How to use content marketing and PPC ads to boost your ROI

Content marketing and pay-per-click (PPC) marketing are strategies that help drive traffic to your website. They have different means of doing so despite having the same purpose. As a marketer, you have probably wondered which of these is more effective than the other. But in reality, they’re a powerful combo that you should maximize.

In this article, we’ll go in-depth about the differences between content marketing and PPC marketing and how you can make wonders for your campaigns with these strategies.

What is content marketing?

Content marketing is a digital marketing strategy that revolves around the making, sharing, and promotion of content that provides value to your audience. It’s about offering information and insights to your target audience that resonates with their interests and needs. This content can take various forms, from blog posts and social media updates to videos, podcasts, infographics, and more.

Types of content marketing

Venturing into content marketing? Take a look at these types of content marketing that you can use today:

1. Blogs. Creating informative and engaging blog posts can help establish your authority in your niche while providing valuable information to your audience.
2. Social media. Sharing content on platforms like Facebook, Twitter, Instagram, and LinkedIn can boost your brand’s visibility and interaction with your audience.
3. Videos. Visual content in the form of videos on YouTube, Instagram, or other platforms can be an excellent way to connect with your audience.
4. Infographics. These visually appealing graphics communicate complex information in a digestible format, which makes them shareable and engaging.
5. Podcasts. Podcasts reach an audience that prefers audio content.
6. eBooks and guides. In-depth resources demonstrate your expertise and provide value to your readers.
7. Email marketing. Delivering content directly to your subscribers’ inboxes provides personalized and targeted communication.
8. Webinars. Live or recorded webinars can showcase your knowledge and engage with your audience in real-time.
9. Case studies. These real-life success stories demonstrate how your products or services can benefit your customers.
10. User-generated content. Encouraging your audience to create content for you can enhance engagement and foster a sense of community.
11. Whitepapers. In-depth reports that highlight your expertise in a specific area.

What is PPC marketing?

PPC, or Pay-Per-Click, marketing is a highly effective online advertising model where advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your website, rather than attempting to earn those visits organically.

PPC ads are typically displayed on search engine results pages (SERPs) and various online platforms, including social media sites. Google Ads is one of the most popular PPC advertising systems. This type of advertising allows advertisers to bid for ad placement on a search engine’s sponsored links when someone searches for a keyword related to their business.

Types of PPC marketing

1. Search advertising. This is the most common type of PPC marketing. Advertisers bid on specific keywords that trigger their ads to appear in the search results when someone searches for those keywords. These ads can be text-based or product listings, depending on the platform.
2. Display advertising. These PPC ads appear on websites, apps, or social media platforms and are typically visual such as banners and video ads. They’re a great way to increase brand visibility and awareness.
3. Social media advertising. PPC ads on social media platforms like Facebook, Instagram, and Twitter allow for precise audience targeting based on demographics, interests, and behaviors.
4. Remarketing (or retargeting). These ads target users who have previously visited your website but didn’t convert. They aim to bring those visitors back and encourage them to complete a desired action.
5. Shopping ads. Typically associated with eCommerce, these ads showcase products with images, prices, and brand names directly on the search engine results page.
6. Video advertising. Video ads on platforms like YouTube can capture the audience’s attention, which makes them a compelling choice for product demonstrations and brand storytelling.
7. Local service ads. Geared toward local businesses, these ads appear at the top of Google search results and are especially effective for services like plumbing or electrical work.
8. App advertising. This encourages users to download a mobile app.
9. Affiliate marketing. Advertisers pay a commission to affiliate websites for driving traffic or sales generated from the affiliate’s marketing efforts.
10. Dynamic search ads (DSA). These automatically generate ads based on the content of your website and are particularly useful for large eCommerce sites.
11. Ad extensions. These expand your ad with additional information, such as a phone number, location, or more links to specific landing pages.

