Combining PPC with your content marketing strategy

Adele Webb Written by Adele Webb

6 min read   -  15th July, 2024

Combining PPC with your content marketing strategy

When crafting your most powerful marketing strategy, you’re spinning a lot of plates. PPC, SEO, content marketing and seemingly endless social media and website updates. 

But here’s a simpler approach that will save you time and money, whilst bolstering your existing marketing strategy across the board.

It’s time to combine your PPC marketing with your content marketing strategy. From this simple switch you can level up your CTR, copy quality and ad relevance, combining your marketing efforts in a way that helps every aspect of your marketing overall.

This article will guide you through the best practices to apply to your combined marketing, to upgrade your campaign results to the next level:

What is content marketing?

Content marketing involves creating and sharing valuable, relevant content to attract and engage a target audience. Relevancy is key here; you want to craft SEO-friendly copy that answers your target customer’s most pressing questions about your business and services.

Common forms of content include blog posts, videos, infographics, guides and social media updates.

If you’re consistent with creating strong content, you’ll see an increase in organic traffic to your site and interaction overall with your brand. Ultimately, this is about profit. By streamlining your content creation efforts to focus on content that aligns with your business goals and target audience demographics, you’ll cut out the less efficient content and increase the relevance of your marketing.

How can PPC help you?

The foundation of any successful marketing campaign is based on informed decision-making. A great place to start on that journey is your existing PPC campaign.

Data Insights
The most useful feature of your PPC campaigns is the data that you collect alongside the overall performance and ROI of the campaigns. Your PPC campaigns provide valuable data on user behaviour and preferences, often in great detail, so you can pick out the most relevant demographic detail to inform and refine your marketing strategy.

Here are some examples of the kind of information you can find out about your current and target audience, through your PPC data:

Demographic details:

  • Age
  • Gender
  • Location

Behavioural insights:

  • Device usage preferences
  • Times of engagement with your ads and content
  • Popular keywords being used by your most active customers

Interests:

  • Broader interests and lifestyle markers of your audience

Performance metrics:

  • Click through rate of your most popular content
  • Bounce rate of your least relevant or useful content
  • Conversion rates of your products and services

 

Targeted reach

Once you’ve highlighted the most useful data in your PPC campaigns, you have a roadmap on what to focus your budget on.

PPC allows for precise targeting based on demographics, interests and online behaviours. So streamline your marketing budget towards those chosen demographics and interests at specific times of the day and to the most relevant locations to use your budget as efficiently as possible.

This ensures your content reaches the right audience, enhancing engagement and conversion rates.

Cost-Effectiveness
PPC offers flexible budgeting options, allowing you to control spend and maximise ROI. Usefully, you only pay when users click on your ads, ensuring your budget is spent efficiently. 

Here’s the thing about all the research; you may have started with a list of 20 different demographic and interest or behaviour based data points and created various campaigns to cater to all of those points. But after some time, the data from your PPC campaigns will show you exactly which of those 20 elements is bringing you actual returns on your investment. This means you can double down on what is working and cut out spend on anything that isn’t converting.

Increased Visibility
PPC really comes into its own when you want results at speed. Paid ads can drive immediate traffic to your content, increasing its visibility in seconds.

If you create an effective campaign, your ads will appear at the top of search engine results, ensuring your content is seen by a larger audience. This can be a useful way to bring in new audiences who might not have originally come across your brand’s content.

Why should you consider combining the two?

Content is powerful, as is a well-run PPC campaign. But what happens when you put the two together?

Synergy and Complementation
PPC and content marketing can complement each other, creating a cohesive strategy. It’s a way of doubling the potential impact of one marketing session, where one idea can serve both your PPC and your SEO and wider marketing campaigns. 

High-quality content improves your PPC ad relevance and quality scores, which in turn can reduce your CPC and overall ROI. Now there’s a win-win.

Accelerated Results
Combining PPC with content marketing can accelerate your results compared to using content marketing alone. You’ll get immediate data from any paid campaigns, which is like pressing fast-forward on an organic content campaign. 

Improved SEO
High-performing PPC campaigns can boost your site's SEO by increasing traffic and engagement. It’s also a question of relevance. If you have a highly relevant PPC campaign, that relevance is going to translate effectively into your SEO and wider content marketing strategy.

What’s more, engaged users are more likely to spend time on your site, reducing bounce rates and improving SEO metrics (and more satisfied customers!)

Enhanced Brand Awareness
Consistent exposure through PPC ads reinforces brand recognition. This ramps up the speed at which your brand can become recognised by users as a trusted leading company within your industry.

Furthermore, quality content builds on that trust and authority, enhancing overall brand perception. After all, you don’t just want lots of clicks from a PPC campaign; you want to bring users to the content that showcases the very best that your brand has to offer.

A few points to consider

It’s not as simple as flicking a switch. Here are a few things to be mindful of before you begin, to help you avoid some common pitfalls.

Cost Implications
Running PPC campaigns requires a significant budget, which may not be feasible for all businesses. On top of that, without careful management, PPC costs can escalate quickly.

This can be overcome through careful budgeting, meticulous planning and a willingness to put your focus on the minutiae of your new campaign. Success is in the details!

Time and Resource Intensive
Integrating PPC with content marketing demands time and resources for planning, execution, and optimisation. After all, you’re doubling the workload for your team, at least initially. Once campaigns have been set up and integrated, you actually save time overall. But those first few weeks of planning and building out new marketing elements will require teamwork and efficient management.

Potential for Mixed Messaging
There’s a small chance that if your team isn’t frequently checking in with other marketing members across departments, you could end up with mixed messages to your audience. Inconsistent marketing goals between PPC ads and content can confuse your audience.

Ensuring alignment between ad copy and content is crucial for a seamless user experience.

Best practices

Before we leave you to craft your PPC content marketing strategy, here are a few tips to get you started in style.

Align Goals and KPIs
Define clear goals and KPIs for both PPC and content marketing. Setting these early on ensures that every element of your marketing is working towards the same shared intention.

Ensure these goals are aligned to measure the success of your integrated strategy effectively. There’s no sense in marketing in two different directions.

Keyword Strategy
Conduct thorough keyword research to identify terms relevant to both PPC and content. Use these keywords consistently to create cohesive campaigns. It’s one of the fastest ways to unify your marketing efforts across departments.

A/B Testing
Regularly test different ad creatives, landing pages, and content formats. Your data can only tell you as much as you set it up to discover, so create A/B tests regularly to really see what’s making a difference to your metrics. Analysis of this test data can then be used to inform strategic decisions across your marketing campaign.

Retargeting
Use retargeting to re-engage users who have interacted with your content but haven't yet converted. This keeps your brand top of mind and encourages return visits. If you’ve put all the work in to align your content strategy, let your PPC campaign help return those visitors to your brand.

Summary

Content marketing is a really comprehensive approach to targeting your ideal audience for your brand. PPC presents a highly focused and specific way to connect with new, returning and engaged audiences at speed. But the real power of your future marketing strategy lies in the combination of the two.

If you consider the points raised in this guide, you’ll have a strong foundation and understanding on which to craft your first integrated PPC and content marketing plan. 

Now all that’s left to do is get started, and watch the results roll in.

It starts with discovery

Speak to us today and let’s start growing your business.

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It starts with discovery

Speak to us today and let’s start growing your business.