Content marketing is what everyone’s about nowadays. Get the content on your site up to a quality standard and you’ll please the human readers and the search bots alike. So how does that work with PPC marketing? Surely pay per click and content marketing aren’t compatible?
Well here’s a secret. Many advertisers who use PPC miss out because although the potential customer is enticed to follow the link, they find out at the other end there was nothing worth going there for. So, officially the online business profits from an extra view, but in practice, the customer feels cheated. That’s not good.
So now let’s consider what happens when the click leads to quality material. What if the PPC campaign offers actual solid rewards. When that’s the case, PPC brings you a potential new purchaser who was not only interested enough to find you, but who also finds it worthwhile to stick around longer, and potentially convert.
PPC brings you a potential new purchaser who was not only interested enough to find you, but who also finds it worthwhile to stick around longer, and potentially convert.Tweet this now
Of course, it’s not just about the content on the landing page. A new visitor to your site will probably want to have a good look around, so you need to make sure there’s solid content on all the key pages that will reassure them you know what you’re talking about and your products are worth the investment.
You can use split testing to discover whether the quality content you’re providing has the right headline, the correct ‘voice,’ and the right layout to appeal to the site visitors who arrive via your PPC campaign.
Remember, it’s not always obvious what content is going to count as gold dust for marketing. All sorts of factors are involved in making a post go viral, and it’s not an exact science. However, though you may not be able to predict it, it is something you can test.
On Facebook, consider adding a ‘post engagement ad’ that invites your customer to tag a friend, and increase the scope of the original campaign. It’s worth adding this kind of feature to any content that is already proving popular.
So there are a few ways in which your marketing could actually benefit from PPC, even if you are opting for content marketing strategies for building your eCommerce business.