Whether you’re using content marketing to expand your audience, boost sales or generate brand awareness, you’re likely to use a number of channels (paid as well as free) to promote your content.
There are several ways to go about promoting your content. From guest blogging to email outreach to influencer marketing, there are several ways to promote your content freely.
However, it can be time-consuming to employ all those tactics and wait for the results. Depending on social media to promote your content is also fraught with risks.
While free channels such as Facebook, LinkedIn, and Twitter helps you put your content in front of your followers, there’s no guarantee that it reaches your target audience. Due to the latest algorithm rollout by Facebook and Twitter, your organic reach can be very limited.
It’s time to think differently.
How about promoting your content to a super qualified audience via Google AdWords?
Yes, using Google AdWords is one of the most overlooked content marketing tactics to promote your content to your target audience.
If your content piece is extremely valuable and has viral characteristics, promoting it via Google AdWords is the best way forward.
The best part of this strategy is that it suits a wide range of budget and gives you immediate results.
Let’s take a look at some of the best practices to boost your content marketing efforts.
Include Google Search Partners
By signing up for Google AdWords, you will offer your content ample opportunity to show up in front of a qualified audience using Google Search. However, as a best practice, you should tweak the ad setting to allow your ads to appear across Google Search Partner Network platforms such as Ask.com, Youtube, and other Google sites.
By selecting “include search partners”, your ad will appear in front of users outside Google Search. According to AdWords expert, including search partners leads to lower CPC (cost per click), meaning optimum ad spending. Likewise, a study by Search Engine Journal found that search partner clicks are more likely to convert than Google.com clicks for brand traffic.
However, be sure to optimize your ads with the right keywords and call to action to make sure they look relevant to your target audience across Google Search Partners.
Use Right Keywords for Better Ad Performance
Keyword research is crucial to the visibility and outreach potential of your ad in Google AdWords. By choosing the right keywords, you will not only have optimum visibility but maximum conversion as well.
While conducting keyword research, Google recommends that you should:
# Wear the customer’s thinking hat and explore the exact search terms they would type into Google Search tool while looking for your products and services.
# Use specific keywords that are perfectly aligned with your prospects’ intent. That boosts your ad’s relevance.
# Choose more generic keywords only if you want to increase your ad’s outreach.
According to Moz, the best way to test your keyword relevance is to split your campaign into three different segments and use a set of keywords for each segment to see their performance potential.
Boost AdWords ROI with A/B Tests
There’s no secret sauce to AdWords success — you have to get there by testing, learning and then putting it into practice, campaign by campaign.
Therefore, you should try A/B test with your Google AdWords campaigns.
According to Neil Patel, you can increase your conversion by 10% or more, simply by A/B testing your ads.
Here are some parameters on which you can split your campaigns:
#Buy Now vs Free Trial: Not only will this help you determine if free trial works better than buy now, but you get to know the percentage of success with each, as well.
#Credit Card vs No Credit Card: This will establish if your ad will have more sign-ups.
#PPC vs CPM: Pay per Click or Cost per Mile? This will help you determine which model is cost-efficient for you.
Apart from the above parameters, you can also try switching keywords, landing page, CTA buttons, and so on.
A/B test is the only way to increase your AdWords ROI.
Keep Your Landing Page in Order
When you’re using AdWords for content marketing, it’s important to ensure that your landing page, i.e, the content asset is optimized perfectly for your potential visitors.
Depending on your marketing goals, you want to make sure the content lives up the ads, and has the CTA button perfectly positioned for your users.
For example, if you’re offering a signup form, make sure it’s working seamlessly. Likewise, if it’s a product page, double check if the buy now button is working fine.
The last thing you want is upset your visitors while paying a hefty amount to bring them to your website.
With the content marketing industry evolving at a breakneck speed, marketers are constantly seeking new ways to attract an audience. From content advertising to native advertising to sponsored content, the content marketing industry has witnessed major breakthroughs in paid outreach campaigns over the past several years.
What’s your most preferred paid channel for promoting content?
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.