How to Remarket to People Who Read Your ContentPay-per-click (PPC) advertisement and content marketing sound like an-unlikely couple; one’s traditionally a highly targetable, ROI-driven traffic-buying rugged builder, and the other is an all-encompassing, for the most part literature focused, journalistic approach to traffic generation – a quaint but modern woman.
But beneath the surface where you can see through their differences, they can actually support each other really effectively; accelerating the audience growth, recapturing high quality frequent consumers of content and eventually, slipping people into the sales cycle.
You could argue that to really squeeze the most out of your content activities, you have to be supporting it with a pay-per-click campaign, running parallel to your content campaign, with its own unique set of objects and goals.
Let me explain
You set up Google AdWords Remarketing campaigns, individually targeting users that have spent more than 60 seconds on more than one of your pages of content (so you know they consume your content). You follow them around the Google Display Network with your banner ads that contain, for example, “You enjoyed our last blog, you’ll like our new one!”. You then take them to a landing page that displays your most recent articles. Great!
You’re bringing back users that like your content and by-passing the channels through which they originally came about it – increasing the potential of them coming back and consuming more!
You saturate your audience with really, really low bids – just enough to get some clicks – and measure the effectiveness by dividing the money you’ve spent on remarketing by your content / social goals. So, if they share the article or comment etc, you can measure the effectiveness of it.
This is the most basic form of using PPC to support content. With the new(ish) Google Analytics Remarketing, you could segment your Remarketing lists by content subject, implied user intent and how they found it and you could even go to the extent of segmenting your lists and spending more on the people that really respond well to your content.
The possibilities are endless!
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