PPC - Eyler Creative

PPC and Content: a Match Made in Heaven

For those who are trying to put together a PPC – pay-per-click – campaign by using search engine marketing advertisements, you may already know that it can be difficult to be successful. That’s because success is ever-changing in the world of online marketing, and you have to have a strong, but vigilant strategy in order to keep things in the green. A perhaps unexpected way to boost your ad efforts are to make sure you have excellent content to go along with it.

PPC, Content, and Your Combined Strategy

No matter how much advice you’ve gotten about how best to run a PPC campaign, if there’s still a piece missing, then you may not be seeing the ROI you want or expect. Fortunately, the answer is sometimes just to tweak the content that its on your site: yes, your organic marketing efforts! In turn, your paid work can help to drive traffic back to your website and its content to help the positive cycle going.

To that second point, for example: create a paid ad that will send visitors to your site. “Leveraging PPC ads to drive traffic to your website in the early stages of development will give your brand some exposure and early revenue.” Many businesses will take this step early in their growth in order to get some momentum right away.

Paid and Organic Play Nicely

Something that we always recommend when creating a PPC with or for a client is to develop a landing page on your website to match the call to action for that campaign. Not only does this help to give you a better relevancy score (assume the page is optimized for your ad keywords), but it also creates a page that you can rank for organically. Essentially, it’s doing double duty without any extra effort on your part. If you can make it a unique and engaging experience, then you should be able to see a solid improvement to your ads in no time.

If you’re making a landing page, don’t forget mobile! You should design a version of the page exclusively for those visiting from the small screen. That means shorter paragraphs and headlines, smaller images, and an obvious call to action. Naturally, there shouldn’t be any popups or other distracting features that leave your users frustrated and closing out of your page entirely!

What do your paid and organic efforts have in common? Among other things: your keywords. Though PPC keyword lists can often be a bit more extensive and detailed, there will likely be a lot of overlap. If you can look through the results of your PPC efforts so far, then, you should be able to “leverage your PPC keyword data to discover which keywords drive the highest traffic and revenue.” If they’re successful in one place (or format), then they may also work well in another!

You probably know what clickbait is…and you shouldn’t use it, but you should make sure that your titles and headings are at least a little interesting in order to keep your audience interested. Of course, this will vary wildly depending on your target audience, so keep them in mind when crafting this and other content to ensure they’re able to get the most out of it.

Join Your Digital Efforts with a Pro Online Partner

Make sure you’re getting the most out of all your digital efforts, whether they’re paid or organic. Now that we’re in a new decade, you don’t want to rely on your older, potentially-outdated methods of setting up ads, landing pages, and more! If you want to work with a team that knows all aspects of digital marketing in and out, then get in touch with Eyler Creative today!

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