Why You Should Use PPC as a Content Marketing Tool

Why You Should Use PPC as a Content Marketing Tool

4th July 2019

Pay-per-click advertising is usually associated with driving traffic to sales pages. After all, most of us want consumers to convert on those pages and buy our products and services. A more uncommon use of PPC ads is for content discovery.

Content marketing can be complex and difficult. Creating the kind of content that people find interesting can take a long time and a considerable amount of work. Once you’ve produced it, you want everyone to see your great content and associate it with your brand. Organic strategies can take a long time before generating traffic and results, but PPC can assist in that process to produce more results in less time. Here’s how it can be done.

Why use PPC ads?

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Pay-per-click ads play many roles in marketing a business, and there are plenty of benefits of implementing them. Here are some of the main advantages of PPC ads and why you should use them.


You can control your bids and limit your spending on most platforms. For some keywords in markets that aren’t saturated, the bids can be really low, so you can get more bang for your buck. That said, it’s important to manage your PPC campaign, especially your budget, to make sure it’s utilized well.

Even if you’re competing for expensive keywords, gaining the top spot can sometimes be worth the money. People are more likely to click on results that appear above the fold, which includes advertisements. In fact, the top three ads on the SERPs get 46% of total clicks. If there is more incoming traffic to your site, there’s a higher chance that your content will be seen and people will engage with you.

Get results fast

PPC campaigns can achieve almost instant results. It’s easy to set up a campaign in most cases, like in Google Ads, and you can roll out an ad in a matter of minutes. Once your ad is live, it will immediately begin appearing in the relevant search results.

On top of that, you can adjust your targeting to attract specific audiences. You can target the people who will be interested in your content and likely to engage. The traffic you generate will be relevant to your content and looking for what you have to offer.

Easy to adjust

Unlike most other marketing tactics, you can alter a PPC ad at the drop of a hat and start seeing results within days. If you find that your ad isn’t performing the way you thought it would, if you think a different landing page will work better, or if your customer behavior is changing, you can easily adjust the ad to align with your needs.

Tracking capabilities

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Most PPC platforms will track various metrics. They will record things like impressions, click-through rate (CTR), cost per click (CPC), and many others to help you determine the success of your ads.

Raise brand awareness

Even if people don’t click on your ad and engage with your content, they’ll still see it. By just seeing your brand’s name in an ad, it can lead to a viewer being more loyal to your company. Someone might even remember the name of the content from the ad and look it up later. Just because people don’t click on your ad doesn’t mean it failed.

How it works

According to a 2017 study, 3 out of 4 people will click on a search result when it’s relevant to what they’re searching for whether it’s an advertisement or not. People don’t usually mind if a result is an ad as long as it aligns with what they want. Search engines heavily focus on relevance— they want to deliver the results that people are looking for. So if it’s more relevant to a search, your ad will likely be shown in a higher place.

Content tells search engines about your site and its pages. When it includes keywords that are related to your business and industry, it will help your site or pages rank organically for those keywords when they’re used in a search. Your content gives search engines context to work with and use to determine how relevant it is to a search.

When you combine a PPC ad with good content, you are reaping the benefits of pay-per-click advertising along with the organic rankings from your content. Putting those together will help your ads be relevant, which makes them cheaper and more effective as they will appear closer to the top of the SERPs.

Making it work

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To successfully combine PPC and content marketing, there are some fundamentals you’ll need to take care of. There aren’t a lot of elements to this, but the few you need will have to be done well if you want your content to be viewed a lot. Remember that search engines are all about relevance, so making sure everything is consistent and pertinent will make a big difference.

Good content

As mentioned earlier, content is what sends signals to search engines telling them what your page or site is about. When your content contains target keywords and information related to those keywords, it sends contextual signals to search engines. When your PPC ad also includes keywords and has a landing page description that’s in line with your content, it shows search engines that your landing page is accurate and relevant.

Relevant keywords

Your content will need to contain keywords that are connected with your business and industry. It’s important that you use the right keywords— those that are industry-related, frequently searched for, and within your budget. This means you’ll need to do some research. Some industries are more competitive than others, and keywords will cost more per click. You need to look at your budget and decide how much you’re willing to spend so people will see your content.

Search engines, like Google, will look at how relevant your site and page is and how much you are willing to pay per click. If your page is highly related to the search and advertisement copy, it will cost less per click than if it weren’t as relevant. Once again, relevance is extremely important!

Ad accounts

The most common search engine is Google, so marketers often choose to focus on Google ads. But that doesn’t mean you should ignore other search engines that see less traffic— you just need to decide if it’s worth your time and money to manage multiple ads. Make sure you have an account and that you have played around with it and feel comfortable using it before you push any ads live.

Keep relevance in mind

Look at your audience and where they’ll spend their time, set your budget, and make sure your content is relevant to your audience and the ads your running. By doing so, you’ll maximize your campaign and get your content out there. You’re sure to generate traffic through your PPC efforts and benefit your brand as a whole through the process.


Written By
Morgen Henderson is a writer who grew up in Utah. In her free time, she loves experiencing foreign cultures, baking, and improving her Spanish skills.
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