{"id":141527,"date":"2020-07-10T18:30:30","date_gmt":"2020-07-10T18:30:30","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=141527"},"modified":"2022-10-24T05:55:05","modified_gmt":"2022-10-24T05:55:05","slug":"tips-and-tools-to-combine-content-marketing-and-ppc","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/07\/10\/tips-and-tools-to-combine-content-marketing-and-ppc\/","title":{"rendered":"Tips and tools to combine content marketing and PPC"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li><span class=\"TextRun Highlight BCX0 SCXW204396435\" lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\"><span class=\"NormalTextRun BCX0 SCXW204396435\">Many businesses opt for content marketing because organic traffic is free. But, this strategy makes them miss a great opportunity to grow fast because combining SEO-optimized content with PPC speeds up the lead generation process.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span class=\"TextRun Highlight SCXW24302841 BCX0\" lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW24302841 BCX0\">Online businesses need to\u00a0<\/span><\/span><span class=\"TextRun Highlight SCXW24302841 BCX0\" lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW24302841 BCX0\">know specific use cases for content marketing and PPC to assess the value of the strategy.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span class=\"TextRun Highlight SCXW24302841 BCX0\" lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW24302841 BCX0\">Less than half of small businesses (45%) invest in PPC.<\/span><\/span><\/li>\n<li><span class=\"TextRun Highlight BCX0 SCXW214210803\" lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\"><span class=\"NormalTextRun BCX0 SCXW214210803\">PPC and SEO content marketing can bring in more leads by capturing more quality traffic wit<\/span><\/span><span class=\"TextRun Highlight BCX0 SCXW214210803\" lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\"><span class=\"NormalTextRun BCX0 SCXW214210803\">h more effective keyword optimization of blog content, lead magnets, and landing pages.<\/span><\/span><\/li>\n<li><span class=\"TextRun Highlight BCX0 SCXW177677656\" lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\"><span class=\"NormalTextRun BCX0 SCXW177677656\">To get the most value from content marketing and PPC, businesses need to master keyword research, searcher intent, and the consistency between the landing page and ad op<\/span><\/span><span class=\"TextRun Highlight BCX0 SCXW177677656\" lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\"><span class=\"NormalTextRun BCX0 SCXW177677656\">timization.<\/span><\/span><\/li>\n<\/ul>\n<\/div>\n<p><span data-contrast=\"none\">As someone who primarily engaged in SEO and content writing for small businesses, I didn\u2019t\u00a0<\/span><span data-contrast=\"none\">really<\/span><span data-contrast=\"none\">\u00a0care about PPC advertising.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Maybe because of people like me, only\u00a0<\/span><a href=\"https:\/\/clutch.co\/seo-firms\/resources\/small-business-seo-investments-benefits-2018\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">45% of small businesses invest in PPC<\/span><\/a><span data-contrast=\"none\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">I thought that the best way to bring high-quality leads was with super optimized content, so paid advertising was the realm of bigger<\/span><span data-contrast=\"none\">\u00a0companies. That\u2019s the mindset of many small business owners. With teeny tiny marketing budgets, they have to choose between SEO\/content and PPC.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">SEO\/content often becomes their choice, especially of those with interest in content creation and a lack of re<\/span><span data-contrast=\"none\">al marketing experience.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">SEO was my preferred choice, too, and I saw PPC as something secondary.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Boy,<\/span><span data-contrast=\"none\"> was I wrong about this!<\/span><\/p>\n<p><span data-contrast=\"none\">After a couple of projects involving PPC promotion, my view of the strategy completely changed. No, they didn\u2019t change how I tho<\/span><span data-contrast=\"none\">ught about SEO, but they showed how amazing the results could be if you combine the power of both strategies.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">To all\u00a0<\/span><span data-contrast=\"none\">SEO specialists still not using PPC and the other way around, here\u2019s<\/span><span data-contrast=\"none\">\u00a0what you\u2019re missing.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><span data-contrast=\"none\">1. More effective content thanks to PPC-tested k<\/span><span data-contrast=\"none\">eywords<\/span><\/h2>\n<p><span data-contrast=\"none\">Developing a content strategy is one of the most complex and important tasks for any SEO specialist. They use keyword research tools,\u00a0<\/span><a href=\"https:\/\/shanebarker.com\/blog\/ppc-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">PPC tools<\/span><\/a><span data-contrast=\"none\">, Google Search Console results, and other me<\/span><span data-contrast=\"none\">thods to find those precious keywords used by customers.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">When they find the keywords\u00a0<\/span>they think are good<span data-contrast=\"none\"> for targeting SEO\/content marketing, they begin a slow process of creating content. I wrote oh-so-many blog articles, eBooks, checklists, reports<\/span><span data-contrast=\"none\">, and other content to find out the keywords that attracted the most conversions.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">All of this takes a lot of time.