Google Ads and Content Marketing are the perfect combination

Optimizing Google Ads effectiveness is often a purely technical task. For example, it involves focusing on improving quality score and CTR, optimizing account structure, or using negative keywords… In addition to these methods, there is one that is rarely known or applied, and that is good Content.

I know you may be skeptical about this—how can good content possibly influence a Google Ads campaign? It all comes down to two different aspects, much like using Google Ads to increase organic traffic.

To provide a satisfactory answer to this seemingly “far-fetched” topic, let’s explore how you can use Content Marketing to improve the effectiveness of an advertising campaign. Here are four detailed strategies to help you create high-performing campaigns to optimize ROI (Return on Investment) from your page’s content.

1. Use Google Ads to Quickly Increase Traffic

The problem with SEO is that your website will struggle to rank high without a certain level of loyal viewers, especially in highly competitive industries.

Why is this the case? Because thousands of articles are created every day. Additionally, an effective SEO campaign typically takes a long time, anywhere from 6-9 months. This forces us to develop a structured, long-term plan to achieve results.

The first thing you should think about when launching a website is leveraging Google Ads to drive traffic to your site. This helps introduce your business to customers and brings in your first profits.

Moreover, paid ad traffic will make up a large portion of the target audience you are aiming for. It’s like hitting two targets with one arrow. Using Google Analytics, you can not only guide and create a relatively accurate customer profile (based on ad data and shopping behavior) but also create awareness of your brand among consumers in your field.

See more products: Buy advertising accounts

So, what does good content contribute in this part?

Detailed and useful content can help you stand out and differentiate yourself from other brands. It also ensures that customers find all the information they are looking for without needing to visit other pages, reducing bounce rates. Combined with a well-built linking system, you can guide users toward the content you want, optimizing the traffic conversion.

The idea here is to focus on both aspects of a campaign and target keywords that are relevant to a topic. Content is used to inform users, while ads are used as a tool to convert. This strategy can help you become the brand that users immediately target whenever you appear on the results page for a keyword in a search query.

2. Use Google Ads to Attract People to Your Brand

When display ads are paid, users who are genuinely interested tend to remember your brand when they search later.

Contrary to popular belief, studies have shown that paid ads actually help boost organic search results. This happens because when these ads are displayed, users who are genuinely interested tend to remember your brand when they perform search queries later, even deep within their subconscious.

Especially, even if you are already in the top 10, having two results for a search query on the same page will improve and increase your CTR by drawing users’ attention to your brand.

This, in some way, enhances your brand’s authority, making it appear larger than it is. It also helps increase CTR from existing customers. Additionally, according to research, retaining an existing customer saves a business five times more than acquiring a new one.

3. Create a Great Shopping Experience with Landing Pages

Even the most savvy media managers occasionally face challenges in creating a landing page that meets customer needs and aligns with the brand’s vision.

Content marketers are excellent storytellers with creativity that deserves respect. Leverage this creative content to craft a great landing page experience that nurtures potential customers through your conversion channels.

Users who visit your site via ads often tend to research your website before making a conversion decision (buying a product or using a service). Consider the customer journey and identify which stages you can use good content to enhance the user experience:

• Awareness: Users are informed about a specific need or issue (blogs, infographics, videos, articles…)

• Consideration: Customers recognize their own needs and begin searching for a solution (testimonials, reviews, landing pages, eBooks…)

• Decision: Users decide to purchase or take a conversion action (experience the service, try the product…)

Consider providing testimonials, reviews, and ratings from users, linking them to articles alongside your landing page content so customers can learn more before making a purchase decision.

Not all users who click on an ad will make a purchase decision right then or even that day. Therefore, offering relevant and high-quality content to address the user’s issues is a smart touchpoint, significantly contributing to improving the conversion rate on your page.

4. Understand the Content Customers Want from Advertising Keyword Data

If there is one type of data your SEO campaigns and Google Ads already have, it’s keywords. Use a combination of data from Search Console (SEO analysis), Google Analytics, and Google Ads to determine which keywords are driving the most traffic and generating the highest revenue.

You can also analyze the ad copy that is performing well and apply it to campaigns targeting organic traffic.

Consider using commercially oriented keywords in your content to promote your business’s services/products to customers. Additionally, brand-related keywords yield excellent results and have a much higher CTR than regular keywords.

Collect keyword strategies and leverage the success of one campaign to the next. Use A/B testing to measure which keywords are performing best in each campaign.

5. Take As Many Positions on the SERP as Possible

Generally, having two links on the same page significantly increases the number of clicks on your page. This is even more important for mobile user experiences, as they tend to prefer results or ads located at the top.

In addition to increasing CTR, owning multiple links boosts brand awareness and authority in the eyes of users. This is even better if you appear in the top 10.

3 Strategies to Increase ROI Through Content Marketing in Google Ads Campaigns

By now, you likely have a different perspective on the benefits of combining good content with an ad campaign. In the next part of this post, we will explore a few strategies to optimize the performance of this powerful duo.

1. Create Compelling Headlines

Use BuzzSumo to identify trending content within your niche. Leverage those keywords and topics to craft a headline that is relevant and reflects those trends as much as possible in your ads.

This approach will encourage user interaction with your ads, even from individuals who typically wouldn’t engage with advertisements.

Use A/B testing with different headline variations and niche keywords to see which headline generates the most clicks and conversions. However, avoid confusing catchy headlines with clickbait or misleading headlines (commonly known as “bait and switch”). Customer experience remains crucial, especially when the content is well-aligned with the headline.

2. Optimize for Mobile First

Research shows that up to 60% of interactions and clicks on ads across all platforms (Google, Facebook, Social Media, etc.) come from mobile phones and tablets.

Use images, infographics, or any form of visual content to capture customer attention and encourage them to interact with your ads.

Additionally, remember that your landing page will appear differently on mobile. Therefore, it’s essential that your landing page features responsive design and is optimized for mobile first.

Responsive Web Design Tips:

• Short headlines

• Use concise paragraphs

• Avoid pop-ups

• Use smaller-sized images

• Use simple, clear, and concise CTAs (Call to Actions)

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3. The Importance of CTAs in Boosting Conversions

You should use a clear and concise call-to-action (CTA) on your landing page, especially for paid promotional articles.

This can be achieved by adding a form next to your content or even utilizing a pop-up CTA. These elements help convert leads into customers in an ad campaign.

However, there has been ongoing debate about whether CTAs should be placed at the top or at the end of the content.

For paid ads or landing page ads, it’s best to use the content as a hook to attract customer interest and then use a CTA at the end of the landing page to maximize the conversion rate. By that point, customers have had the opportunity to consider and gather the information they need.

You can use Metu to create a second menu bar at the bottom of the screen.

Metu allows you to customize and shorten content into shortcuts or navigation buttons, making it easier for customers to access information on the page and reducing bounce rates.

You can apply the AIDA model (Attention, Interest, Desire, Action) when choosing and organizing these navigation buttons to create smart CTAs, which help increase interaction and optimize the user experience, ultimately increasing conversion rates.

“Content is King” – This is something Google has confirmed and uses as a guiding principle for its development. Therefore, developing great content will serve as the foundation for all future Google marketing activities, such as Google Ads, SEO, and more.

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