Pay-per-click and content marketing may appear to be opposing beliefs at first look. PPC provides a fast return on investment. Content marketing, on the other hand, takes time to develop traction.
However, the two can collaborate. PPC may work as a hidden weapon for your content marketing, supercharging your campaigns and offering you a competitive advantage.
1. Use PPC Ads to Bias People Toward Your Brand
People use search engines to find information. Naturally, there is a high chance of them clicking on your ad.
Additionally, it is easier to get people to pay attention to your brand.
Consider this: when you search for a product, you might be drawn to ads with a product image. Even if you don’t click through to the site, you’ve already associated that brand with the product.
If you are trying to promote a particular product or service, PPC ads are a great way to get that brand out there, and to make people more familiar with it.
2. Use PPC Ads to Promote Special Content
If you want to attract new readers, or if you want to bump up your blog traffic, PPC ads can be an excellent solution.
For example, if you have a recent success story or an awesome new product, PPC ads can bring in a huge amount of readers to that particular piece of content.
Or, if you’re trying to get more high-quality traffic, ads can help you reach your goals.
3. Go With Your Audience
Users on PPC sites tend to act like users on other sites. They go for the product that best solves their problem.
So, if you’re trying to get a PPC ad to convert, you want to make it lean toward solving that consumer’s problem.
If you attract people who are looking to solve a problem, then you’ll have a much better chance at getting that conversion.
4. Deliver an Awesome Landing Page Experience
Landing pages are an essential part of content marketing. Your landing page is the last impression you’ll make on your reader.
For this reason, it’s essential that you put a lot of effort into creating an awesome landing page experience.
Ensure your landing page has interesting content, is visually appealing, and is easy to navigate.
Finally, make sure your landing page is relevant to your ad.
5. Find Content Insights from PPC Keyword Data
If you are selling a product, you want to ensure you are advertising to people who want to buy that product.
If you want to sell a particular hotel in Hawaii, you want to target people who are in the market for a Hawaiian hotel.
You can do this by finding out what people are searching for and by using those terms in your PPC ads.
Simply type in the words you want to target in the PPC tool. You can even see where your competitors are advertising.
Conclusion
It’s a “small world” out there.
And, when you’re trying to make waves online, you want to get noticed.
PPC offers an immediate, targeted solution to that problem.
By creating PPC ads, you can reach your target audience, draw attention to your brand and boost the organic traffic to your content.
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