Usually the primary objective when businesses invest in a content marketing strategy is to get more people on to their website from Google’s organic search results.
Anyone who has followed the recent evolution of how search works will know that there are fewer and fewer shortcuts and clever tricks. If you want more people searching on Google to find you, you need to create a better website, with helpful, useful and regularly-updated content.
Of course, one quick win for getting more traffic from search is to buy it. Google’s Adwords is arguably the most successful advertising product of all time. It has helped Google go from a garage project to a $200 billion business in less than two decades.
Most people will be familiar with how AdWords works: you select keywords relevant to your website and bid on them. If it meets the criteria your ad with a link to your site will appear in the sponsored listings at the top and down the right-hand side of Google’s search results.
At first glance, AdWords and content marketing would appear to be fighting over the same budget and often that is indeed the case. But, here are a few ways your AdWords campaigns and your content strategy can work together…
Learn as you go
Unlike organic search, which takes some time, AdWords offers instant gratification. With deep enough pockets you can start getting traffic on your favoured keywords right away. If you have your analytics set up properly, you can then track these new visitors and see what gets you the best results.
Particular keywords that convert better than others could be ideal targets to go after with an organic strategy. They also offer direction for further keyword research. Digging into a high conversion term to find lots of longer tail variations is a great way to generate new ideas for your blog.
Another way your content marketing strategy can work hand-in-hand with your AdWords campaign is to give visitors a better experience once they land on your site. AdWords gets you instant visibility and traffic, but you still need landing pages properly optimised for conversion; links to related content to keep people on your site; and plenty of new updates and social activity to boost trust and confidence.
Pay less per click
Investing in better website content (and more of it) will also help you make more of your AdWords budget. If you have very specific, high quality landing pages for each keyword you’re targeting in your paid search campaign, you’ll see your cost-per-click come down.
By Rob Cleeve