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Paid Media 8 min read

How to Use PPC Data to Boost Your Content

Natalie Yelton photo

Written by Natalie Yelton

Content Writer @ Galactic Fed

Dallin Porter photo

Expert reviewed by Dallin Porter

Marketing 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? 

It’s true! 

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.

What is PPC?

What is PPC? 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:

  • cost-per-click (CPC,)
  • click-through-rate (CTR,) and
  • impressions. 

Now let’s cover why PPC data matters when fine-tuning your existing message:

Why is PPC data important? 

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:

  • increasing conversions,
  • gaining leads, 
  • driving traffic, and
  • improving brand awareness.

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:

Identify keyword opportunities 

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:

Highlighted search terms in the Google Ads reporting dashboard.

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. 

Find out where your customer are

Two men, on stepping on a map animated image

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.

Explore where customers went after visiting your site

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:

Remarketing campaign placement report.

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.

Fine-tune your buyer personas

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:

  • Do they predominantly identify as male or female?
  • What percentage of visitors are a parent?
  • What’s their average age? 

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.

Strengthen your metadata 

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.

PPC data and content: a winning combo 

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.

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Natalie Yelton photo

Natalie Yelton

Content Writer @ Galactic Fed