How to use content effectively in your PPC strategies.pptx

Breakfast Briefing
in association with Jellyfish Connect
7th
FEBRUARY 2018

How to use content
effectively
in your PPC strategies

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.

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
FEB

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
FEB

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.”
FEB

You all have
content!
FEB

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?
FEB

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
FEB

Google rewards relevance!
Reduce acquisition costs and drive sales.
FEB

User
Google rewards relevance
Advertiser Google
Quality Score
FEB

Relevant search results keep us clicking
FEB

FEB

Google rewards relevance
FEB

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
FEB

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
FEB

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%
FEB

Where are the Opportunities?
Take learnings from every channel
FEB

• 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
FEB

Dominate the landscape
25% of our clicks
13.46% CTR
75% of our clicks
41.52% CTR
Position 0 Data unavailable
?
FEB

Build Your Brand
Increase conversion rate & build brand awareness
FEB

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
FEB

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
FEB

FEB

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.
FEB

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
FEB

How do users consume the
content?
Optimise media spend and increase CVR
FEB

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
FEB

Use content data to inform future interactions
FEB

Control The User
Journey
FEB

Take control of your touchpoints with content
FEB

FEB
Take control of your touchpoints with content

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
FEB

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
FEB

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

How to use content effectively in your PPC strategies.pptx

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