Join Dayna Rothman for an in-depth discussion in this video Using PPC ads to promote your content, part of Content Marketing Foundations (2015).
- Using pay-per-click ads to promote your content, increases reach. Pay-per-click ads are highly targeted, paid ads that drive traffic to a custom landing page where you can generate leads. Let's go over a few types of ads that you might want to take into consideration. First, we have search engine ads. These ads appear on a search engine and are targeted based on keywords and audience. Banner ads appear on various websites and are targeted based on demographics. Then retargeting ads appear on a network of websites and are behavior based.
These look very similar to banner ads, however, they are behavior based. Let's go over some logistics for your pay-per-click ads. You pay only if a visitor clicks on your ad and you can target your ads using demographic, behavioral, and search criteria. There are various tips for using PPC ads for content promotion. First of all, consider using high-value, mid-stage content for your ads. Because you're spending a lot of money on your ad program, you wanna make sure that you're only using the most relevant content.
Your ads should have a fun, visual, or engaging copy. This'll make a difference whether it's a banner ad or a search engine ad. A search engine ad, since generally you can only include copy, you need to make sure it's engaging. A banner ad can have a fun visual. All ads should go to a landing page. So, your ad should not just go to a website. If your ads do just go to a website, you run the risk of your leads leaving your website or just going all over the place. A landing page that's custom shows your lead exactly what they should be doing, particularly if it's downloading a piece of content.
Plus, you wanna make sure that you're collecting all of their information in a form. So, all landing pages for your ad should have a form. So, this is an example of a search engine pay-per-click ad created by Adobe for the search string: Improve Your Content Marketing. The ad itself prompts you to download a free report that promises to help you with that very challenge, and then once you click on the ad, you come to a custom landing page that asks you to fill out the form for the content asset. Notice that the ad itself addresses your keyword search string and then once you get to the landing page, it has a very clear call to action to download the asset.
This is an example of a banner ad created by Salesforce. The banner ad itself is engaging and visual. It prompts you to download an ebook on the Secrets to Business Growth. It has a clear obvious call to action and a hero shot of the ebook itself. Once you click on the banner ad, you are then sent to a custom landing page that asks you to fill out a form to get the ebook. So, similar to the previous Adobe example, it's obvious what this banner ad's about and the form has a clear call to action. So, now take your high value content and determine what types of ads might be appropriate for promotion.
Because ads can get very expensive, my advice here is to ensure that you are only choosing your best content that shows buying intent. Then, create your copy, develop your custom landing pages, and purchase some ads.
The course explores creating a content plan, choosing content types, and developing an editorial calendar. It also explains how to write, edit, and design content, as well as choose the right mix of content and curate it for maximum impact, and closes with tips on measuring the impact of your content marketing efforts.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is content marketing?
- Hiring a content marketing team
- Creating buyer personas
- Developing a brand voice
- Setting goals
- Creating a content plan
- Writing, editing, designing, and curating content
- Promoting content on various channels
- Tracking performance