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How to use content effectively in your PPC strategies.pptx

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Josh Hyatt, Senior Digital Marketing Manager shares with PPA members how to use your content effectively in your PPC strategies

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How to use content effectively in your PPC strategies.pptx

  1. 1. Breakfast Briefing in association with Jellyfish Connect 7th FEBRUARY 2018
  2. 2. How to use content effectively in your PPC strategies
  3. 3. The Challenge JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB PPC marketing and content marketing can seem like polar opposites at first glance but if you look a bit deeper you can find some great opportunities to combine the two. The highly targeted audiences available via PPC can ensure your quality content gets in front of the right users at the right time. These two approaches should work together and not in isolation.
  4. 4. What are we going to cover? • How to generate more revenue from existing content • Gain valuable insights about how users consume content • How to combine PPC & Content marketing strategies to increase sales JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  5. 5. Quality content is essential • Attention is a limited resource in this day and age • As content has grown increasingly abundant and immediately available, attention is now the limiting factor • Users are carefully choosing where to allocate their attention • High quality relevant content is the key to holding a users attention • Content not only captures a users attention, but also provides us marketers with additional data we can utilise to inform future interactions JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  6. 6. How do we use content? Content can STIMULATE the initial journey to purchase. (Articles/News Updates) Content persuades users to BUY your product. Content shows users the VALUE of your product. (Renewals) Content can be SHARED by users to STIMULATE sales. “I’m going to buy one.” “I think I want to buy one.” “I’ve bought one.” “I think others should buy one.” JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  7. 7. You all have content! JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  8. 8. Content is currency … BUT content costs Publishers have an abundance of content! You’ve already paid to produce this content and to distribute it: • On content sites • in print • in email • in app • on social What about paid media? The user doesn’t know we’ve paid for them, why are we treating them different? JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  9. 9. How are Jellyfish Connect using content & PPC? To reduce acquisition costs 2. To support your brand image. 3. To expand your PPC account. 4. To improve the user journey. 5. Drive sales JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  10. 10. Google rewards relevance! Reduce acquisition costs and drive sales. JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  11. 11. User Google rewards relevance Advertiser Google Quality Score JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  12. 12. Relevant search results keep us clicking JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  13. 13. User Google rewards relevance Advertiser Google Quality Score JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  14. 14. JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  15. 15. User Google rewards relevance Advertiser Google Quality Score JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  16. 16. Google rewards relevance JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  17. 17. User Google rewards relevance Advertiser Google Quality Score JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  18. 18. The key to expanding out into the wider generic landscape is quality content! By keeping our search terms, ads and landing pages tightly themed we can improve the user journey and deliver the information promised in our ads. Misleading ads that do not reflect the landing page, result in wasted spend, bounced visits and a decrease in QS. Landing page experience JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  19. 19. JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  20. 20. Google guidelines for landing page experience Offer relevant, useful and original content Make sure your landing page content is directly relevant to your ad text and keyword. • Be specific when the user wants something particular: If someone clicks on an ad for [UK Current Affairs], they shouldn’t wind up on a general “subscriptions” page. • But do be general when the user wants options: If someone’s looking to [compare fashion magazines], they shouldn’t be sent to a single product page. JFC have seen a 61% increase in CVR when directing traffic to content pages JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  21. 21. Google rewards relevant content An increased Landing Page Experience score can dramatically improve your ROAS. • Improvements in Quality Score reduce CPC • An improved user journey improves CVR Above Average Landing Page Experience Scores can reduce CPC by 31% JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  22. 22. Where are the Opportunities? Take learnings from every channel JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  23. 23. • Data from your content/SEO listings can identify key opportunities for PPC • PPC keywords can help you identify areas to focus on with your SEO strategy • The two should work together and not in isolation - they will not cannibalise each other • The incremental value of multiple positions can be huge PPC & SEO opportunities JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  24. 24. Dominate the landscape 25% of our clicks 13.46% CTR 75% of our clicks 41.52% CTR Position 0 Data unavailable ? JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  25. 25. Build Your Brand Increase conversion rate & build brand awareness JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  26. 26. Brand protection & brand building • Protecting your brand is important • We prioritize not appearing next to negative content, but are you as concerned about putting your brand next to brilliant content? • Associate your brand with quality content and help users find the answers they’re looking for. First impressions count! • Don’t let poor content and a disjointed user journey damage your brand JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  27. 27. First impressions count • Page copy didn’t answer the original search. • Irrelevant Back To School messaging • Straight to a product page to spend £1400+ • ‘Shop Now’ CTA JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  28. 28. First impressions count JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  29. 29. First impressions count Video content and ‘Learn More’ CTAs directing to quality content around the site. This shows Windows laptops in a positive light. As a user I feel I’m on my way to discovering the [best laptop] Windows then used the content I consumed to follow me with the models I had researched. JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  30. 30. Associate your brand with strong content Take a user first approach when deciding on landing pages and content. This will help support your brand image while also driving sales. Answer the users query Don’t force an offer on a user Use quality content to represent your brand “You need to understand what your customers want.” — Richard Branson JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  31. 31. How do users consume the content? Optimise media spend and increase CVR JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  32. 32. How has content been consumed? Unengaged Low Engagement Engaged User Data Signal These users have not interacted with the content. Bounced Users These users engaged slightly Time on site. Scroll depth These users consumed the content. Page depth. Time on site. Scroll depth. Content groups viewed. These users have consumed content and are looking for more from you. Generic users now searching your brand terms. Audience Use Review the user journey and optimise spend. Analyse the user journey and optimise content and ad messaging. Use the content they have consumed to inform future ad messaging. Concentrate spend on these users and direct their path to purchase. Highly Engaged JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  33. 33. Use content data to inform future interactions JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  34. 34. Control The User Journey JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  35. 35. Take control of your touchpoints with content JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  36. 36. JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB Take control of your touchpoints with content
  37. 37. Take control of the user journey Direct visitors to the content they want. Control what users see and also what they don’t! Use sequential ad messaging Map out the user journey JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  38. 38. Combining PPC & content. "The key ingredient to a better content experience is relevance." — Jason Miller • PPC is perfectly positioned to answer a users query at the exact moment they are searching for it. • Serving the right content at the right improves the user experience of your brand, and in exchange you can place your product in the spotlight JELLYFISH CONNECT | CONTENT & PPC | 7TH FEB
  39. 39. © Jellyfish Connect 2018 Serve before you sell jellyfishconnect.com @JellyfishCNCT
  40. 40. London The Shard, 32 London Bridge St SE 1 9SG © Jellyfish Connect 2018 Reigate 31 London Road Reigate RH2 9SS Joshua Hyatt Senior Digital Marketing Manager Joshua.Hyatt@JellyfishCoNNect.com Thank you jellyfishconnect.com @JellyfishCNCT

Josh Hyatt, Senior Digital Marketing Manager shares with PPA members how to use your content effectively in your PPC strategies

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