When you envision a paid search marketer, you probably think of a highly analytical data whiz who excels at keyword research, effortlessly builds campaigns, and dreams about Google Analytics reports. Conversely, you might picture a content marketer as a gifted wordsmith whose eloquence can charm their way out of any situation.
These stereotypes might hold some truth, but as someone who wears both hats, I believe paid search marketers can gain a significant advantage by adopting a content marketing perspective occasionally. Let’s explore 3 impactful ways PPC marketers can benefit from thinking like content marketers.
#1: Headline Creation Demands Research and a Touch of Creativity
What headlines generated the most clicks and engagement across various channels? Content marketers often ask this question when analyzing their monthly performance, but it’s equally crucial for PPC marketers before crafting their ad copy headlines. Searchers often only see the headline of an ad, making it your sole opportunity to secure a website visitor and a potential conversion. In a crowded page with competitors vying for attention, your ad needs to stand out. So, how can you achieve that?
Leverage Your Most Engaging Headlines from Your Website and Social Media in Your Ads
Monitor metrics like social media shares, website traffic, clicks, and conversion rates on your company’s blog and social media platforms. While each platform may have a different audience, headlines that have performed exceptionally well generally have a higher chance of success elsewhere. Repurpose successful headlines from your other channels to create PPC ad headlines that are more likely to deliver results.
Borrow Ideas from Buzzfeed
If you haven’t spent at least an hour on Buzzfeed, whether taking a quiz to determine your “Friends” character or exploring 33 incredibly clever ideas for small apartments, you’re either incredibly busy or out of touch with the internet. The online media company has become wildly successful and famous for providing daily distractions to employees enduring their 9-to-5 grind. While much of Buzzfeed’s content might seem like lighthearted entertainment, their approach clearly works, attracting over 200 million monthly unique visitors. PPC marketers can adapt ideas from Buzzfeed’s trending article titles to their industry, creating more clickable headlines.
Utilize Buzzsumo to Discover Engaging Headlines
Buzzsumo is a marketer’s best friend when searching for content inspiration. Whether it’s a topic, keyword, or website, you can input anything into Buzzsumo’s search bar and filter by date to see which content pieces received the most social shares within a specific timeframe. Why is this beneficial? Content that people not only clicked on but also shared on social media indicates a headline that truly resonates with the audience. PPC marketers can adapt these ideas for their ad headlines.
Combine BuzzFeed and Buzzsumo to Triple Your Ad CTRs
The ultimate strategy is to combine both. In the following example, I entered “buzzfeed.com” into the Buzzsumo search bar, leading me to this highly shareable article. I took the article’s core concept and tailored it to my client’s nutrition business, creating this exceptional ad with a compelling headline.
#2: Captivating Storytelling Is Essential
PPC marketers need to design the entire search experience, from the initial query to the final click, as a unified journey. If you’re searching for winter boots and land on a page selling jackets, you’re likely to return to Google, right? Aligning keywords, ad copy, and landing pages might seem like a basic best practice, but how many of us ensure a truly cohesive experience? All exceptional content marketers share a common trait: they are masterful storytellers. Stories have the power to evoke emotions, motivate us, and inspire action because our brains are wired to engage with them. Humans are naturally drawn to stories, so much so that we need to be taught to avoid falling for anecdotal evidence. How does this relate to PPC? In every way. Your keywords, ads, and landing pages should weave a consistent and engaging narrative. The search query provides insight into what the user is seeking. The ad then tells a story about how you can solve their problem, and finally, the landing page offers a platform to engage the user with a compelling conclusion that encourages them to take action (i.e., convert). Consider this example: I searched for “learn how to code in Boston” and encountered the following ad. It mirrored my search query and offered additional information about what I’d find if I clicked on it.
Clicking the ad led me to this extensive landing page, which clearly reflects a content marketing approach in its design. PPC marketers should note elements like the storytelling aspect highlighting student experiences and a hiring manager’s perspective on the program.
There’s even a section outlining a typical day in the life of a student.
KEY TAKEAWAY: When crafting your keywords, ads, and landing pages, focus on creating a unified experience. Envision each step of the search journey as a story that culminates in an engaging ending on the landing page, prompting the user to take action, such as filling out a lead form or making a purchase.
#3: Brainstorming Should Be an Ongoing Practice
We often stumble upon inspiration in the most unexpected places and at the most random times. Another habit of successful content marketers is regular brainstorming, whether it’s during a morning shower, a treadmill run, or a stimulating conversation with a stranger at a local bar. When a good idea strikes, they jot it down, develop it, and bring it to life as a blog post, infographic, or e-book. PPC marketers should embrace this practice as well. Whether it’s a sophisticated remarketing strategy successfully used by a retail company or a new set of keywords you realize might be worth bidding on, don’t dismiss these insights and opportunities to expand your current paid search campaigns. Always seek ways to innovate, do more, and excel with PPC. Don’t just compete with your rivals; strive to be so far ahead that there’s no competition left.