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How Content makes PPC Advertising Successful



How Content makes PPC Advertising Successful

While some businesses invest solely in one type of advertising and marketing, like social media, others thrive by seamlessly combining multiple strategies, like content marketing and pay-per-click (PPC) advertising. Both of these methods can give a boost to your business through improved SEO, more customers, and a more robust online presence. How can your business harness the power of these two strategies to grow now and in the future?

What Comes First, Content or Advertising?

Content is the backbone of all advertising, whether it is a brief piece of ad copy or an extensive landing page. Creating high-quality content will ensure that users have an engaging, compelling experience when they click on your ad. For this reason, great content should come first in your process. When creating content, writers will consider many of the same things that you will when customizing your PPC campaigns:

  • Who your target audience is
  • What your target audience wants
  • What words, images, and types of content get results

Over half of businesses currently spend time and money on their content marketing plans, which means there is a good chance your business is already posting on a blog or developing content. If you don’t have the time, talent, or budget for in-house content creation, consider outsourcing it to freelancers. Once you have engaging content, advertising becomes easier.

How Can You Use Content for PPC Advertising?

PPC advertising often relies on highly customized sales funnels and campaigns that use a combination of pictures, videos, and text to make the sale or get the desired response. However, when all you are thinking about is getting the user to perform the final action, it’s easy to lose sight of what your target audience is looking for.

Instead of your campaign redirecting to a sparse landing page on an empty website, you can welcome them to a carefully developed, robust website with plenty of informative blogs and features outside of the landing page. Content marketing can increase trust and show browsers that you care about answering their questions and concerns. Customers are more likely to trust websites that feel established, and great content also increases the likelihood the visitor will stay on your website longer.

You can enhance your landing page experience to tell the story of your brand and develop high-quality inbound leads using content already on your website and in your marketing collateral. How can you leverage your content throughout your landing page and sales funnel?

  • Awareness Stage: You will identify and explain the problem or need that the customer has through infographics, blog posts, videos, articles, or other content.
  • Consideration Stage: Now that the customer understands their need or problem, your content can fill in the gaps as they research through reviews, white papers, e-books, landing pages, and blog posts.
  • Decision Stage: The client makes a purchase and decides who is the best fit for their needs through blog posts, tutorials, demos, trials, and other pieces of content. 


Can PPC Advertising and Content Marketing Help With SEO?

Many companies invest in content marketing as part of a multifaceted SEO strategy designed to bring more interested customers to their websites. Once you’ve reached momentum with your blogs and landing pages and they are organically appearing close to the top on search engines, getting traffic is less of a priority. However, when you are first struggling to get prospective buyers, advertising can bring people to your content marketing and, in turn, help with your site’s SEO.

Because all three of these marketing and advertising efforts are intertwined, you can get tremendous value for your time and money. The content you create can become the cornerstones of your SEO strategy and be leveraged on social media and search engines through PPC advertising.


How Does a Multifaceted Marketing Strategy Develop More Leads?

Websites with a diverse range of pages and expansive site maps often rank higher in search results. Research has shown that websites with 400-1,000 pages get six times the leads of sites with only 51-100 pages. When your website has a dynamic content marketing strategy that involves quality blog posts optimized for search engines, it’s easy to get more traffic and gain quality leads as a result. Importantly, this is not just true for the B2C space, but also the B2B space. B2B marketers with an on-site blog get 2/3 more leads than companies without one.

Retargeting is a key component of many PPC campaigns. After your visitor leaves the site without engaging or without completing their purchase, you can retarget them using content already on your site. For example, if they added a product to their cart that you have an informative blog post about, you can use that content in your advertising to them. If you offer services, the blog post you utilize could describe the benefits of your service. Content marketing is not just about closing the sale; it is also about developing a trusted relationship with your target audience.

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Tips to Boost Your PPC Campaigns in 2022



Tips to Boost Your PPC Campaigns in 2022

Digital marketing and advertising are always evolving with the new online trends, customer behavior, and industry demands. That means that marketing and advertising strategies should never be set in stone, rather, you should always make sure that your strategies and tactics are evolving as a result.

And that’s where marketers and business leaders make their first mistake. To craft the perfect PPC marketing plan, you need to keep your plan flexible and scalable. This will help you adapt your approach, expand different elements of your strategy, and boost your results in a competitive industry.

