Regardless of the size of your business or the industry you operate in, it’s worth finding new ways to market your brand. “Pay per click” (PPC) is one of the most popular and profitable ways to get the most out of your content and engage new and existing audiences online. Especially if you combine content marketing with PPC, the result of your sales will be more efficient.

Payperclick can be a powerful advertising tool at your disposal if you combine it with the right content marketing strategy. To that end, let’s take a look at some steps and guides that will help you integrate PPC into your content calendar for higher levels of engagement and revenue.

Read also: What Is Pay Per Click Advertisement And How It Works

In this article, it will be explained how to combine content marketing with PPC advertising. 

Is PPC a Content Marketing?

Content marketing is a form of “inbound marketing”, but one of the most important inbound marketing tactics that lays the framework for the larger inbound marketing strategy as a whole.

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PPC stands for pay per click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

The combination of content marketing and pay-per-click advertising allows you to leverage your content marketing strategy while waiting for search engines to catch up and start delivering those search results.

Read also: What Is Pay Per Click Advertisement And How It Works

How to Combine Content Marketing with PPC

Here are several methods you can follow on how to combine content marketing with PPC advertising.

Use PPC Ads to Bias People Toward Your Brand

Contrary to popular belief, research has shown that paid advertising actually helps drive clicks to organic listings, rather than removing them. 

This is because people who see paid ads are more likely to remember your brand when conducting future research, even if they are not aware of it. It is cheaper to keep an existing customer than it is to acquire a new one.

Deliver an Awesome Landing Page Experience

Even the most experienced paid media managers sometimes struggle to create landing pages that satisfy their customers as well as their vision. 

Content marketers are naturally great storytellers and are creative in their own right. Leverage your creative content to create a unique landing page experience that nurtures incoming leads through the conversion funnel. 

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Visitors who click on your ad are likely to review your website before converting. Consider the buyer journey by providing testimonials, user reviews, and links to relevant articles in addition to landing page content for visitors to read before making a purchase decision.

Not all visitors who click on the ad will make a purchase during that session or even that day. Providing quality, relevant content on your site will be a valuable touchpoint in your attribution journey to drive conversions.

Find Content Insights from PPC Keyword Data

If there’s one feature your SEO and PPC campaigns already share, it’s keywords. Leverage your PPC keyword data to find out which keywords are generating the most traffic and revenue. 

You can also analyze ad copy that is performing well and apply it to your organic content campaigns. 

Consider using keywords with commercial intent in your content to promote your services/products to customers. The branded keyword is very successful and has a much higher CTR than other standard keywords. 

Group your keyword strategy and pass the success of one campaign to another. Performs A/B testing to decipher which keywords are the most successful in each campaign.

Steal as Much SERP Real Estate as Possible

Of course, having two links on the same page will increase website clicks. This is especially important for mobile viewing where users tend to favor the best results and paid ads. 

In addition to increasing click-through rates on both lists, having additional links increases brand exposure and authority in the eyes of researchers. 

Promoting Content Using PPC

If you have a content marketing campaign, you may post content on your social media profiles. 

If so, it might be a good idea to see what has worked well across all of your social media platforms and then promote your top-performing content using pay-per-click advertising. 

This works well, because you take proven content that you know will work and spread it to more people, using PPC advertising. This increases the chances of earning a positive ROI on ad spend. 

One way to do this is to use the “Boost Posts” feature on your Facebook Page. Or you also can use LinkedIn Sponsored Updates. LinkedIn Sponsored Updates essentially work like a Boost Post ad does within Facebook.

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Pay-per-click advertising should not only be used to promote content. You can also use PPC advertising to get better content titles. You can use Twitter to help you do this.

Facebook Audience Insights and Twitter’s Tailored Audiences provide great remarketing tools for PPC ads or any promotional content. 

Leverage your PPC spending to build an audience for your brand and target them with different advertising campaigns based on your most shared and popular content.

Remarketing Content Marketing

You can also use remarketing as a key content marketing strategy to improve your search engine rankings. It may be difficult to name this part of remarketing, but many of the things we’ll cover are very similar to remarketing. 

However, there are several ways to do this. One strategy is to install a Facebook Pixel that tracks people viewing content on your site. This allows you to create a “Custom Audience”, consisting of people who have visited your site before. 

That way, you can drive content engagement pretty quickly. It can also improve organic search results. The fact that you are running this ad to people who were previously on your site also ensures that you are promoting your content to people who will be interested. 

Another content marketing strategy involves promoting “content updates” or “Whitepapers” to those who have read the content on your site but have not subscribed to your list. 

This will allow you to better monetize your site, as you will be able to attract more people to your funnel. This will also increase engagement for future content, as you can email your list whenever new content is posted. 

You can also use the methods above to serve targeted pay per click ads across multiple platforms.

For example, you could market to someone on LinkedIn and use the Facebook Pixel to track them once they are on your site. You can then market to that individual at the lower Facebook PPC cost. 


By integrating content marketing into your PPC campaigns and vice versa, you can leverage the strengths of each department to drive more conversions for your site and increase your brand affinity.

You can use several methods on how to combine content marketing with PPC advertising as explained above.

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