Pay-per-click advertising works for various businesses despite their size. It is a lucrative way to get more leads and make more money. What many small business owners get wrong, however, is not combining their content marketing with their paid online advertising strategy.

While PPC is a great way to advertise your business to people who are looking for the products and services that you offer, you will get a lot more bang for your buck if it is combined with a content marketing strategy. When you create content based on niche long-tail keywords, advice blogs that educate your customers or how-to guides, you will be able to create different PPC campaigns that are tailored to these pages.

One of the quickest ways to throw away a hot lead is to direct them from a PPC ad in their Google search results to the home page of your website. If you sell used sailboats and have articles about buying used sailboats, a 10-point checklist for buyers or how to refurbish sailboats, you can create ads that speak directly to this content.

The reason why combining your content marketing strategy with PPC is so powerful, is because people are searching for information online. Very few people open a search engine with the intent to buy someone. A PPC ad can put your content front and centre so that you can start to build a relationship with a potential client, give them the information they need and showcase yourself as a leader in the industry.

Contact WSI OMS to help you manage paid online advertising, PPC and digital marketing efforts.

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