Analysis from Google reveals the trendy shopper journey includes wherever between 20 and 500+ touchpoints. These happen throughout search, social and an growing variety of channels, which implies entrepreneurs can now not assume in time period of separate methods for content material advertising, search engine optimization, PPC and social media.
To maximise outcomes throughout the complete shopper journey, every technique wants to bolster the others. Each advertising channel has its strengths and weaknesses, however you may strategically mix them so that they cowl one another’s weaknesses and improve their strengths. On this article, we’ve acquired 5 methods for combining content material advertising and PPC that’ll enhance outcomes throughout each channel.
#1: Promote lead technology content material with social promoting
Whereas paid search campaigns usually goal main conversion targets (purchases, downloads, signups and so forth), social promoting gives a platform the place you may maximise the attain of your natural content material.
This doesn’t finish with publishing these weblog posts on Fb although.
As a substitute of going proper for the gross sales pitch, you need to use platforms like Fb and Twitter to advertise your lead technology content material. This captures leads earlier than they’ve made critical shopping for selections and offers you the chance to affect these selections additional alongside the patron journey.
#2: Enhance SERP visibility and drive natural clicks
Research have proven that PPC advertisements drive natural clicks by growing your visibility on the SERPs. The perfect situation is to have your advert in place one of many high pack and an natural itemizing additionally within the high place for a similar outcomes web page. This leaves you dominating the SERPs and it subconsciously tells customers you’re the highest model on this area of interest.
Nevertheless, you may as well use this technique to spice up your natural listings in searches the place you’re not rating in place #1. By having an advert within the high pack, your natural itemizing jumps out of the web page when customers see your model identify as soon as once more. The upper your natural itemizing is, the simpler this shall be. It additionally helps to make the message in your advert and natural itemizing as comparable as doable.
#3: Negate the influence of algorithm updates
We touched on this technique in our current submit wanting on the Possum 2.Zero algorithm replace. It at all times takes time to determine precisely what’s being focused in an algorithm replace and, as seems the case with Possum 2.0, you may’t at all times optimise your manner out of them. Generally Google merely makes modifications to the way in which it ranks pages/content material and entrepreneurs need to adapt.
Both manner, getting hit by an algorithm replace can tank visitors numbers and it takes time to recuperate (when you can in any respect). Within the meantime, it is advisable attempt to get that misplaced visitors from elsewhere and paid search is the one channel the place you may actually pay for extra visitors.
This doesn’t essentially imply you’re going to get the identical form of visitors however the important thing energy of paid search is that you would be able to goal high-intent customers who’re shut to creating the acquisition. Whilst a short-term repair, this could save a enterprise from the quick influence of an algorithm replace.
#4: Goal cellular customers who can’t see your natural listings
It’s no secret that natural listings are getting pushed additional down Google outcomes pages because the search big will increase the variety of advertisements and launched extra dynamic outcomes codecs. This has an apparent influence on the visibility of natural outcomes, which is much more excessive on cellular units the place the whole lot is narrowly stacked in a vertical column.
In lots of circumstances, customers can solely see the primary advert in cellular SERPs above the fold, which implies they might need to scroll previous one other three advertisements and presumably different search options just like the native pack earlier than they see a single natural consequence.
To regain visibility, entrepreneurs must create cellular PPC campaigns and compete for these high spots on cellular outcomes pages. Moderately than utilizing PPC advertisements to extend the variety of clicks on natural outcomes, this technique goals to recuperate misplaced visibility the place natural listings are pushed additional down the web page than customers scroll.
#5: Seize low-intent leads and nurture with remarketing campaigns
Remarketing campaigns are probably the most efficient search methods for guiding customers alongside the shopping for course of. With remarketing lists, you may goal customers with advertisements primarily based on their place alongside the patron journey. Mix this with occasion measurement in Google Analytics, and you’ll robotically ship related messages to customers at every stage of the shopping for course of, as they full totally different actions.
Highly effective stuff.
Better of all, you may goal natural visitors with remarketing campaigns too. Which suggests you may seize low-intent leads by your search engine optimization/content material advertising efforts and nurture them alongside the shopping for course of with automated remarketing campaigns. So, as a substitute of hoping weblog readers will come throughout your model once more sooner or later, you may take the energetic step by protecting your model current and giving them incentive to take that subsequent step.
By combining content material advertising with paid promoting, each methods can obtain higher issues collectively. They improve one another’s capabilities and permit entrepreneurs to achieve customers at a higher number of touchpoints, which implies with the ability to ship extra related messages at key moments.