That’s exactly what we are going to talk about today – keyword and landing page expansion and how these tactics can help you boost your PPC campaigns in 2022 and beyond. Here’s what you need to know.

What is Keyword Expansion and Why is it Important?

In the competitive SMB market, companies need to continuously add value to their marketing and advertising efforts to build their competitive edge, and that means adding relevant keywords to your list. Keywords are not just important for your overall marketing efforts – they are instrumental to a proper landing page and PPC optimization.

If you have a plumbing company, for example, then you should know that localized keywords are the basis of marketing for plumbers because they allow you to build your visibility online. What you might not have known is that expanding your keywords can boost your advertising and landing page performance, as well.

The same goes for any local or global business, as adding new keywords will allow you to expand the reach and visibility of your ads, but also the reach and relevance of your landing pages. This brings us to the next important question.

What is Landing Page Expansion?

Landing page expansion is the idea of adding value to your landing pages through better and more relevant keyword implementation, as well as overall landing page optimization in terms of user intent, visual upgrades and performance improvements, mobile optimization, and more.


Expanding your landing pages is one of the best ways to boost brand visibility and the performance of your ads, which lead to your landing pages. After all, your ad can only be as effective as your landing page.

That’s why you should continuously expand your landing pages to justify the ad spend and to help your PPC campaigns produce positive results over the long term. Now that you know what keyword and landing page expansion is, let’s go over some of the best practices you can use.

Top Ways to Find More Relevant Keywords

Regularly finding new keywords for your PPC ad copy and your landing pages is an essential step toward building long-lasting, fruitful advertising campaigns. After all, keyword research and implementation is not a one-time thing, and it requires constant investment if you want to stay ahead of the competition.

With that in mind, here’s how you can find more relevant keywords:

  • Use the Google Keyword Planner
  • Google new relevant phrases
  • Identify and use keyword synonyms
  • Use dedicated tools like BuzzSumo and Ahrefs
  • Consider YouTube SEO and look for keywords in video titles and descriptions
  • Go through your competitors’ landing pages
  • Go through your competitors’ ad copy
  • Go through your competitors’ blog content
  • Consider leveraging dynamic search ads
  • Go to Quora and forums to find long-tail keywords
  • When in doubt, check Reddit for keyword ideas

These are some of the safest ways to find new keyword ideas to add to your ad copy and landing pages. However, make sure to analyze every new search term you come across and its potential and relevance for your business.

You should also keep misspelled phrases in mind, which we’ll talk about in a moment. 

Optimizing Landing Pages for Better Ad Performance

Landing page optimization should be a continuous process, especially if you want to justify your ad spend and make your PPC campaigns produce a positive ROI. While the ad itself is the first point of contact, it will be the landing page that will engage and convert visitors into paying customers. That said, you also want your landing pages to be visible in search in order to boost brand visibility and reach.

The definition of a landing page is that it is a separate web page created for marketing and advertising purposes, but to generate the desired results, you need to optimize it by:

  • Adding a clear value proposition
  • Adding calls to action throughout
  • Structuring your content
  • Complementing content with visuals
  • Optimizing your above-the-fold content
  • Reducing customer effort
  • Optimizing your headings and subheadings
  • Adding user-generated content

And of course, you need to optimize your landing pages by adding new keywords, removing underperforming ones, and monitoring their performance.

Implementing Misspelled Keywords

One of the best ways to improve your advertising efforts and add relevant search terms to your list is to add misspelled keywords. It’s not everyone’s cup of tea, but there is no denying that people tend to misspell the terms they’re searching for – terms you want to use to boost your ad and landing page visibility.


People tend to misspell concepts and phrases they don’t understand well. For example, people don’t understand the metaverse, or concepts like the metaverse VR, metaverse real estate, and so on. But that goes for all new, high-tech terms, which tend to produce a lot of misspelled keyword phrases.

The second reason that misspelling occurs is that people tend to be bad at brand retention. If people are misspelling your brand slightly, then you can use those keywords to help Google rank you higher for that term.

Don’t go overboard, however, and only use misspelled search terms as a way to expand your keywords and landing pages.

Wrapping Up

Keyword and landing page expansion, when done correctly, can help you scale your PPC campaigns, adapt to new trends, and reel in more customers. Through meticulous landing page optimization and the implementation of new keywords, you’re able to save your marketing and advertising dollars, which will allow you to better allocate your resources to other complementary campaigns.

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