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">In fact, to write a super effective blog post,\u00a0<\/span><a href=\"https:\/\/www.orbitmedia.com\/blog\/blogging-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">you need more than six<\/span><span data-contrast=\"none\">\u00a0hours<\/span><\/a><span data-contrast=\"none\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141529\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/time-required-to-invest-per-blog-post.png\" alt=\"Time required to invest per blog post\" width=\"624\" height=\"312\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/time-required-to-invest-per-blog-post.png 624w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/time-required-to-invest-per-blog-post-300x150.png 300w\" sizes=\"auto, (max-width: 624px) 100vw, 624px\" \/><\/span><em>Source:\u00a0<a href=\"https:\/\/www.orbitmedia.com\/blog\/blogging-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">OrbitMedia<\/a><\/em><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:2,&quot;335551620&quot;:2,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">When you\u2019re done with writing the draft, there\u2019s also proofreading, editing, making visuals, and keyword optimization. To cut a long story short, you might need a few days to complete a good article that can bring quality organic traffic.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">But that\u2019s not t<\/span><span data-contrast=\"none\">he end of that road.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Google, too, needs some time to index the article and rank it. In fact, it might take between two and six months to rank in the top 10.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">That\u2019s a bit much, agree?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">To top it all off, the keywords you\u2019ve chosen for your content might not the best ones to target. If you make this mistake, you\u2019ll have to learn your mistakes and start all over again (welcome to the world of\u00a0<\/span><a href=\"https:\/\/magecomp.com\/blog\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">SEO content writing<\/span><\/a><span data-contrast=\"none\">, folks).<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Is there a way to\u00a0<\/span><span data-contrast=\"none\">speed this time-consuming process up?<\/span> <span data-contrast=\"none\">Yes. <\/span><span data-contrast=\"none\">It\u2019s PPC.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">It can get you in front of the audience and allow you to test your keyword ideas much faster. If you have content to test, use PPC ads, and equip them with the keywords.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Get them out there and see wha<\/span><span data-contrast=\"none\">t people respond to best. You can have some great results as early as a few days, which is pretty much impossible with SEO\/content marketing.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Another great<\/span><span data-contrast=\"none\">\u00a0news is that you can run A\/B testing. This means running ads featuring different keywords for the s<\/span><span data-contrast=\"none\">ame content piece. If one performs much better than the other, update the content with the more popular keywords.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">So, the takeaway here is that running PPC campaigns for content is a much faster way to test keywords. Start by finding keywords with researc<\/span><span data-contrast=\"none\">h tools and make some ads, and you\u2019ll be more likely to discover how your customers look for businesses like yours.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Related:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a href=\"https:\/\/www.clickz.com\/keyword-research-tools-for-content-marketing\/26796\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Keyword Research Tools for Content\u00a0<\/span><span data-contrast=\"none\">Marketing<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><a href=\"https:\/\/www.clickz.com\/10-useful-tools-for-writing-compelling-content-for-seo\/107789\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">10 useful tools for writing compelling content for SEO<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2><span data-contrast=\"none\">2. More leads from lead magnets<\/span><\/h2>\n<p><span data-contrast=\"none\">In content SEO, we often create\u00a0<\/span><a href=\"https:\/\/www.searchenginejournal.com\/lead-magnet-examples\/265245\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">lead magnets<\/span><\/a><span data-contrast=\"none\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">They are content pieces like reports, white papers, eBooks, webinars, videos, and other valuable content that people need to sign up to access.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">You\u2019ve seen tons of them before. A<\/span><span data-contrast=\"none\">\u00a0common example is a banner promoting an industry report with an\u00a0<\/span><a href=\"https:\/\/www.clickz.com\/how-to-craft-an-irresistible-call-to-action\/111097\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">irresistible CTA<\/span><\/a><span data-contrast=\"none\">\u00a0on a blog. It says that you need to provide your email address and name to access it instantly.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Click on that CTA, and you\u2019ll go to a landing page with the lead capture form.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Like this\u00a0<\/span><a href=\"https:\/\/www.clickz.com\/resources\/the-ultimate-agency-guide-to-video-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">\u201cThe Ultimate Agency Guide to Video Marketing\u201d<\/span><\/a><span data-contrast=\"none\"> landing page, where everyone can download a guide with helpful tips on video marketing.