality and powerful content, and at the end of the Landing Page, invite them to participate.
Many advertising agencies use tools such as SEO, content marketing and advertising separately. But with the integration of content marketing and PPC advertising campaigns, you can gather more conversions for your site and increase your brand’s affinity.