Introduction
The internet is a big place. And there’s no shortage of competition out there. So, if you want to stand out, you need to be doing something different.
One way to do that is through high-quality content and paid search advertising (PPC). When used together properly, these two marketing tactics can help your business gain visibility and drive leads. In today’s blog post, we’ll show you how they work together and how they can benefit your strategy at every stage of the sales funnel—from top-of-the-funnel awareness to bottom-of-the-funnel conversion rates!
What is PPC?
PPC stands for pay-per-click. It’s a type of advertising that allows users to pay only when someone clicks on their ads. This model has become increasingly popular with businesses looking to quickly get in front of new audiences and test out their messaging, products, or services.
The reason why it’s so popular is that it’s generally easier to get started with PPC than any other type of advertising. You can set up a campaign in just minutes, and there are no long-term commitments or minimum spending requirements.
So, now that we have a basic understanding of PPC, let’s explore 5 ways high-quality content and PPC complement each other when executed correctly;
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PPC Drives Traffic to your Content
PPC is a great way to drive traffic to the content on your website. When someone searches for something online and finds what they’re looking for, they’ll click on it.
If you have a piece of content that has strong messaging and provides value, it could be just what they are looking for. More importantly, once people click through to your site and start reading more about the topic of interest or finding out more about how something works or why it might work for them — this is where you can make some real money!
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PPC Achieves More Wide-Reaching SEO Benefits
Optimizing PPC campaigns for SEO benefits can help you achieve more wide-reaching SEO benefits. By focusing on the keywords you already rank for, your PPC ads will be seen by people who are already familiar with your brand. This means that your chances of getting a higher clickthrough rate (CTR) and conversion rate are increased.
Additionally, when visitors come from PPC and land on your website, they’re likely to stick around longer than those who clicked directly from organic search results because they’ve already had an interaction with the ad beforehand. Since these visitors have already interacted with an ad and are therefore more interested in what you’re offering, they’ll be more likely to convert into customers than someone who found their way there through organic search alone.
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Grow your Social Media Presence
PPC can help you achieve more wide-reaching SEO benefits by driving more traffic to your content, which in turn drives more traffic to your social media accounts.
This is especially true if you’re running a paid search campaign for an informational keyword term (like “how to make chicken soup”) that’s being used by people searching for recipes or cooking tips. Because this is a high-intent keyword, it will bring users who are actively interested in learning how to make chicken soup—and that means they’ll be interested in following you on social media as well.
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PPC Brings the Right People to your Content
PPC ads are more targeted than organic search results. They’re also more targeted than social media posts and email campaigns. People who click on PPC ads are more likely to be interested in the content you’re promoting, so they have a higher chance of converting into leads and sales.
So, if you have a compelling piece of content that attracts the right audience, they’ll find it via PPC and go on to become customers or subscribers from there.
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PPC is a Pillar of Content Marketing Strategy
Content marketing is a pillar of PPC strategy. In fact, the majority of B2B marketers say that content production is the most important activity they do for their paid search campaigns.
Content creation is one of the main ways you’ll generate leads and drive conversions through PPC ads. Plus, it will also help with SEO later on as well because Google prefers having quality content over lower-quality sites in its search results. If people share what they find on your site through social media channels or email newsletters, then getting ranked higher by Google becomes even easier.
Conclusion
If you want to use PPC as part of your content marketing strategy, it’s important to understand how these two channels work. PPC is an excellent tool for driving traffic and growing your social media reach, but it can also help you achieve more wide-reaching SEO benefits. By combining these two channels, you can create a powerful system that brings in brand-new visitors while keeping old ones coming back for more.
Reach out to our PPC and content experts today to get started on a strategy that works best for your organisation.
