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Why You Should Care about Content

Stephanie S October 26, 2009 Category Digital Marketing

Don’t be intimated by the high number of impressions and low click through rates. An effective content campaign can  supplement the success of a good search campaign and help bring in more leads for your clients. Granted, not all clients are made for content. But if you have a client that converts well on their search campaigns, and their acquisitions would favorably suit a PPC content campaign, you may be in luck.

Effective Content Campaigns Can Supplement Success

Contextual campaigns don’t have to be a disaster if you learn best practices. And if you’re afraid you will raise your costs without delivering, take a look at Google’s white paper on content CPAs and you might just change your mind.

One of our clients, a student-athlete recruiting and networking website, converts very well on search, and so we tried out content for them. We were looking to raise brand awareness and increase sign-ups through a more integrated campaign, so they already were a worthy candidate for content.  They value sign-ups to their website as their number one conversion, and since their acquisitions are quick, easy actions that cost nothing to the user, adding contextual targeting seemed like a good direction to go in.


Applying Effective Strategies Are Critical

The content campaign for this client accounts for about 11% of all actions that come in, and the CPA for content is about 6% lower than the average CPA for all campaigns in the account as a whole.  Sure, man can’t live on content alone, but the extra bit it brings in isn’t all too shabby.

Applying effective strategies and best practices are really critical when you’re building your campaigns. Don’t be “that guy” who copies his search campaign over, enables content and calls it a day. No dice, jack.  If you’re unsure where to get started, check out Google’s excellent webinar on how to build a good content campaign.  Bonus: content campaigns give you a chance to play around with under-appreciated tools like the Google Wonder wheel. Reaching out to the 80% of global internet users who browse Google’s content network has never been so easy!

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