There’s something you need to ask yourself: Are you backing your paid search and PPC campaigns with the right content? Paid search ads only bring more people into the funnel. You can spend hours putting together compelling ad copy, but if the content behind your ad isn’t relevant to the right keywords and matches search intent, why bother? It’s the content that comes after the ad (what they see after they click) that converts. And if what you’re promoting via #PPC isn’t highly relevant to your target audience, you’re wasting your money. - @annieleuman Click To Tweet Content Is Purposeful Paid search advertising is great for quick visibility on those hard-to-nab keywords. Over 50% of today’s searches contain more than four words, creating an opportunity for content marketers to write content that more accurately answers their audience’s specific questions.1 And generally speaking, you’ll likely see better results as this content is highly targeted and matched with intent; it’s best-answer content when done right. Content Is Trusted It’s been frequently reported that roughly 95% of searchers click on Page 1 results — including ad placements. Together, these elements create credible, consistent content that your audience will trust when they come across it. - @annieleuman on #PPC and #ContentMarketing Click To Tweet Putting the “C” in PPC Pay Per Content.
While digital advertising has been a valuable and important content marketing tactic for some time, in the age of “content shock,” near-constant algorithm tweaks, and voice search—it’s taking on a more pivotal role in many content marketing strategies. In fact, Nielsen’s inaugural CMO Report 2018 found that 82% of marketers expect to increase their digital media spend as a percentage of their total advertising budget in the next 12 months.
No doubt, paid search is on the digital spend list. It’s a tried and true method, helping brands secure visibility and compete in a crowded space. And in theory, upping your search investment can help you secure top ad placements across a variety of keywords and queries, exposing you to more searchers and, ultimately, generating traffic that will help you reach your marketing and sales goals, right?
Not so fast. There’s something you need to ask yourself:
Are you backing your paid search and PPC campaigns with the right content?
Paid search ads only bring more people into the funnel. Your content needs to get them through the funnel. And content is effective at doing so with six times the website conversion rate compared to other marketing tactics.
The bottom line? For your PPC campaigns to have maximum impact, you need to have quality content behind them and here’s why.
Content Converts
A whopping 73% of web users report getting frustrated by irrelevant content. Whether users are searching, researching, shopping, or simply perusing, they want, need, and expect relevant content. And many brands are missing that mark. According to The 2017 Meaningful Brands Study, 60% of content created by brands is “clutter” — AKA content that is poor, fails to deliver, and provides little value to the audience.
So, when it comes to getting the most out of your PPC efforts, success isn’t rooted in enticing a click. You can spend hours putting together compelling ad copy, but if the content behind your ad isn’t relevant to the right keywords and matches search intent, why bother? Visitors will quickly see they’re in the wrong place or a bait and switch occurred — and they’re not likely to stick around.
Simply put, there’s content behind every SERP. And if the landing page, blog post, or gated asset that you’re promoting isn’t relevant to your target audience, you’re wasting your money. It’s the content that comes after the ad (what they see after they click) that converts.
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