Pay Per Click for Content Marketing

This week James Svoboda (@Realicity) filled in for Matt and came up with a great question set titled “PPC for Content Marketing.” The following is the transcribed Streamcap from the live chat:

Q1: What PPC opportunities exist that can be used for Content Marketing and how are they different from traditional PPC?

  • LinkedIn, Facebook good portals for education (whitepapers, webinars) — B2B or consumer. More about communities than DR. – FBPPC (@FBPPC1)
  • Aside from that, I think of content as *adding* to plain text marketing to make it more like “traditional” marketing. – Theresa Zook (@I_Marketer)
    • Can you explain your SQR & Remarketing process a little? – James Svoboda (@Realicity)
  • SQR’s from Remarketing are gold! – Heather Cooan (@HeatherCooan)
  • The main opportunity is that you can hold the customers hand to bridge the gap in the sales funnel. – Gil Hong (@ghong_ssm)
  • Get customers earlier in the funnel. Cheaper clicks. But you have to nurture longer. – Robert Brady (@robert_brady)
    • True. Successful content takes patience & much optimization but if you do the work, it can pay off in a big way. – Theresa Zook
    • Is “Cheap” a key to success for PPC Content Marketing for early funnel campaigns? – James Svoboda
      • “Less expensive” is probably more accurate, but no, not a requirement. – Robery Brady
      • IMO, “cheap” is critical when it’s early funnel searches. – Theresa Zook
  • SQR’s from these campaigns are essentially browser history, can you use this content in your strategy? Often good stuff! – Heather Cooan
    • Often EXCEPTIONAL data. I run my reports and gloat over them like a miser hoarding gold. – Theresa Zook
  • Maybe I don’t quite understand Q1, but it seems to me that data from ppc camps can help content mktg/SEO more than vice-versa. – Max Fink (@maxfink_SEM)

Q2: What do you consider to be Best Practices for PPC Content Marketing?

  • Optimize, optimize, optimize. – Theresa Zook
  • Target specific pieces of content to specific points of the funnel. – FBPPC
  • I think targeting the right audience is the key. – Kaushal Shah (@kaushalshah)
  • The content has to provide real value. Can’t just be a flashy headline. – Robert Brady
  • Multiple ad copy/CTA testing. – Gil Hong
  • Try to target not only the right people, but also those people when they’re in the right frame of mind. – Michelle Morgan (@michellemsem)
  • Maintain the focus and consistency of keywords across all channels. – Don Sturgill (@Don_Sturgill)
  • Stating obvious: You have to have content that is worthy of promoting. Don’t waste $, clicks or time with low quality content. – Chris Lister (@twistedlister)
    • Truth real value comes from the after click share. – Alma Smith (@Alma_Smith)
  • I’ve been told-Best practices is to optimize the first 250 words or use keywords every 100 words. Watch out for stop words. Write content for humans not robots. – Vivian Unger (@pappasv)
  • Hitting them more than once in different places to get them to actually consume your content. A la @aimclear stacking is good. – Heather Cooan
  • Even in content, I rarely use Ad Groups with huge #’s of kw. I feel I get better performance keeping things more focused. – Theresa Zook
  • Sometimes the content snowball needs a little (ppc) help to start rolling. – Jeroen Maljers (@jeroenmaljers)

Q3: How does Demographic and Interest targeting play into PPC Content Marketing?

  • I rarely use demographic for my clients but interest targeting has provided interesting results. – Theresa Zook
  • As mentioned earlier, reaching the right people means you know who they are = demographics & interests. – Robert Brady
  • Demographics are very crucial. Interest should be as per the target & focus of the campaign. – PPC Management (@PPCXpert)
  • Interest targeting through LinkedIn & Facebook are key. Able to introduce brand to audience not previously exposed. – Chris Lister
    • I like FBs option to target audience not already associated with the brand/page. Gets the word out to new people. – James Svoboda
  • The title selects the audience. Make sure PPC supports content by accurately describing the material. – Don Sturgill
  • It helps you establish/segment your main targeting audience, then continue to test others. – Gil Hong
  • Targeting audience with key messages is important. – Vivian Unger
  • Remarketing on affinity lists are awesome to expand reach for relevant content. – Heather Cooan
  • Hopefully the content was produced with a demographic in mine. – Robert Brady
  • Keywords enables you to target the right demographic. – Vivian Unger
  • 1. Identify you audience and what they want. 2. Build content for them. 3. Promote it to them. – James Svoboda
  • When developing search words look at location, business, products. – Vivian Unger

Q4: How do you approach Ad Creation for Content Marketing that is different from normal PPC ads?