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141528\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/example-of-lead-magnets-landing-pages.png\" alt=\"Example of lead magnets landing pages\" width=\"624\" height=\"436\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/example-of-lead-magnets-landing-pages.png 624w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/example-of-lead-magnets-landing-pages-300x210.png 300w\" sizes=\"auto, (max-width: 624px) 100vw, 624px\" \/><\/p>\n<p><span data-contrast=\"none\">As you can see, the content is offered in exchange for some data. Not a bad deal of a gu<\/span><span data-contrast=\"none\">ide packed with useful instructions for businesses.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Unsurprisingly, many content producers often turn to lead magnets for quick lead generation.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Ozan<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"none\">Gobert<\/span><span data-contrast=\"none\">, a senior content writer at\u00a0<\/span><span data-contrast=\"none\">Best Writers Online said,<\/span><span data-contrast=\"none\">\u00a0<\/span><\/p>\n<blockquote><p>\u201cLead magnets work well for both B2B and B2C businesses aslong as they have some value for customers. You can generate some high-quality leads with them, as they typically attract those interested in insights and tips inside.\u201d<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p><\/blockquote>\n<p><span data-contrast=\"none\">If a blog has thousands o<\/span><span data-contrast=\"none\">f visitors every week, then there might not be a need for PPC promoting lead magnets. But is that true for your blog?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Many people think they can manage without the ads (I was one of them). Basically, it\u2019s because they think that great content will \u201csell\u201d i<\/span><span data-contrast=\"none\">tself.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Despite what they might think, not so many blogs are that successful in attracting visitors. In fact,\u00a0<\/span><a href=\"https:\/\/ahrefs.com\/blog\/search-traffic-study\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">more than 90% of web pages<\/span><\/a><span data-contrast=\"none\">\u00a0<\/span>don\u2019t get any<span data-contrast=\"none\"> organic search traffic from Google.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141530\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/ahrefs-stats-on-ppc-and-content-marketing.png\" alt=\"Ahrefs stats on PPC and content marketing\" width=\"624\" height=\"486\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/ahrefs-stats-on-ppc-and-content-marketing.png 624w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/ahrefs-stats-on-ppc-and-content-marketing-300x234.png 300w\" sizes=\"auto, (max-width: 624px) 100vw, 624px\" \/><\/p>\n<p><span data-contrast=\"none\">As you can see, only about 1.3 percent of web pages out there get decent traffic. Just for that tiny share, promoting a lead magnet with PPC advertising might not be necessary every time.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Obviously, the situation is very different for the rest.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">If your website doesn\u2019t have a lot of visitors, too, then creating lead magnets might be pointless. They\u2019ll just sit there only to be discovered by a few people per week.<\/span><\/p>\n<p><span data-contrast=\"none\">Not good because you need more leads.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">If you wish that there was a way to get more people to<\/span><span data-contrast=\"none\"> pay attention to, there is actually a way.<\/span><\/p>\n<p><span data-contrast=\"none\">And it\u2019s PPC, of course. To get some emails, you need a well-crafted PPC campaign that leads people to the landing page where they can sign up to receive the content.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">You can try to bring people with keyword-based ads p<\/span><span data-contrast=\"none\">romoting the lead magnet. If you choose the right keywords, the ads have a much greater chance to attract leads than SEO alone.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">This is how it works: PPC does the job bringing in visitors, the content converts them into leads by having them complete the cap<\/span><span data-contrast=\"none\">ture form.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">To increase the chance of people signing up, the value of content is critical. But, the visual appeal is also a major consideration. You need tools for creating visual content like images, graphics, and infographics to add to your lead magnets.<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><span data-contrast=\"none\">3. Better marketing campaign performance thanks to a smart keyword use<\/span><\/h2>\n<p><span data-contrast=\"none\">Many businesses out there don\u2019t realize they can bring much more quality traffic to their websites if they focus on best-performing keywords in both SEO, content marketing and PPC. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Much more traffic.<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">When an SEO\/content marketing specialist and a PPC marketer share a list\u00a0<\/span><span data-contrast=\"none\">of relevant keywords, they can decide how to divide them to:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Target the most promising keywords together to bring the most traffic<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"none\">Identify the keywords that are the most difficult for SEO and target them with PPC and the other way around<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"none\">Define<\/span><span data-contrast=\"none\">\u00a0which se<\/span><span data-contrast=\"none\">arch queries to focus on with each lead acquisition strategy<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">Ultimately, the cooperation between the PPC and SEO teams can result in a much more effective keyword strategy. In turn, this strategy could attract more traffic to your websites.