Google Search Ads

Don't forget search advertising as a way to promote your content! Search engine marketing can generate leads through content offers, particularly if your content relates to popular searches. There are some simple ways you can use search advertising to drive more leads.

57. Do promote content offers with search ads

Probably the most common way of generating leads is through content offers. Don't forget search ads when deciding your strategy to promote this content: if it solves a problem or answers a question, there's a great chance that people are searching around these topics, so maximise your results by running search ads.

58. Target your competitors’ brands

A great approach is to target searches for your competitors’ brands. If you're trying to persuade the audience to switch supplier, then engaging them when they're searching for information about your competitors’ products is a great way to do this. Don't forget, you can't use competitor trademarks in the advert text (although you can bid on searches for trademark terms).

59. Answer important questions

Search is a great way to identify the questions your audience is asking. Using search intelligence, you can find common search terms that relate to the questions your content can answer. If you do this, don't forget to advertise on search engines around the questions you are answering.

60. Long-tail searches work best

The more specific the search terms you bid on, the more effective your campaign. However, these long tail searches often have relatively low search volumes, so be prepared to run your search campaigns for a longer time. We see some “evergreen” campaigns on search that consistently generate leads quarter after quarter.