The Benefits of Running a Paid Ad Campaign to drive traffic to your Blog

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The Benefits of Running a Paid Ad Campaign to drive traffic to your Blog

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” (Content Marketing Institute, 2020)

There are different forms of content marketing such as Ebooks, infographics and video and the one we are all very familiar within the hospitality industry is blog content. 

Blog articles should form part of your content marketing strategy as they help drive inbound traffic and organic SEO and assist in converting and nurturing your audience into valuable customers.

Blog articles educate your customers and assist in making up your customer baseline but the effectiveness of a blog can be enhanced by integrating it with a pay-per-click (PPC) advertising campaign.  This will result in gaining more traction and traffic, faster and at a manageable cost, and will gain long-term results.

What is Pay-Per-Click (PPC)

Firstly, we must understand what pay-per-click advertising is?  Pay-per-click or otherwise known as PPC is a form of search engine advertising.  “This is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. It is a way of buying visits to your site, rather than attempting to “earn” those visits organically. 

A budget for the campaign is normally predetermined by the advertiser and PPC campaigns can be split into brand and non-brand campaigns. It is important to track and measure the performance of the campaign and this can be done by measuring your conversion rate. 

This can be measured by dividing the total number of conversions by the total number of clicks your campaign received. The ROI can then be determined by dividing the total revenue by the total spend i.e., 1:15 for every €1 spent the PPC campaign earned €15” (Ailbhe Stephens e-book 2021)

PPC advertising benefits: 

• Gain immediate results
• Contributes to increase overall website traffic
• Assists with Brand Awareness
• Targets customers in real-time
• Lead generation
• Generates high return on investment
• Adapts to algorithm changes on search engines 

Action points when integrating your Blogs with PPC Campaign Strategy:

• Produce high-quality blog content
• Promote your best-performing articles by using PPC ads
• Capture reader’s email addresses
• Retarget recent visitors with more PPC ads
• Follow up your campaign with an email marketing campaign driving long-tail conversions.

In order to be successful with content marketing in areas such as blog articles, it is not necessary to use PPC as good content can result in good organic results however this can sometimes take time to see these results,   So, if you wish to gain traction at a faster pace and drive traffic to your blog and achieve quick results running PPC online advertising is certainly the option you should consider!!

For more information on the benefits of running paid adverts in the Hospitality Industry read more Premium Digital blogs.

Premium Digital Working for Success in Hospitality.

Written by Ailbhe Stephens

Canva. 2022. Copy of The Key Drivers in Digital Marketing – US Letter by Ailbhe Stephens. [online] Available at: <https://www.canva.com/design/DAEgooFhcp4/PdhNY-_sfeiJMf_P4afyQw/view?utm_content=DAEgooFhcp4&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton> [Accessed 26 February 2022].