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"none\">Important note <\/span><\/b><\/h3>\n<p><span data-contrast=\"none\">To\u00a0<\/span><span data-contrast=\"none\">make content keyword optimization work, you need to master searcher intent or <\/span><span data-contrast=\"none\">purchase intent<\/span><span data-contrast=\"none\">.\u00a0<\/span><span data-contrast=\"none\">Put simply, searcher intent is the reason behin<\/span><span data-contrast=\"none\">d a search query.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">For example, the query \u201c<\/span>Samsung a10 review<span data-contrast=\"none\">\u201d implies that the searcher is looking to do some research but has not made the decision yet. If they search Google for \u201c<\/span>buy Samsung a10 cheap<span data-contrast=\"none\">\u201d, then they might be ready to buy.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Each intent<\/span><span data-contrast=\"none\">\u00a0defi<\/span><span data-contrast=\"none\">nes how you should create content. It matters a lot for SEO because Google\u2019s goal is to provide its users with the most relevant results.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Dive Deeper:\u00a0<\/span><a href=\"https:\/\/www.clickz.com\/tapping-into-googles-algorithm-for-searcher-intent\/46477\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Tapp<\/span><span data-contrast=\"none\">ing into Google\u2019s Algorithm for Searcher Intent<\/span><\/a><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><span data-contrast=\"none\">4. Create landing pages that convert more visitors<\/span><\/h2>\n<p><span data-contrast=\"none\">A landing page is the heart of any PPC marketing.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">But, in many cases, PPC specialists aren\u2019t the best persons to write the copy for it. By engaging content<\/span><span data-contrast=\"none\">\u00a0and <a href=\"https:\/\/www.overthetopseo.com\/\">SEO specialists<\/a> and having them work with PPC folks, you can create a\u00a0<\/span><a href=\"https:\/\/searchenginewatch.com\/2014\/09\/22\/how-to-use-keyword-research-to-find-new-landing-page-testing-ideas\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">keyword optimized copy<\/span><\/a><span data-contrast=\"none\">\u00a0that also appeals to the r<\/span><span data-contrast=\"none\">eaders.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">For example, PPC specialists can provide keywords and ideas for optimized headings and subheadings for attracting traffic. In turn, content writers contribute by creating a copy that\u2019s easy to read and entices the visitors to act.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">So, the collaboration of PPC and SEO\/content teams can result in campaign landing pages that generate clicks and converts.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">A good way to start doing PPC campaign landing pages is to create a checklist to cover all bases. This checklist can include images,<\/span><span data-contrast=\"none\"> copy, sign up options, etc. use free tools like: <a href=\"https:\/\/www.overthetopseo.com\/crop-or-resize-image\/\">Crop Image Online <\/a><\/span><\/p>\n<p><span data-contrast=\"none\">Know more: <a href=\"https:\/\/searchenginewatch.com\/2020\/06\/22\/studying-the-anatomy-of-a-successful-high-conversion-landing-page\/\" target=\"_blank\" rel=\"noopener noreferrer\">Studying the anatomy of a successful high-conversion landing page<\/a><\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">SEO and PPC: Two are better than one<\/span><\/h2>\n<p><span data-contrast=\"none\">I\u2019m not exaggerating<\/span><span data-contrast=\"none\"> when I say that SEO and PPC are a marriage made in heaven. I am positive that these points described in this article prove that.<\/span><\/p>\n<p><span data-contrast=\"none\">Don\u2019t make a mistake I made by neglecting the power of PPC advertising. Combined with SEO and quality content, you can greatly increase the q<\/span><span data-contrast=\"none\">uality of your traffic.<\/span><\/p>\n<p><span data-contrast=\"none\">If you\u2019d like to try them together, feel free to start by doing PPC ads for your best-performing blog articles. The results you\u2019ll see will definitely impress and inspire you to try more. Thanks to this article, you\u2019ll know your next steps.<\/span><\/p>\n<p><em>Ana Mayer is a project manager with 3+ years of experience. She likes to read and create expert academic materials for the <a href=\"https:\/\/bestwritersonline.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Online Writers Rating<\/a> writing review website.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content marketing and PPC can greatly improve the quality of blog content, landing pages, and bring more quality leads to your online business. Find out how.<\/p>\n","protected":false},"author":1092,"featured_media":141531,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,10,5],"tags":[75,118,369,100,1405,505,27887,58,22,1119],"content_type":[],"class_list":["post-141527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-ppc","category-seo","tag-content-2","tag-content-marketing","tag-evergreen-content","tag-keywords","tag-landing-pages","tag-lead-generation","tag-lead-magnets","tag-ppc","tag-seo","tag-strategy"],"acf":{"tad_independentcommercial":"","tad_content_format":""},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/07\/Tips-and-tools-to-combine-content-marketing-and-PPC.jpg","category":"Content","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141527","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=141527"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141527\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/141531"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=141527"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=141527"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=141527"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=141527"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}