5 Ways High-Quality Content and PPC Complement Each Other

In digital marketing, it’s so easy (and tempting) to separate the different sub-disciplines into their little worlds.

Here’s SEO here, the big one.

Then there’s social media marketing, and here, PPC ads.

But that’s a black and white view of things.

In this case, I’m talking about the intersection of PPC and quality content.

If that statement doesn’t even make sense to you, then this post is for you.

PPC content and data can complement each other in more ways than one.

From landing page copy to CPC data to improving click-through rates, there are many points where these two layers of digital marketing come together to form a stronger whole.

And if we assume you want to improve both your PPC performance and your content traffic, you can get something out of it.

So, read on for some helpful tips on using your content and PPC campaigns at the same time!

1. Use PPC ads to get traffic FAST

The problem with organic search strategies is that it’s nearly impossible to drive attention to your website without an established audience.

Consider that over 6 million blog posts are published every day, making it nearly impossible to get your blog posts seen without an underlying strategy.

Leveraging PPC ads to drive traffic to your website in the early stages of development will give your brand some exposure and early revenue.

Even better, traffic from paid clicks will represent a significant portion of the target audience you are already looking for to sell your brand.

It’s like killing two birds with one stone.

Using Google Ads and Facebook Audience Insights, you can derive greater insights from your audience while reaching them to increase your brand exposure.

Tapping on a piece of detailed or informative content can help further differentiate your brand from other advertisers.

Good, quality content goes more hand in hand with PPC than you might think, so be sure to read about the intersection of these two areas of digital marketing.

The idea is to focus on both campaigns simultaneously and target similar keywords.

Content can be used to inform, while paid advertising should be your conversion tool.

This strategy can help your brand become a priority whenever you appear in search results for any keyword query.

2. Use PPC ads to direct people to your brand

Contrary to popular belief, paid ads (indirectly) help drive traffic to Google’s organic results because they increase brand awareness in users’ minds.

This is because people who view paid advertisements are more likely to remember your brand in a future search, even unconsciously.

This could hypothetically make your brand more authoritative or larger than life.

Brand affinity also significantly increases the CTR of repeat visitors.

Research has shown that it is cheaper to retain an existing customer than to acquire a new one.

3. Deliver an Awesome Landing Page Experience

Even the savviest paid media manager sometimes struggles to create a landing page that satisfies customers and their vision.

Content marketers are naturally great storytellers and creative in their own right.

Leverage your creative content to create a unique landing page experience that nurtures inbound leads through your conversion funnel.

Visitors who click on advertisements are likely to investigate your website before making a conversion.

Consider the buyer’s journey and how the content applies throughout this process:

  • Sensitization: A customer is alerted to a particular need or problem (blog articles, curated content, infographics, videos, articles).
  • Consideration: A client realizes a particular need and searches for it (white papers, testimonials, opinions, landing pages, ebooks).
  • Decision: A customer decides to make a purchase or a conversion (tutorials, trials, product demos).

Consider providing testimonials, user reviews, and links to relevant articles in addition to landing page content for visitors to read before buying.

Not all visitors who click on an ad will purchase during that session or even that day.

Providing relevant, quality content on your site will become a valuable touchpoint on your attribution path to driving conversions.

4. Find content insights from PPC keyword data

If there’s one characteristic that your SEO and PPC campaign already shares, it’s keywords.

Leverage your PPC keyword data to discover which keywords drive the highest traffic and revenue.

You can also analyze the good performance of advertising content and apply it to your organic content campaign.

Consider using commercial intent keywords in your content to promote your services/products to customers.

Branded keywords are incredibly successful and have a much higher CTR than other standard keywords.

Bundle your keyword strategy and transfer success from one campaign to another.

Perform A/B testing to decipher which keywords perform best in each campaign.

5. Steal as much SERP real estate as possible

Naturally, having two links on the same page would increase website clicks.

In addition to increasing click-through rates on both listings, having additional links increases brand exposure and authority in the eyes of the searcher.

While it’s true that 53% of website traffic comes from organic results, PPC ads continue to be strong in today’s Google.

Now if only you could get a rich snippet too!

Actionable Tactics to Increase Content Marketing ROI with PPC Campaigns

Now that you understand the benefits of combining PPC and content marketing, here are some ways to fully maximize it.

1. Promote Your Great Content with Facebook Ads

Use Facebook Audience Insights to segment your audience and target ads to new audience members relevant to your industry.

Promote your best performing content by optimizing your Facebook post to target specific audience groups.

Boost Your Post Facebook promotes content and ads to two audiences:

  • “People who like your page and their friends.”
  • “The people you choose through targeting.”

Use PPC ads to build an audience for your content, then use the “boost post” to reach more people who may be interested in your content.

Facebook Audience Insights and Twitter Custom Audiences provide unique remarketing tools for any PPC advertising or promotional content.

Leverage your PPC spend to build an audience for your brand and target them with different ad campaigns based on your most shared and liked content.

2. Write irresistibly clickable headlines

Use BuzzSumo to discover content that is currently going viral in your industry.

Leverage these keywords and topics to create a compelling and relevant title for your ad display.

This will drive users to engage with your ad display who typically don’t engage with click-through ads.

A/B test different headlines that target different niche keywords to see which get the most clicks and conversions.

Note that clickable is not equal to clickbait. It is always essential for the user experience to create relevant titles for the content itself.

3. Think mobile first

Use images, infographics, and any form of visual content to increase your mobile conversion rate for paid ads.

Landing page content rules are different for mobile. It is paramount that you enable responsive design and optimize content for mobile.

Some tips:

  • Write short headlines.
  • Use concise paragraphs.
  • Avoid pop-ups.
  • Use small images.
  • Include a clear call to action.

4. Create killer CTAs to convert more visitors

You should present a clear call to action on your landing page, especially for paid promotional items.

You can accomplish this with a form field on the side or a pop-up CTA. This will help turn leads into conversions for your paid promotion campaign.

People are still debating whether to place a CTA above the fold or at the end of the content.

In terms of paid promotion, I would suggest using your content to grab reader interest and then throwing your CTA at the end of the landing page for more conversions.


I’ll say it again: I understand that content marketing and PPC couldn’t seem to be more different.

They run parallel most of the time and common areas can be hard to see.

But if you incorporate proper content marketing into your PPC and PPC data into your content marketing and SEO, you can learn a lot and start increasing your site’s overall performance.

More resources:

Feature image: Dean Drobot/Shutterstock

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