Strengthen Your Strategy by Combining PPC & Content Marketing

  • Improving quality scores, click-through rates or optimizing account structure are some of the top all-time tips provided to improve the PPC campaigns of a particular business. Proper use of negative keywords is also not so new. Content marketing, on the other hand, always requires the content to be unique and of high-quality to grab attention the of ones target audience as well as that of ones competitors. Also, good content has to be quite diverse so much so, that the competitors cannot discover the pattern/technique being used. The strategy should always keep the target audience eager to look forward to more. (Information credit:

    The overall marketing strategy can be improved by great heights when a content marketing strategy is combined with a PPC campaign. Yes, quality content can actually benefit paid media and paid promotions can also give more exposure to ones content marketing. PPC campaigns can be used to direct the target audience to the organic page that will lead to more conversions. And, more conversions will ultimately lead to more sales. As content marketing has the capability of driving traffic towards the business website long after the creation of the content – pay-per-click (PPC) is more instantaneous, yet, both the strategies can be collaborated to work hand-in-hand.


    Using PPC ads for faster, increased traffic

    Organic search strategies alone can be difficult to drive the searchers to a particular website if there is no pre-established audience. Also, a large number of blogs are posted on a regular basis that makes it difficult to rank a particular blog without any strategy. PPC ads, on the other hand, can be leveraged to direct more traffic to a particular website in the early stages. This process will also lead to brand recognition, thus more conversions. And, traffic generated from the paid clicks is also more likely to direct more of the target audience of the business. Google Ads and Facebook Audience Insights are also great ways of increasing brand exposure. Writing informative content is one way of differentiating one brand from another. Plus, custom content is also more likely to build trust among the customers regarding the brand. If both the campaigns are focused, and similar keywords are targeted, then success will come for the business from both sides. Content should be used for providing information while PPC will be the tool for conversions.


    Using PPC Ads To Inform People About Your Brand

    Paid ads can actually generate more clicks to organic listings, instead of reducing them. It has often been seen that people who click on the paid ads come back and have a higher chance of conversions. If the campaign is made to bias the searcher towards a brand, then the click-through rates will improve significantly. Larger brand awareness means that to the searchers it will appear more authoritative. Also, brand affinity has the capability of reducing the CTR of the “regular” visitors. The target is to build more regular customers than once-a-time visitors.


    Improved And Enhanced Landing Page

    It may be difficult to create a landing page that will show their future vision and capture the heart of the target audience. The content should be creative enough to lend a unique landing page experience that will also enhance inbound leads through conversions. It has been observed that visitors who click on ads are more likely to invest in the products or services offered by that business. The buyer’s journey should be studied so as to create the content that will lead to more such journeys. Infographics, videos, blog posts and articles can be used to create brand awareness, motivate the target to consider the provided services and products, and finally lead them to make the buying decision. Testimonials, links, and user reviews are also essential in the decision making process of the visitor. Simply clicking on an ad does not mean that the visitor will make a purchase on that day itself. If the content within is of high-quality, then it may make the visitor come back to the business website again and again.


    Content improvement using PPC keyword data

    The common link between a SEO and a PPC campaign is the keywords. The PPC keyword data can be used to understand which keyword works best for the business and drive traffic. Then, those keywords can be used to create articles for blogs, etc. The ad copy should also be analyzed to understand what is performing better and then, apply them to the organic content campaign. The commercial intent keywords should be focused in the content to promote the services or products provided by the business. Branded keywords have often been observed to have a higher click-through success rate than other general keywords. The keyword strategy implemented can be grouped appropriately to make it a joint success for both the campaigns. A/B testing can also be used to which keyword is best for which campaign.


    Promoting content through Facebook ads

    Facebook’s Audience Insights can be used to segment the target audience and direct the ads that will be able to convert a particular group better. The best performing content of a business can be used to spark up the Facebook post that will also target particular audience groups. The Facebook post feature can be used to attract two group of audiences through content and ads—people who like the page and their connections, and people the business wants to particularly target. PPC ads can be used to target more people to the content, and thus boost the post. Both Tailored Audiences of Twitter and Audience Insights of Facebook have good remarketing tools that can be used to expose PPC ads and content. Based on what the most shared and liked content are, the PPC spend can be centered around that.


    Composing clickable headlines

    One can use the current trend of writing headlines in their articles to increase its exposure rate. Proper use of keywords in a relevant topic will help the content creator to come up with a compelling and relevant headline for the ad display. The users will also be encouraged to click on the ads if the headline is crisp, clear, and eye-catching. A/B testing can be conducted on the different headlines to understand which will better be able to generate more clicks and conversions. It must be remembered that not all clickable content can be equivalent to clickbait. User experience will also be useful to create headlines that are appropriate for the said content.


    Focusing on the mobile devices

    In the modern era where almost everyone has become more dependent on their smartphones, one simply cannot neglect the number of conversions that come from here. Using images, infographics or other visual form of content will increase the mobile conversion rate for the paid ads. The design and content organization for the mobile site is different from the desktop landing page. So, the content needs to optimized accordingly. For instance, concise paragraphs with short headlines, minimal use of pop-ups, small image sizes will lead to more conversions. A clear call-to-action will also strengthen the campaign.


    Proper Call-to-Action statements for more conversions

    It is important to have a clear call-to-action (CTA) statement on the landing page, especially for those articles that are paid promotions. A pop-up CTA or a form field on the side can go a long way to lead conversions for the paid promotion campaign. It may be confusing whether to place the CTA near the beginning or end of the document. For paid promotion, it is best to first introduce the subject and grow the reader’s interest and then leading them to the call-to-action statement. However, if the CTA is placed at first, then the reader may simply think that the whole content is a useless promotion and revert from the page.

    In the digital marketing arena, a proper combination of SEO, PPC, and content marketing will result in a stronger strategy that will drive more conversions, and ultimately increase return on investment.