When you’re trying to improve your PPC campaigns, you’ve probably already heard (and done) what everyone’s been advising. Go improve your click-through rates and quality score, make sure your account optimized, and use negative keywords!
YES, these tactics can work and are quite effective, not many experts actually focus on great content for PPC campaigns. I know, I know, its content doesn’t look like it can benefit a PPC campaign, does it? It’s like someone telling you how purchasing Google Ads can improve your organic search ranking!
However, when it comes to producing great content, it benefits both organic and paid promotions or media. In what ways do both PPC ads and content improve your ROI, though?
Read on as I show you the surprising ways (and some tips!) PPC ads and content improves your ROI.
How Do PPC Ads and Content Improve ROI?
These are the ways one can use content marketing for more successful PPC campaigns and vice versa!
- Using PPC Ads For More Traffic
One problem with organic search strategies is that it’s almost impossible to get site views without the established audience. Remember, millions of blog posts are published daily, so it may seem tough to get exposure without a good strategy.
Through using PPC ads for driving traffic to your site, especially during the early development stages, it can give your brand both exposure and revenue. And the best part: your traffic from PPC can represent a larger share of audiences you’re trying to target. You can do this with Facebook Audience Insights and Google Ads, reaching for better exposure AND insights.
- Using PPC Ads For Biasing People To YOUR Brand
Studies show that paid ads can have you drive clocks for organic listings instead of cannibalizing it! This is due to the fact that people viewing paid ads to remember your brand for future research, whether consciously or not.
With two listings on one page, it can improve your click-through rate better, biasing searchers to your brand. This can make your brands have more authority, increasing your CTR for repeat visitors. After all, it’s cheaper to keep existing and loyal customers rather than trying to get new ones.
- Deliver a Good Landing Page Experience
Even the huge SEO and media manager experts find it difficult creating landing pages which satisfy their client. Content marketers can tell great stories, and they’re able to use their creative content for a unique landing page experience. It’s important to combine both your content and landing page, as visitors would look into your website before following your call-to-action!
To do this, look into the buyer journey, which is?
- Awareness
- Consideration
- Decision
This is where content plays along, so make sure that what you add to your landing page depends on these three factors.
- Find Content Insights From Your PPC Keyword Data
Both your PPC campaign and SEO from content share one thing: KEYWORDS.
I highly recommend that you leverage the PPC keyword data you receive to see what keywords have the biggest traffic and revenue. That way, you know what kind of content to write for maximum ROI.
Besides that, you can analyze ad copies which are performing well, applying it to your campaign on organic content. Use commercial intent keywords and add them to your content, which can promote products and services to customers.
Take note, branded keywords have more success and click-through rates compared to standard keywords!
- Steal Most Of the SERP Spots
When you have two links in the same search engine results page, it usually increases the website clicks. This is important over mobile users, where they tend to look into the paid advertisements and top results to make their search quicker.
Besides having better click0through rates on BOTH listings, you can increase brand exposure and authority with both PPC ads and organic search rankings from great content. The next thing to focus on is getting rich snippets as well, which can push you further above search rankings.
Bonus Tips To Increase Content Marketing ROI
Now that you know about the Ways PPC ads and content work together, here are some tips you can follow to maximize both for ROI!
- Promote Through Facebook Ads
I recommend that you look into Facebook’s Audience Insights, segmenting your target audience and making ads to new ones. Promote your best content and boost it through Facebook, targeting specific audience groups who aren’t engaging with your brand yet.
Through Facebook ads, you can build audiences in relevant and popular platforms. You can even do the same for other social media accounts like Twitter’s Tailored Audiences for remarking tools to leverage your PPC campaign.
- Write Irresistible Headlines
You can use tools like BuzzSumo to discover content and create headlines viral to your niche or industry. I recommend that you leverage topics and keywords to make relevant headlines for ad displays.
With irresistible headlines, it entices users to check out your ad. Just make sure it isn’t click bait and will still benefit users, improving their experience from your page.
- Think About Mobile Devices!
Did you know that over half of the advertisement clicks across platforms come from mobile devices? That’s why you need to think about the visual content and layout suitable for such screens! When designing your landing page, make sure it’s optimized for mobile, doing the following:
- Writing short headlines
- Using concise paragraphs
- Don’t go for pop-ups
- Use smaller image sizes
- Have a clear call-to-action
- Come Up With Killer Calls-to-Action
How can people go to your landing page or purchase a product if you don’t have a call-to-action? You need to present a clear CTA when people come across your landing page, especially if they came from paid promotions.
You can do this through pop-ups or form fields, which can convert leads to conversions. I recommend that you add the CTA after killer content for more conversions.
Wrapping It Up
Hopefully, this article on the Ways PPC ads and content work to improve ROI helped you out. If you want to learn more about improving your PPC campaigns, reputable companies like Joel House Search Media can give you sound advice and lessons on it.
If you have any questions or want to share more on PPC campaigns, then comment below. Your thoughts are much appreciated!
