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Paid Media 8 min read
Written by Natalie Yelton
Content Writer @ Galactic Fed
Expert reviewed by Rachel Meyer
Paid Media Account Director @ Galactic Fed
Published 20 Jan 2021
We’ve all been there.
You’ve spent precious time and effort writing the perfect piece of content - maybe it’s a blog or a landing page or even an app description.
You press “publish” and wait for the conversions to come pouring in.
But they don’t.
Where did it go wrong? How can you pull your message from the quiet corners of the internet and reach the people you know would benefit from your product or service?
Galactic Fed is going to let you in on a little secret. Did you know that you can boost your content with pay-per-click (PPC) data?
Stick around and let us explain what exactly PPC data is and how you can use it to entice people to interact with the content you’ve spent time and money crafting. From identifying keyword opportunities to fine-tuning your buyer personas, PPC data has the potential to amplify your message and ensure it dazzles in front of the eyes of the people that matter.
PPC, or pay-per-click, is an online advertising model where you pay per click through to your website or landing page. Depending on the cost per click, you can have your products or services shown with higher priority than the competition, like at the very top of Google’s search engine results page (SERP.)
As a result of using PPC advertising or a paid media campaign, you gain access to a ton of valuable data, known as PPC data.
What kind of information and analysis can you pull from PPC data? Common types include:
Now let’s cover why PPC data matters when fine-tuning your existing message:
PPC data is powerful stuff, and It’s vital to know how to effectively analyze your PPC data. Knowing what to look at can ensure your paid media efforts help you achieve your digital marketing goals. Common goals include:
PPC data isn’t just for paid advertising. You can enhance your search engine optimization and boost your existing content by using data from your PPC campaigns. Let’s dive into the five opportunities your current PPC data provides to help you make your copy shine and reach your content marketing goals with ease:
PPC data can help you identify short and long-tail keyword opportunities that can be applied to your existing copy to boost organic traffic with impressive results.
You can start by looking at your existing keywords with the highest click-through-rate (CTR.) To find these keywords go to “Reports” then “Search Terms” in your Google Ads account:
Source: Search Engine Watch
To identify keywords that lead to the highest click-through rates, select “Clicks,” then “High to Low.”
Pay particular attention to the conversion rate for keywords that produce the highest number of clicks. If a keyword has a ton of clicks, but it isn’t driving conversions, it means that people are using these keywords to search but may not be ready to buy. It might make sense to use these low conversion/high CTR to boost your blogs while people are researching online and intend to come back to convert later on.
Location data from PPC campaigns can have a massive impact on your existing web and social copy.
By exploring the “Dimensions” tab on a paid search campaign, you’re able to filter by location, which shows precisely where you are producing the most amount of clicks and impressions.
You could use this data to create a tailored landing page dedicated to a particular place or link-build with local press or influencers in a specific location where you know your target audience is.
You can use PPC data from Google Display campaigns to provide insight into where people went after visiting your website or landing page.
When running a remarketing campaign, this data is found in a “Placement Report.” A placement can be video content, a specific page on a site, a mobile app, or a website:
Source: Google Support
You can sharpen your buyer personas with data from your placement report, as they provide valuable insight into sites your target audience frequents. Placement reports also give you a list of businesses to reach out to for link-building purposes. If certain sites send you a decent amount of traffic and conversions, you’ve got a starting list to create an outreach campaign for getting an editorial placement to go alongside your PPC ads.
Demographics data at both impressions and clicks levels can give you what you need to make your buyer personas the best they can be. If you need convincing why buyer personas matter to your business and your content marketing efforts, check out our recent blog on the topic.
Explore what makes up the people visiting your website or landing page:
Use PPC data to finesse your website, landing pages, and social copy, so it’s tailored to the people that visit your site the most. Watch your conversion rate increase with accurate buyer personas and landing pages that cater to their needs.
Taking a peek at what’s producing a high CTR from your PPC data can help you craft compelling meta descriptions that better speak to your key audience.
Don’t let title tags and headlines get thrown together at the end of your website design or, even worse, left blank for Google to automatically produce based on whatever content appears at the top of each page.
Use PPC data to create meta descriptions that strengthen your message and include copy that’s already tried and tested to entice people successfully.
Want a helping hand at writing the perfect meta decisions? Check out Galactic Fed’s guide.
There you have it! There’s no time like the present to try out Galactic Fed’s five opportunities to take PPC data from your paid advertising campaigns and use its full potential to enhance your content.
Use keyword data to stress-test existing content and get a better idea of where your customers are to build partnerships with local influencers.
PPC data on websites your customers visit after leaving your site can help you strengthen your buyer personas and pitch editorial placements that can sit alongside your paid ads.
Fine-tune your buyer personas further with demographic data just waiting to be used from your existing PPC campaigns. And lastly, create bold metadata using insight from your PPC campaigns’ CTR’s.
If you want a helping hand increasing your conversion rate and meeting your digital marketing goals, Galactic Fed would love to join your team. We know a thing or two about SEO and PPC and can assist in ensuring your next PPC campaign reaches new customers and grows your business.
Content Writer @ Galactic Fed