In the earlier days of the Internet, PPC or “pay per click” was one of the go-tos for every online marketer. Now it’s become less important compared to the potential for increased traffic and conversions offered via content marketing. However, that doesn’t mean it’s without value if done correctly. In fact, a quality online marketing campaign will include both PPC and content marketing, which can go hand in hand.
Start by Researching Your Audience
Both PPC and content marketing campaigns start by knowing your audience – and really, knowing your competitors. Digital Current explains how keeping tabs on your competitor’s content marketing efforts can prove a worthwhile endeavor. You get an idea of the types of content that’s popular with your targeted demographic and you know what to avoid by looking at their posts without a lot of hits or shares. You can determine the most popular search terms for your industry by looking at the ones associated with the popular content – and use those search terms when coming up with an effective PPC campaign.
Catering to the Mobile Crowd
PPC is especially still popular among smartphone and tablet users. According to PowerTraffick, 69 percent of mobile searchers call a business after clicking on it through Google. People on the go want to find a business right then and there – and they want to patronize it. They’re not looking to shop and compare and weigh their options. If you target the most popular searches – particularly ones that incorporate local keywords like “Chicago mattresses” or “dentists in Seattle” – you’ll get the most click-through on your material.
Content is also popular with the mobile crowd, especially video and visual content. You can actually pay for people to click-through to your content directly instead of straight to your online store or contact information. One reason to consider landing your PPCs ads on a piece of content is if the content aims to convert visitors into buyers by offering suggestions for buying your products or services. For example, “3 Reasons the XYZ Mattress Will Give You a Better Night’s Sleep” or “How to Find the Best Dentist in Seattle.”
Save Money by Doing Click-Throughs on Your Content
In addition to signing your business up for PPC marketing via search engines and popular websites, you can actually do a form of PPC – only without the “paying” aspect – by inserting links into your own content. An article that explains how to find the best dentist should throughout the text keep linking back to your main page, your contact page and a page that explains your services. A video should include links in the description and a call-to-action to click in the video itself. If your own content links back to your online store or landing page and that content is shared virally, you won’t have to pay for these clicks.
If your marketing budget and time is limited, focus on content marketing first and foremost, but don’t write off PPC entirely. You can use much of the same research you’ve used to develop your content marketing campaign for PPC. Plus, PPC takes less effort and still can offer results, so it needn’t take up a large portion of either your time or your funds.