Importance of Pay Per Click in Content Marketing

by Olasubomi Samuel Kolawole

Mark once heard the term pay per click but didn’t fully know about it. Due to his quest for knowledge, he visited Google to clarify the term.

After reading the first and second pages, he subscribed to receive emails from these blogs because he was happy they explained the term in detail. Now, Mark understands it.

Like Mark, chances are you’ve come across the term PPC but do not understand it. 

No problem. 

When you’re done consuming this content, you won’t see it as one frustrating programming jargon. 

You will know what PPC is, how it works, its importance in content marketing, and every other marketing term you come across. 

Now, enough of the talks.

What is Pay Per Click in Content Marketing? 

PPC is an acronym that stands for Pay Per Click. It’s a form of advertising in which marketers pay search engines, like Google and Bing, each time their ad is clicked. 

For example, Mr. Chukwu Abiodun searches for “Real estate in Nigeria” on Google. The first result he sees has “Ads” below the page title. If he clicks on the link, Google will deduct, for example, N3 as the marketer directs. 

Examples of pay-per-click are social media ads (Facebook Ads, Instagram Ads, Twitter Ads, etc.) and Google Ads, also known as search engine ads. However, Google Ads is the most common form of pay-per-click.

Pay-per-click is the opposite of SEO – search engine optimization. Here, advertisers rely on publishing top-notch content, building backlinks, and applying several SEO tactics to take the seat of the front page of SERPs. This form of marketing helps marketers generate free organic traffic.  

While PPC ‘buys’ visits, SEO receives free visits to cap it all.

How Does Pay Per Click Work?

To know how pay per click works, let’s use Google Ads as a case study:

  1. Create an advertising account with Google. Google Ads are created and managed through the Google Ads platform, formerly Google AdWords. 
  2. You select the goals that would make the campaign successful for you. There are several goals for Pay-per-click, including sales, leads, website traffic, app promotion, and more. 
  3. Add the keyword or select audiences that match your campaign. For example, if your website caters to real estate agents in Nigeria, you can input a keyword like ‘real estate agents in Nigeria.” 
  4. Set the maximum amount you are willing to pay per click. For example, are you willing to pay N20 or N30 per click? 
  5. Your Ad and Bid enter an auction where Google decides when to show your ad. If someone searches for a term related to your website and clicks on your ad, you pay Google.

Now that we’ve known how PPC works let’s highlight the importance of pay-per-click in content marketing. 

But before you jump the line, let’s define content marketing. 

What is Content Marketing? 

Content marketing is the act of posting valuable content to increase brand awareness, attract more leads, and build credibility (or authority). 

Since people trust a brand that publishes free valuable information that solves their problems, they know, like, and trust the brand. 

It then becomes easy to persuade these people to buy your product when you present it to them. 

5 Importance of Pay Per Click in Content Marketing

ppc

Importance of PPC

You might be wondering: what importance does pay per click have in content marketing? Can pay-per-click be integrated into content marketing? Well, you can incorporate pay per click into content marketing.

Combining these two forms of digital marketing birth efficient results. To erase your doubt, the following are the five importance of pay per click in content marketing:

  1. Promotes Brand Awareness Fast

Although content marketing is good, it’s a long-term strategy. You are publishing valuable content on your blog to increase brand awareness.

Still, depending on your consistency, it takes a couple of months before people start noticing your brand, especially if you have a new blog or website. When you integrate Pay-per-click with content marketing, your brand gets known faster. 

  1. It Helps Drive Traffic Fast

Creating content on a new website takes a lot of time before it starts receiving visitors, let alone appearing in search engines. With Pay-per-click, your website appears on the front page of SERPS (Search Engine Results Pages) and receives many visitors.

So while PPC helps you drive attention to your site, content marketing helps build trust or credibility when new visitors come across your website. 

  1. It Converts Leads Faster 

One of the importance of PPC in content marketing is that it helps convert leads into paying customers quickly. However, this is only efficient when you use your pay-per-click ad to drive traffic to relevant and valuable content on your website. 

Because most marketers focus on sales by generating traffic to their ads. When a user is searching for information about a product, the first result is an ad copy promoting it (the product).

They might not buy because they want to be educated first about the product before making a buying decision.

However, if they are greeted with valuable content that answers their question in detail, you have earned their trust.

Because of this, they might share the content with friends or even ‘ransack’ the site to see if the company sells the product.

Read Also: 10 Essential Elements of SEO Content You Should Know

  1. It Helps You Select Your Target Audience 

You don’t want to drive irrelevant traffic to your website. Rather, you want the right traffic to find your content useful and make a buying decision. This is where Pay-per-click comes to help.

With it, you can filter the traffic by selecting your targeted audience. For example, you can choose your audience according to demographics like location, gender, age, language, device, and others. That way, you drive the right customers to your site.

Read Also: Introduction to Content Marketing: What You Need to Know as a Beginner

  1. It Enables You to Know the Best Content that Serves Your Target Audience

Sometimes, you are thrown into a pool of uncertainty. That is, not knowing the kind of content that will convert best. If you have been in this shoe, then it’s high time you use pay-per-click. That way, you can create different ads that link to different types of content.

For example, you can create an ad that leads to top-notch content or infographics. If you have better results with the blog article, you must keep serving your customers with top-notch content.  

Conclusion

Now, like Mark, you’ve known what pay-per-click means and how it works. So when you come across it next, you’re happy you know about it. Not only that, but you have also known the importance of pay per click in content marketing. So if you have a new blog or website, you might consider integrating pay-per-click into your content marketing strategy to drive faster results. 

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You can also join our Whatsapp community where you can ask questions about content marketing. Your questions will be answered without hesitation. Follow us on Twitter for tips on content marketing, you need all resources available.

About Author

Avatar of Olasubomi Samuel Kolawole
Olasubomi Samuel Kolawole
Olasubomi Samuel Kolawole is an SEO content writer who is passionate about helping brands and e-commerce business owners increase their web traffic by creating quality, engaging, and SEO-optimized content.

He is currently pursuing a degree in Dramatic Arts at the Obafemi Awolowo University Ile-Ife, Nigeria.

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