6 Reasons why *everyone should adopt the PPC approach to content

For every campaign started, there must be information.

The page/pages you direct traffic to all have one thing in common. Driving the user towards an end goal whether it’s delivering information or to sell a product or service.

With PPC campaigns, there is an express need to communicate maximum value to the user as quickly as possible – because you’ve just paid for them to be on your website.

  1. Give them what they want – now!
  2. Clear calls to action & formatting
  3. Familiarity – it’s uncharted territory
  4. Evidence-based testing
  5. Show me the value
  6. Conversion machine

1) Give them what they want – now!

The reason we all use Google is because it gives us what we want, really quickly. When was the last time you clicked onto page 2 of Google?

Whilst Google may err in their evaluations of what things they look for to decide what should make a page rank better, the central concept they put front and centre of all of their products/services is providing the user with the best, most relevant information for their requirements as quickly as possible.

How do you find what they want? This information can be discerned from competitors, keyword analysis, industry trends and some A/B testing.

2) Clear calls to action & formatting

It may seem obvious what you want to do, but to the user, the next steps could be unclear.

Steve Krug’s invaluable UX work ‘Don’t Make Me Think’ highlights that the majority of users do not read, most scan for information using formatting and colourful calls to action to direct them towards the info they want, or to be told where to go next.

3) Familiarity – it’s uncharted territory

On your website, you know what comes next in the process. Your customers don’t.

Visitors of all ages, experiences and understandings will use your site – so signposting is essential.

If we highlight an aspect of a business/product/service within a PPC ad, we want it to be on the page you’re taken to.

If you use an image as a link in a web page, it needs to be featured on the page you’re linking to. This is vital if you have a visually busy or information heavy page structure.

Ultimately, whatever was in your image was what enticed the user to click it – this means they want to see it or find out more, so give it to them!

4) Evidence-based testing

Digital marketers have a wealth of tools at their disposal in 2017.

Google Analytics for hard and fast information to back your decisions.

If there’s a problem, session tracking is widely available from the likes of Inspectlet and Hotjar being 2 of many available – being able to monitor how users ACTUALLY will often reveal many nuances that could not be anticipated during build.

Using the data from Analytical tools, should drive your content, not personal preference.

A/B testing can also end the umming and ahhing over the best solution for your pages – as long as you are clear and focussed on your aims for the page.

5) Show me the value

The point made in #2 – people don’t read – is key to explicitly pointing out WHY your product/service/information is the best. If users can’t easily see the value, you’re relying on them to have the time and patience to find it.

Even if your value proposition is more brand-based the days of pages of self-indulgent waffle are becoming a thing of the past.

Simple formatting like bullet points and numbered lists instantly stand out to users and deliver the information

6) Conversion machine

Even if your site exists to inform the masses rather than sell directly to them, you should look to be ‘converting’ your users as efficiently as possible.

Classically a conversion will be a sale or enquiry, but if you exist to spread information – your conversion point is delivering that information to the user.

Using the evidence-based approach, you can find what your most effective methods are and adjust your site to ‘convert’ as many users as possible.


Not all content can be treated in such a malleable way.

From an SEO perspective, if you’re looking to maintain rankings within a competitive environment, more consideration needs to be attributed to the changes you make.

However you can still use the over-arching themes to create new content to ensure efficient conversions.


Shorthose Russell.