The Search Marketing Advisor Newsletter Article:
May 2008, Volume 7, Issue 5

Getting the Word Out: How Paid Search Complements New Site Content

by Fred Caloggero, Search Marketing Analyst, iProspect

Good news! You have new content. Maybe it's about industry developments, new products, or current events. But regardless of the topic, you need to get the word out. But how?

Surely, SEO will play an important role in the process as it will help people find you with search queries, but its results are often slow to materialize. With new content, you need something quicker. Something that will get your audience in front of the new content you just put the time, energy, and money into creating. Fortunately, paid search or Pay Per Click Advertising (PPC) can do just that.

Chief Benefits
Without question, PPC is one of the quickest ways to drive traffic to new content. In fact, it will get the job done whether your site is fully optimized, in the process of being optimized, or not optimized at all.

But there's more to it than that.

Leveraging PPC to gain exposure for new content can also increase brand awareness and help you get a leg up on your competitors. How so?

While driving traffic to a site that is not fully optimized for search engine spiders may not be ideal, at the end of the day, the content is designed for a living, breathing person — someone who may ultimately purchase your product, subscribe to your magazine/newsletter, or request information about your company. Getting that information to them quickly could mean the difference between gaining conversions and losing them to a competitor.

On top of that, getting exposure for your new content through PPC can also help demonstrate your organization's desire to stay current and knowledgeable about the latest industry trends and issues, while at the same time understanding and addressing the wants and needs of your customers.

Keys to Success
Now that you know the benefits of this strategy, it's time to put it into action. But before you jump in, think about the following: Who is your main audience? What is the competitive landscape for your keyword phrases? And how can you differentiate your ad from your competitors?

Once you have clarity on the above, there are five steps to driving traffic:

Generate an expansive list of keywords that encompasses all areas of your new content.

Create ads that will: effectively represent the new content you are attempting to showcase, differentiate you from competitors, and appeal to users.

Make sure that all landing pages are relevant to keyword phrases.

Ensure that bid structures will not just sustain minimum bid amounts, but will also place your keywords in high visibility positions.

Monitor keyword performance. Check weekly performance numbers, in terms of impressions, clicks, click through rate, conversions, etc. Don't be afraid to pause keywords or boost your bids in order to optimize your keyword set.

Again, if you've invested the time, energy, and money into developing new content, you need to get the word out. And leveraging PPC is one of the best ways to get the job done. Quickly.

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The Search Marketing Advisor Newsletter Article: May 2008, Volume 7, Issue 5

Getting the Word Out: How Paid Search Complements New Site Content

The Search Marketing Advisor Newsletter Article:
May 2008, Volume 7, Issue 5