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Oliver Ewbank

Why Your AdWords Campaign Needs Great Content

27th Jun 2014 Paid Search, Google AdWords | 1 Comment


AdWordsIn the competitive world of AdWords, Content Marketing can be Pay Per Click’s greatest ali. Why? There are three main reasons. This blog post will look at how slick content can save you money and boost AdWords conversions.

The three reasons that content and PPC work together include:

  1. Great content can improve your Quality Score overnight.
  2. Free content can generate leads that last a lifetime.
  3. Promoted content can grow lucrative remarketing lists.

Quality Score

In short, Quality Score is an estimate of how relevant your ads, keywords and landing page are to a person seeing your ad. Google will calculate your Quality Score every time a user performs a search that triggers your ad.

Quality Score has a number of influencing factors but one of the most important is the landing page experience. In the AdWords guidelines they urge sites to provide relevant, useful and original content. They also hammer home the fact that you should promote transparency and trustworthiness in your copy.

The AdWords system visits and evaluates landing pages on a regular basis so it’s important the content is up to scratch. If you team up with your content marketer they can help:

  • Create copy which is directly relevant to your ad
  • Create copy which is useful and accurately describes your product or service
  • Create copy which is unique and not duplicated anywhere else on the web
  • Create copy which is punchy and has a clear call to action

The points above sound simple, but if your landing pages are generic or lack content then the Quality Score will suffer. If your Quality Score takes a dip you will have to spend more money to display your ads and achieve a high ad position.

If you improve your Quality Score you can:

  • Reduce your actual Cost Per Click (CPC)
  • Lower your first page bid estimate
  • Increase auction eligibility
  • Lower your top of page bid estimates
  • Increase ad position
  • Increase eligibility for ad extensions

Why Display

Lead Generation

Many ecommerce sites use AdWords to prompt direct sales, but for others the platform is used to generate leads. In this day and age it’s very rare that a consumer will buy a product or service without performing extensive research online. The online buying cycle now tends to have six stages:

  1. Research
  2. Search for Website
  3. Research
  4. Search for Brand
  5. Research
  6. Buy

Free content can be a great way of capturing consumers who are still in research mode. It can also be a credible way to build up a list of leads that you can re-market to in the future. If you are in a service providing business, free content can be an excellent way to start a relationship with your core customers.

Free content can come in a variety of different forms, including:

  • Free Ebook
  • Free Podcast
  • Local Press
  • Free Whitepaper
  • Free Video
  • Free Slideshare
  • Free Infographic
  • Free Newsletter
  • Free Audit
  • Free E-zine

Work together with your content marketer to come up with a piece of content that is guaranteed to entice your audience. If you create content like the examples above you will have valuable bait to draw in email sign-ups. If you stick the remarketing code on the content you will also have direct access to re-serve ads to a specific niche.

remarketing1

Remarketing

A successful remarketing campaign needs great content to help build up credible lists. Many people limit themselves to product pages when they generate lists, but if content marketing is created for a certain audience it can be a great way to collect new data. For example, there is no reason why you can’t stick a remarketing code on a blog post, infographic, video or even a social channel like YouTube.

If content marketing is promoted externally you have the potential to re-target a whole new audience. Think about where your content typically gets promoted:

  • Social Profiles
  • Forums
  • Communities
  • Bookmarking sites
  • Industry blogs
  • Key influencers
  • Comments
  • Newsletters
  • Local press
  • National press
  • Website owners

If you are getting your content in front of the right audience then it makes sense to collect their cookies and remarket to them in the future. This can be done in a number of ways.

  1. Follow up content is a great way to establish a relationship with your consumer. For example, if a user viewed your blog post on a new surf board you could re-target them with a demo in video form.
  2. Remarketing Lists for Search Ads (RLSAs) are a great way to tailor search-only campaigns to users that have already viewed your content. For example, if a user viewed your infographic on ‘The Best Seat On an Airplane’ you could re-target them with search ads on travel insurance.
  3. Direct sales. If the audience is at the end of the buying cycle. Use dynamic remarketing to display a banner with the exact product that the content was on. You may wish to use a specific offer for users who viewed the initial content.

On the flip side, remarketing can be a great way to initially promote content. If you have comprehensive remarketing lists you can instantly get fresh content in front of the right audience. This will make the content more sharable and link worthy.

Conclusion

So there you have it. Content should be central to any PPC campaign. Unique and transparent landing page copy will save you money on bids. Free pieces of content will help you collect invaluable leads.

If the content marketing is pushed to the right audience you can create lucrative remarketing opportunities through the search and display network.

Your AdWords campaign will thrive on good content. Combine paid and owned media to achieve superb results.

For more information on our PPC and Content Marketing Services, and to see how they can benefit your business, Contact Us today.

Image Credits

Pay Per Click from Bigstock
Why Display from Google Ads
Remarketing from Google Ads

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Oliver Ewbank About the author

Oliver Ewbank

Working in new media for over 8 years, Oliver Ewbank has worked for a range of brands including eBay and SportBusiness.com on SEO, PPC and Social Media Management. He has won awards for his SEO work and been featured in a number of publications, including Virgin online.

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