Our SEO blog is designed to help San Antonio businesses make sense of the online world and learn how to market their business online.

Content Marketing’s Integration With Online Advertising

In this article, I will explain how to make sure your content marketing strategy is successful, memorable, and how to best incorporate your content into PPC online ads.

Before you start your search, you need to fully explore your buyer personas. It is not enough to simply hit one target. You will need to broaden your research. You will need to analyze the mindset of your audience, which will help you create a strategy that resonates with them on a deeper level. 

You will also want to look at the entire buyer journey, work for optimal channels, and create a strategy that takes account of the nuances of each online advertising channel. Look at how your audience interacts with your content and how you can create a strategy that builds loyalty and adheres to the intentions of your audience. 

In a similar way, look at your paid search counterparts to see where their similarities live. You can use their behavior for segmentation. When you are looking over your ad copy, pay attention to the following criteria:

Make sure the landing page and ad copy are relevant to the search query. The ad copy and the landing page copy should include the search query in the headline, copy body, and the 3rd line of text. If you’re able to, try to include it in your CTA and the URL of your landing page.

Make sure the ad copy and the landing page copy flow together. You want a person who clicks on your ad, to feel like the page they’re taken to is part of the same experience.

Include a call-to-action for each ad copy. 

Here is a great example of an AdWords ad copy: “When it comes to SEO, it is valuable to know how to explore the nuances of each search engine and navigate its search results.”

The ad copy that appears at the top of each search result page is an essential part of SEO. 

Pay attention to your buyer’s journey in the checkout process, during the checkout process, and even before checkout. Your goal is to identify gaps in your customer’s search journey and invest in ads that capture phone and cart data from potential customers during the early stages. 

Make sure you have an ad copy that efficiently summarizes your shopping cart in order to convert the most people when they land on your sales pages. Also, during or after checkout test out different bump offers and upgrades. Include links to other important marketing and sales funnels.

Make Your Roof Top Queries Visible in Search Results

If you want to maximize the turnout of your Roof Top campaign, you need to focus on “hard-to-find” keyword phrases. The most prominent of these is a “finding” keyword phrase. It is something that people search for when they want to look for a specific product or service that might be relevant to them. 

In one of our Roof Top campaigns, we had a slew of queries like “find free RV tires,” “where to improve my RV,” and “how to change your RV”, all of which are very general phrases. Our primary goal with creating the ad was to directly appeal to our blog readers, telling them that we have solutions to RV homeowner’s needs. 

While the target keyword may not be as important as the helpful content that we want to rank for, it doesn’t hurt to include a qualifier that is very close to the heart of your niche. Including keywords that resonate with your target market as part of your ad copy is critical in helping users find content that is most relevant to them. 

If you are an e-commerce brand or a local service business, you shouldn’t skip this crucial step as incorporating terminology into your ads that your target market understands will greatly increase the effectiveness of your online ads.


There are a ton of things that you should be doing when integrating online advertising into your overall online marketing strategy, but here are some that I can think of off the top of my head.

You can use the following list to get you going in the right direction.

  • Analyze search terms
  • Reinforce the decision
  • Compare with competitor’s ads
  • Test any major variations through A/B testing
  • Identify KPIs
  • Design test
  • Track the results

Hopefully, you can use some of this information to have huge success in your online advertising endeavors!