Comparing content marketing and PPC marketing

In the world of digital marketing, pay-per-click (PPC) marketing and content marketing stand out as two prominent strategies to boost your online presence and drive positive results. Let’s explore the key distinctions between PPC advertising and content marketing to help you determine the right strategy for your business:

1. Nature of engagement
   • PPC marketing. PPC, as the name suggests, involves paid advertising on search engines and various online platforms. It’s all about bidding on specific keywords to display your ads prominently on search engine results pages (SERPs) and other advertising spaces.
   • Content marketing. Content marketing is the art of creating valuable, informative, and engaging content that attracts and nurtures your audience. It aims to provide relevant information to your target market, often without direct selling.
2. Visibility on search engines
   • PPC marketing. PPC campaigns ensure immediate visibility on search engines. You pay for ad placement, and your ads will appear at the top of SERPs for the chosen keywords.
   • Content marketing. Content marketing focuses on organic, non-paid visibility. It aims to improve your website’s SEO (Search Engine Optimization) through high-quality content.
3. Keyword emphasis
   • PPC marketing. In PPC, keywords are important. You’ll bid on specific keywords and phrases, and your ads appear when users search for those terms.
   • Content marketing. Content marketing also involves keywords but in a more holistic way. You create content around the keywords and topics that resonate with your audience’s interests and questions.
4. Ad content vs. informative content
   • PPC marketing. PPC ads are concise and designed to drive quick action, such as clicking the ad or making a purchase. The goal is to entice users to convert.
   • Content marketing. Content marketing provides valuable and extensive information. It educates and engages readers while promoting your brand or solutions subtly.
5. Goal and timing
   • PPC marketing. PPC is ideal for businesses that are looking for swift results. It’s ideal for time-sensitive promotions and immediate lead generation.
   • Content marketing. Content marketing is a long-term strategy that builds authority and trust over time. This results in sustained organic traffic and brand recognition.
6. Ad spend
   • PPC marketing. PPC campaigns require a budget for ad spend. You’ll pay each time someone clicks on your ad.
   • Content marketing. Content creation typically involves lower initial costs but requires ongoing efforts for excellent content production and optimization.

In summary, PPC marketing is an effective method for achieving instant visibility and generating leads, but it comes at a cost. Content marketing, on the other hand, is a more sustainable approach that builds trust and brand loyalty over time through valuable, non-promotional content.

The ideal strategy for your business depends on your goals, budget, and the nature of your audience. Many successful businesses often use a combination of both strategies to achieve a well-rounded online presence.

What do you get when you combine PPC marketing and content marketing?

When you combine PPC (Pay-Per-Click) marketing and content marketing, you get a powerful strategy to maximize your digital marketing efforts. This combination can lead to significant benefits for your online presence and your business.

1. Enhanced visibility. Content marketing aims to boost organic search results by creating valuable, informative content. When paired with PPC, your visibility increases. Your content can rank naturally in search engine results, while your paid ads appear at the top of the page. This dual approach ensures that you’re visible to a broader audience.
2. Comprehensive keyword strategy. Content marketing helps identify high-performing keywords for organic traffic, while PPC uses data-driven insights to target effective keywords for paid campaigns. When you merge these strategies, you have a comprehensive keyword approach that ensures your content ranks well, and your paid ads target the right audience.
3. Improved click-through rates (CTR). Relevant, top-notch content enhances your organic CTR, while compelling ad copy in your PPC campaigns boosts your paid CTR. This results in better overall CTR, making your website a valuable resource in both organic and paid results.
4. Optimized landing pages. Content marketing focuses on creating landing pages with in-depth information that provides your audience with a rich user experience. Integrating PPC and content means you have landing pages that satisfy the needs of both organic visitors seeking knowledge and paid traffic looking for specific solutions.
5. Balanced budget allocation. Combining PPC and content marketing allows you to distribute your budget wisely. You can allocate funds to high-performing PPC campaigns and content that attracts and engages your target audience effectively.
6. Improved conversion rates. Content marketing helps educate visitors, while PPC delivers them to your site quickly. This coordinated effort boosts conversion rates as visitors arrive informed and ready to purchase.
7. Data-driven insights. PPC and content marketing generate valuable data. When used together, you gain insights into what content topics resonate with your audience and which keywords convert most effectively.

Drive positive business results to your website today!

Driving traffic to your website is not an easy feat. Add to that the management of your business—that’s a whole workload on your shoulders. That’s why you need Web.com’s Pay-Per-Click Advertising services to help you with your PPC advertising. With this service, we’ll create a business strategy according to your business’s goals, track the results, and customize your campaign according to said results. Get a quote today to get started!