We have previously written a beginners guide to Google Adwords. This gives a fantastic overview of the basics, like setting up an account, what Adwords is and best practices.
If you are not familiar with Adwords, it is worth giving it a read first. This post will make little sense if not! If you are, then scroll on down…
There is a huge opportunity to promote your articles via paid search that many advertisers and content producers are missing. Many advertisers like to stick their money were the conversion is, and will put their budget towards high volume, high competition keywords.
Taking a holiday company as an example, their focus is on keywords such as “Holidays in Europe” – searches that users are likely to book a holiday from.
However, taking a step back, there is an opportunity for bloggers to get a share of the pie; you just need to be smart about it.
So with the big advertisers with their big budgets bidding on these big keywords, where can a blogger add value?
Sticking to the holiday example, as well as a user searching for “Holidays in Europe” they may also search for “best beaches in Europe” – for searches like this you will find competition is low. A big advertiser tends to ignore bidding on these keywords, for two reasons. Firstly, they will have to create content to cater for this search term, which in a big organisation is easier said than done. Secondly, they don’t see the bigger picture. They feel that searchers are unlikely to book a holiday off the back of this search term, so don’t bother with it.
What they fail to see, is that this can be an excellent awareness generation exercise. Bloggers can capitalise on this by promoting their content for such searches.
To keep it simple below are some examples of search terms an advertiser would bid on, and the search term bloggers should bid on:
Advertiser: “Holidays in Europe” Blogger: “best beaches in Europe”
Advertiser: “buy shoes” Blogger: “2016 shoe trends”
Advertiser: “Gifts for boys” Blogger: “gift ideas for boys”
In a nutshell, the advertiser will go for the big converting keyword, leaving the blogger to pick up the less competitive, research based keywords – allowing them to get their blog in front of a new audience.