Marketers can combine pay-per-click (PPC) and content marketing strategies to boost ROI.
A combination of PPC and content marketing can help boost brand trust among customers. While PPC ads drive customers to the brand’s optimised website landing page, first-time site visitors will wander on the website for social proof like comments and reviews to trust the brand and eventually make the purchase.
This way, while ads can get brands their site visitors, content marketing can encourage conversions. Marketers often use documented buyers persons to target their PPC campaigns to specific audiences. Brands can use similar tactics for specific targeting to ensure their content reaches highly specific and sought prospective customers.
Similar to split testing for PPC ad campaigns, marketers can test the effectiveness of content marketing elements like blog layout and headline. While ecommerce PPC campaigns are used to pursue site visitors with discounts and other offers, marketers can also use such ads to promote contextually relevant blog posts, for instance, to eliminate cart abandonment.
[8 minute read]