In earlier articles about content marketing, I talked about the content audit, audience research, and timing. In this installment, we’ll cover the buyer journey, and how content works with PPC along the way.
So what is the buyer journey anyway? At gyro, we define the buyer journey as the stages a potential buyer goes through on their way to making a purchase decision. In general, the buyer journey starts with awareness, and moves through consideration, decision, and demand generation.
You’ve probably heard about the buyer journey stages before, and how content fits into them. But how does PPC work with each stage?
Let’s step back for a minute and think about keywords. Keywords also follow the buyer journey. Think about someone who is buying a house, for example. Someone who is at the beginning of the journey may just search for “houses for sale in Chicago,” for example. They may not even include the location in the query and just search for “houses for sale.” As they move through their decision process, searches will get more long-tail: “3 bedroom 2 story in Lincoln Park,” for example.
At a high level, when structuring your PPC campaigns, you’ll need to match the landing page content with the search query. So for the “houses for sale” query, you’ll show them a broad page with general info about houses for sale in Chicago, from which they can narrow their search. Or maybe you’ll serve up a brochure or white paper about buying your first home.
On the more specific queries, you can show them individual houses that match their search queries: a page of 3 bedroom, 2 story homes, or if you don’t have any, the option to sign up for email notifications for when a new listing comes on the market.
The point is to think about matching your content to the buyer journey. Early-stage searchers will want to see content that informs and educates: white papers about your product or service, informational videos, etc. Mid-stage searchers may be interested in buyer’s guides and e-newsletters. And those near a decision will want to see product reviews, demos, and free trials.
Use your content audit to map content to your PPC campaigns, ad groups, and keywords. I like to create a spreadsheet with campaigns, ad groups, and relevant content. The spreadsheet will guide your landing page creation.
To Gate or Not To Gate
Whether or not to gate assets behind a registration wall is usually a lively discussion between clients and PPC & content experts. There are pros and cons to every approach. My general feeling is that if your goal is lead generation, you should gate most, if not all, of your content. Some are in favor of leaving awareness content ungated, and then gating consideration and decision content. I’m ok with that approach if you include remarketing as part of your strategy. If you need to drive leads, and you paid for visitors to come to your page via PPC, it usually doesn’t make sense to let them “get away” without collecting their lead information. Tagging them for remarketing later on is a good way to do this without forcing a form fill on them.
As with all things PPC, test it! Create multiple versions of your landing pages, and test the impact of gating vs. not gating. Make sure to track your visitors all the way through your sales pipeline, not just the initial lead. You might find that your first-time lead conversion rate is lower with gated content, but you get more qualified leads that ultimately filter through the funnel.
Test The Content
It’s also important to test different types of content to see what performs best at each stage. What makes sense for one advertiser may not be effective for another. We’ve found that informational content like white papers work best for awareness, but that’s not true for every advertiser. Test and track each content type very carefully.
And, as I mentioned earlier, try to track your leads all the way through the buying cycle. Use a CRM system to help you close the loop – there are several good ones out there at different price points. Following leads all the way through to close will tell you not only what drove leads, but what drove sales – all the way back to the keyword.
Finally, make sure your keywords, ad copy, and landing pages align, as mentioned earlier. By thinking about your potential customers and how they search throughout the buyer journey, you can create a PPC campaign that ultimately drives a good volume of leads.