Why Your Strategy Should Combine Content Marketing with PPC


Pay Per Click (PPC) marketing is currently amongst the most popular strategies used to profit from unique content generated by businesses. The main objective of PPC is to boost the impact of both the already existing and new online audiences.

Research shows that PPC is a crucial vessel for the profitable sales made by online businesses, with the majority of advertisers investing their advertising budget to remarketing ads.

Reasons to Combine Content Marketing with PPC

Smart marketers will combine organic SEO with PPC to boost their business marketing efforts. By adding PPC as part of your content marketing strategy, you may bring positive results if you combine it with useful and unique content creation. Combining PPC with content creation strategies could help your business or brand increase interaction between your already existing and potential new audiences, while simultaneously increasing your profits in the long run.

But, to successfully do this, you have to separate your online audience first. In the current technological world, most online audiences have devoted most of their time in social media platforms like Instagram and Facebook, and you may have noticed greater engagement on these platforms. However, there are other online audiences that prefer a more comprehensive interaction. Such audiences are found in blogs and online forums. To match the needs of your business’s respective online target audience, learn which digital channels you should invest your PPC advertising budget in.

Using your digital marketing agency’s strategy, you can figure out the best type and style of your PPC content to match the specific audience you select. While PPC can help boost plenty of visits towards your site by merely targeting the proper audience, you also have to implement an SEO strategy to add even higher value to your marketing efforts. Using your PPC strategy, you can create content that can be creatively combined with the right meta-descriptions and headlines, which can be optimized based on the keywords you selected as per your strategic plan of promotion.

However, even though PPC can help to significantly boost traffic to your site, the primary goal of combining strategy and content marketing with PPC is to transform visitors into customers. This is particularly key in Facebook ads.

This is why you should not forget the quality of your content. You should still focus on providing content that is useful and reliable. By carefully monitoring the content you’re retargeting and remarketing, you will reap benefits with PPC links and successfully add valuable information to your site visitors and turn them into loyal clientele.

Failing to produce high-quality content aimed at your audience, interacting with PPC ads will produce negative results and weaken any efforts for maximizing the positive results of your PPC marketing budget.

For further advice, contact The Digital Marketing People for content marketing and PPC services today.

The Right Time to Prepare for Black Friday Is Now!

PPC for Black Friday

Actually, your Black Friday strategy should be pretty well in place already. But if not, don’t worry – you can jump on the fast track right now.

In the world of pay-per-click (PPC) marketing, Black Friday presents interesting opportunities and major challenges too. With other campaigns, you can set a PPC strategy in place and let it work for you for months. With Black Friday, however, you have one day – or maybe the entire weekend at a stretch – to make your campaign bring returns.

Ironically the limited time you have to execute your plan requires a longer period of planning to make it work.

The first thing to do is to be absolutely clear about what you’re promoting. Know your offers and don’t waver from them. If you are clear about the products you’re discounting on the Thanksgiving long weekend, it will help you to strategize your PPC targeting well in advance so that, when the time comes, you can simply let it run.

Also, be sure to review last year’s campaign. Did it work? If so, can you keep it the same? If not, what needs to change? What was your strongest selling point and why? Will that same selling point work for your upcoming promotions? Which of your bids brought the best ROI? Should you bid elsewhere this year? If so, where?

You can answer these questions with the help of a marketing expert, who can analyze and tweak your strategy for you. Also, remember that you need to increase your PPC budget significantly during the Black Friday period because searches increase so dramatically, meaning you will likely need to bid more on searches matching your business.

Black Friday digital marketing needs to be precise, and you can’t rely too much on the automated settings you would use at other times of the year. Forget Google Ads’ Standard Delivery setting, for one thing. Those algorithms are pretty effective for everyday trading, but they can’t keep up with or predict seasonal surges.

So you see, there is quite a bit to consider for effective Black Friday marketing – and the earlier you get your plan in place, the better. There’s still time, so contact the Digital Marketing People to help you devise a brilliant, high-ROI strategy as the bumper weekend approaches.

Which PPC Option Is More Effective – Facebook Ads or Google AdWords?


Determining how to spend your advertising budget online can be tough. In this blog post, the PPC experts at Digital Marketing People discuss the key differences that you need to keep in mind when deciding between Facebook ads and Google AdWords.

With Google Adwords, you’ve got Gmail ads, YouTube, the display network, and a variety of bits. With Facebook, you’ve got the world’s biggest social media platform. Which one is more effective? We investigate:

Google AdWords 

Google AdWords is the highest quality leads you can generate for your business, but they are on average about five times more expensive than a Facebook lead. A search based lead is a very high-quality lead because it is intent-based. Someone has a problem, they search for a solution online, see an ad about the problem and get taken to a landing page that is tailored to speak to their specific challenge.


On Facebook, people are not searching for a problem so there are not intent-based leads. What you can do, however, is target people who might have that problem. You can create lookalike audiences and find the small segment of people who might have that problem, so if you do your targeting right, you can also find high-quality leads.

People will scroll in their newsfeed on Facebook and see your ad. The cost for these leads is lower, but you need to plan how you are going to turn the Facebook user into a client with captivating and engaging content.

Whether you’re interested in remarketing, retargeting or a brand-new Facebook ads campaign, contact the Digital Marketing People today.