  • You can have words, colors, logos, product images, things that move. It’s fun! – Theresa Zook
  • The more relevant ads, the better performance. – PPC Management
  • Facebook more inclusive (friends like it too!); AdWords more exclusive/fear-driven (best offer, buy now, etc.). – FBPPC
  • Different call to action, longer cycle, different metrics. – Heather Cooan
  • You must think about how it will move them through the funnel. Think beyond just driving them to the content. Where after that? – Stuart Draper (@Stu_Draper)
  • The customer’s perspective is definitely a key factor. How will this content be profitable to you. – Gil Hong
  • I like a client where “fun” ads are appropriate. Also amazing, tho, how few clients are willing to be playful. – Theresa Zook
    • “Fun” can be really difficult to execute well, esp if client doesn’t really, really understand audience. – Julie Bacchini (@NeptuneMoon)
  • Ads should keep in mind the bottom line and have a goal. – Vivian Unger

Q5: Facebook seems to be the heavy weight champion of Content Marketing. What makes it so great for PPC Content Promotion?

  • Cos of its targeting options, it has been the best choice. – PPC Management
  • Easier funnel entry (likes), plus better and better DR targeting, plus ability to cast wider net for cheap. – FBPPC
  • Facebook is a place where people consume content. Fundamentally different environment. – Heather Cooan
  • People on Facebook are browsing. More likely to take the time on a content piece. Not so task driven. – Robert Brady
  • The facebook following and demographic is one that you already know will like the content being discussed. – Stuart Draper
  • FB allows you to track other interaction with your brand (e.g. Likes, shares, comments, etc.) – Gil Hong
  • Paired with a consistent and active organic strategy you have it made on FB. – Heather Cooan
  • Promoting content between the tactics builds a following. – Vivian Unger
  • Backlinks for your content outside your page will help your engagement. – Vivian Unger

Q6: Are Twitter’s ad platform and promoted tweets effective for Content Marketing?

  • Really depends on the client’s goals and offerrings, though I have not dabbled in it myself. – Gil Hong
  • So far hard to build something from nothing but great for amplification of solid brands. – FBPPC
  • Yes, Twitter is a link economy and it’s totally a place people go to consume content. – Heather Cooan
  • Anything that draws traffic is effective. The question is whether the desired audience is using the channel. – Don Sturgill
  • Twitter is often vertical specific though, there are pockets of interest. The social technographic profiling method described in Groundswell is great for finding where your audience lives. – Heather Cooan

Q7: LinkedIn recently improved their ad offerings for Content. Have you used it and what advantages does it offer?

  • LinkedIn had great demographic targeting options and can be amazing for pin pointing a b2b audience. – James Svoboda
  • For b2b products, linkedin is the best, haven’t used it though. – PPC Management
  • Have not utilized new features yet, but have had good success previously with content promotion in LinkedIn. – Chris Lister

Q8: Have you tried StumbleUpon’s Paid Discovery, and if so, what insights can you share?

  • I’ve not tried it SU’s paid discovery yet, but it’s interesting and only a matter of time. – James Svoboda
  • It can get the snowball rolling if it fits the audience. Low cost. – Robert Brady
    • Is there an entry CPC? I thought it use to be in the $0.10 or $0.20 CPC range. – James Svoboda
      • $0.05 for the lowest stuff. $0.10 for “targeted” (aka better stuff). – Robert Brady
  • I used Stumbles platform for one large client and we definitely saw a boost in traffic. However there’s a lot of crap on there. – Heather Cooan
  • I’ve used stumbleupon’s paid discovery, it brings huge traffic, but high bounce rate. Not much of a quality traffic. – PPC Management
  • It was pretty good for getting the content out there initially for organic sharing past that. – Heather Cooan


More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Alma Smith (@Alma_Smith)
• Chris Lister (@twistedlister)
• Don Sturgill (@Don_Sturgill)
• Gil Hong (@ghong_ssm)
• Heather Cooan (@HeatherCooan)
• Jeroen Maljers (@jeroenmaljers)
• Julie Bacchini (@NeptuneMoon)
• Kaushal Shah (@kaushalshah)
• Max Fink (@maxfink_SEM)
• Michelle Morgan (@michellemsem)
• PPC Management (@PPCXpert)
• Robert Brady (@robert_brady)
• Stuart Draper (@Stu_Draper)
• Theresa Zook (@I_Marketer)
• Vivian Unger (@pappasv)

Streamcaps for Content Marketing

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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