Content or PPC Advertising? The Ultimate Comparative Guide

Share on facebook
Share on twitter
Share on linkedin
Compare PPC Content

Content or PPC Advertising? 
The Ultimate Comparative Guide

Did you know that email marketing is the most popular kind of content marketing?

Curious about whether to pick content or PPC marketing for your business? You might be quick to choose PPC marketing, but why not choose both?

They can work together and give you great metrics and increase sales.

In this article, you’ll get to explore the similarities, differences, and how they work together effectively. Read on to explore information that’ll help you come up with your future marketing strategy, that’ll bring you promising results.

What Is Content Marketing? 

Content marketing is a way to build a future audience. It’s a way to pique their interest and motivate them to buy your products. Outsourcing your content can reduce your marketing budget, letting you distribute funds in other places. When you outsource workers, they tend to be more productive as well.

This equates to higher content at a lower price. 

The different types of content marketing are:

  • Videos
  • Blogs
  • Podcasts
  • Email newsletters
  • Physical books
  • Ebooks
  • Images
  • Other newsletters

You can find it on almost every website you visit. 

keyword researcher

Create Keyword Research

Before starting content or a PPC ad, it’s vital you first do keyword research. Think about any keywords someone will be searching for such as plumbers in my area, or ballet slippers near me. If you’re an online store, you won’t use the terms in my area or near me in your keywords. 

Create a Campaign

Take a look at your keyword list and analyze the data. You can then create your ad groups. Create your ads around your keywords and a chosen theme. 

Create a Split Test 

When starting a PPC ad, you’ll want to do a split test to see how it performs. This will give you the data you need in order to make any improvements necessary. 

You’ll want to test:

  • The price-15% off vs $25 each
  • Ad title-How to fix your plumbing issues vs 5 plumbing issues you’ll want to fix today
  • Credibility-BBB accredited or Since 2005
  • Call to action- Click here, call now, contact us today
  • Offer- free products vs free consultation
  • Display URLs-If it’s customized, sometimes that’ll boost click-through amounts

This will tell you what works and what doesn’t. If you’re running multiple ads, you can then decide what to put more money toward, and what to quit. 

What Is PPC Marketing?

PPC stands for pay-per-click advertising. It’s a great way to get conversion metrics and grow your channel. It’s vital you have planned out tactics for this method to be successful. It’s best to hire a marketing professional to explore the best options, and make them come to life. 

In PPC marketing you’re only charged when an ad is clicked by an online user. You can find many PPC marketing campaigns on Bing and Google. 

This is a way to have your product or brand as an ad, and target a behavior or keyword. 

A one-stop digital agency such as ours will understand the importance of combining PPC with content advertising. 

Different types of PPC marketing ads can include:

  • Display Ads
  • Text Ads
  • Shopping Ads

Display ads examples are a motion graphic or image. If you’re running a PPC platform, there are normally content and size requirements you’ll need to comply with. 

You’ll find display ads on websites that your target market goes to.

Text ads are written ads. You’ll normally find them on search engines such as Bing or Google. When someone types a keyword into a search engine and you have that keyword in your ad, they can happen upon your ad. 

Shopping ads usually appear after a search is done through a shopping or search engine. They’ll show the product, specifications of it, and the price. 

Can You Still Connect on Facebook? 

girl connecting on facebook

In 2018, Facebook had 100 million users, but in 2019 that number doubled to 197 million. Facebook is still great to use ads for increasing traffic to content. To determine if an ad is doing well, we recommend taking a look at your revenue. 

A profitable campaign will have $4.00 or more of revenue that you receive for every $1.00 you spend. It’s a great way to drive clicks, and the more clicks, the highlier likelihood of sales. Having strong and enticing content will increase the chances of them clicking.

When they click on your ad, make sure you have high-quality content to entice them to buy. Currently, 1.6 billion people are connected to a small business on Facebook!

While you’ll want to pay for ads on LinkedIn, Twitter, Facebook, etc. you should still be building meaningful connections with your audience. It used to be easier to connect with your audience on Facebook, but now with updated algorithms, it’s a bit trickier. 

Social media is great for building human connections, not just trying to sell your products. When people trust you, that’s when they’ll buy from you. 

You’ll want to connect, engage, and create on social media. 

Connect with your followers and fans. Any questions they have, make sure you answer them. Provide solutions to any problems they have. If you can, offer them discounts and different deals. You can even start a group to connect with them. 

Find experts in your field on social media. Make sure you read their books and write reviews. Comment and share their posts. This will increase your chances of others stumbling upon your page from the expert’s page. 

Ensure you’re always creating meaningful content on social media. If there’s someone who you can tag who influenced you, make sure to do so. Then your post will show up to their followers as well. 

pros and cons

Content Marketing Pros 

It’s vital to understand that both PPC and content marketing have their own pros and cons.

A major pro of content marketing is the fact it brings you more leads. When your content is ranking, then organic searches will bring you higher-quality leads than PPC ads. 

Higher-quality=higher-conversion rates (sales). 

When you have quality leads, they’re more likely to buy. This is also a great option for when you have a limited marketing budget. You can do well in your marketing efforts with planning and strategy.


Of course, there are upfront costs, but you pay once and then you’re set. When content is published, it can increase the search results. This can increase your leads and clicks.

Content Agencies

If you’re stuck and not sure what content to write, there are content agencies out there. They’ll find a strong writer for you to meet your needs. They’ll make sure to offer you written content that also keeps your brand in mind. 

Agencies will also vet the best for you. They’ll ensure that the writer they choose for you is skilled in the research and writing necessary. 

Content Marketing Cons

Content marketing is something that you won’t see results right away in, it takes time to build. When you see ROI, that’s when it’ll snowball and increase. Old posts that you wrote can still attract web traffic. It’ll take you longer to get to that ROI, but it’s worth it in the end. 

Hard to Find Qualified Writers

Let’s face it. On your own, it can be difficult to write the content or to find qualified writers. You could find someone who shows you some samples, and you can trust them, but then the writing isn’t converting. That’s why it’s vital to trust a digital marketing company to make sure your content converts.

man writing

You’ll want someone who has experience in converted content and is strong with SEO. SEO stands for search-engine-optimization. This is when you type in a keyword, say baseball hats near me. You’ll expect baseball hats in your area to come up, not say, ballerina slippers. 

A strong digital marketing agency will ensure your content is SEO-optimized to bring in organic (non-paid) traffic from search engines. 

PPC Advertising Pros

If you’re looking to be at the top of Google, and for your ad to be the first thing seen, PPC advertising is for you! You’ll still need strong SEO in your ads to have them convert. The amount you pay for PPC advertising can be worth it.

Content marketing and PPC advertising tie together. You can have an ad on Google that people click on, and maybe it leads to your product or an article. Whether it’s a product or not, you’ll want strong content that’ll attract a potential customer to buy. 

PPC Advertising Cons

So PPC pricing can be a pro or con depending on your industry. Some fields have more competition than others. The CPC (cost-per-click) can vary, so speak with a digital marketing professional about your best options.

Which Is Better? 

Now that you’ve explored a comparison of deciding between content or PPC marketing, you should see it’s vital to combine both. Are you ready to take your business to the next level and have increased sales?

Contact us today, and we’ll come up with a carefully planned out marketing plan for your exact needs. 

Share on facebook
Share on twitter
Share on linkedin

Let's Connect