The Most Common Reasons Why A PPC Campaign Isn’t Converting

Are your PPC campaigns getting a bunch of clicks, but only a few conversions? Here are some of the most common reasons why you’re not seeing results:



  • Inexperience


As a digital marketing agency who manages everything from retargeting strategies to Facebook ads, we have found the most common reasons why PPC campaigns do not work is because the person managing the campaign doesn’t always know what they are doing. It’s true that Google AdWords has a lot of resources and that it is easy to set up a campaign yourself, but inexperienced people often miss big opportunities that could make a significant change in their PPC results.



  • Your Bidding Is Off


When we say that the ‘bidding is off’, we mean the following:

  • That you might not be using native keywords,
  • You are bidding too much,
  • Your budget is too much,
  • Your goals aren’t set or defined, and so on.


The people who manage the most successful campaigns are those who sit at a desk and work on PPC campaigns all day. They aren’t social media people, bloggers,  strategists or involved in other aspects. PPC campaign management is a craft that is perfected over years.



  • Your Budget Isn’t Big Enough


Another reason why PPC campaigns don’t convert is that the budget isn’t big enough. If your competitor is spending $15,000 and you are spending $1,500, you might get a few of the leads, but not enough to make a difference. PPC is an auction system. It’s like eBay. If you bid $1 on an item and another person bids $5, eBay is going to give the item to the person who bid $5.


The Digital Marketing People is a digital marketing agency that can help you to ensure your PPC ads convert. Contact us for more information today.

5 Questions about Effective PPC Advertising Answered

Pay per click advertising, also known as PPC, is a type of search engine or social media marketing that is designed to drive traffic to your website or other online properties. Ads are generally tailored to promote what you want to sell and you will pay each time someone clicks on your ad. In this blog, we answer some frequently asked questions about PPC advertising:

  • What Are The Advantages Of PPC Advertising?

In a world where there are so many websites and social media platforms, it is hard to stand out from your competition. With Google AdWords, for example, you can get your ads on the first page of Google with PPC advertising. If you were to try to claim a first page position with organic SEO, it would require much more effort in terms of content generation, link building and other SEO initiatives. PPC usually works best when it is done in conjunction with an SEO strategy.

  • Why Would You Use Facebook Ads As Opposed To Google AdWords?

Both Facebook ads and Google AdWords have their own uses in the digital marketing space. With Google AdWords, your PPC ads will appear to people who are using the search engine to find information about something they are interested in. With Facebook ads, your ads can appear in the news feeds of your target audience. You could decide to create an audience of women between the ages of 18 to 25 who are interested in horse riding, for example, if you are selling horse riding lessons in a certain area. Facebook ads offer a lot of customization, where Google AdWords can bring your products or services under the attention of someone who is looking for what you have to offer. Your best bet is to work with an experienced PPC manager to create a comprehensive PPC plan that can help you get as much exposure as possible.

Whether you are interested in Facebook ads, retargeting campaigns or remarketing initiatives, The Digital Marketing People can help you. Contact us to find out more today.

A Beginner’s Guide to PPC and Paid Advertising Online

Pay-Per-Click advertising (PPC) is one of the most effective ways to get your brand, product or promotion seen by search engine users. While search engine optimization (SEO) often requires a lot of content and time, paid online advertising can put you right at the top of Google’s first page instantly.

PPC ads refer to the ads that are on the top of Google’s search bar and down the sides of search results on the right-hand side of the page. One of the major benefits of PPC ads is that you can take control of the entire campaign. You decide everything from the keywords that you want to target to how much you want to spend. Before you set up a PPC campaign, you should do the following:

  1. You will need to set goals for your PPC campaign. Do you want people to pick up the phone and book a meeting with you, buy a product online, or do you want them to subscribe to your newsletter? Having established goals will help you track the success of your campaign.
  2. The second step is to understand the intent of your buyers (you can do this by creating buyer personas). Understanding what their pain points are and how you can help them overcome these challenges are the information you will need to craft compelling ad copy and landing pages to convert search engine users to customers.
  3. Determining the keywords that you want to bid for is the next step.

If you are new to Google AdWords, it is advisable to partner with a digital marketing agency to help you through the process. The team at The Digital Marketing People can help you with everything from keyword research and selection to crafting ad copy and managing your campaign. Contact us for more information today.

Pay-Per-Click (PPC) Industry Stats

When it comes to digital marketing, there are two ways to go about getting results:

  1. The Long Play: This involves Search Engine Optimization (SEO), Social Media Marketing, Email & Marketing Automation, Reputation Management and more. These digital marketing topics build assets over time that will work for you long after you stop paying for them but have a much longer startup phase and longer return cycle (ROI).
  2. The Fast Play: Paid Advertising, usually in the form of Pay-Per-Click Advertising (PPC). PPC allows you to “jump the queue” as it were, getting your ads in front of people immediately for an almost instant gain.  Time and skill allow for significant optimization of a PPC account, but the benefits cease as soon as you stop paying for the ads.

For most businesses with goals to grow, the best option is a mix of these strategies so it’s important to understand all of the aspects, at least to some degree.

When it comes to PPC, understanding stats like CPC (Cost Per Click), CPA (Cost Per Acquisition), CTR (Click Through Ratio) and CVR (Conversion Rate) can help you keep your ad spend under control and ensure the ROI you are looking for. Acquisio, a big name in PPC automation has created the following infographic outlining stats by industry for these varying PPC areas. Continue reading “Pay-Per-Click (PPC) Industry Stats”