The Complete Guide To Building Your Blog Audience

The Complete Guide To Building Your Blog Audience

Written by Neil Patel & Aaron Agius

Chapter Four

Paid Search

Paid search aren’t options many people discuss when they talk about blog marketing.

Paid options can be a great source of traffic for your blog.

But as with all the lessons in this guide it’s about the right kind of traffic.

With paid search you can get the right kind of traffic for your blog. Not only can you get the right traffic, you can get lots of the right traffic.

With paid search, though, you’re spending money on top of your time so the stakes are high.

In the following sections we’ll cover the biggest opportunities you have to market your blog posts using paid search.

Google AdWords

There are a ton of good posts out there about how to effectively use Google AdWords so we won’t focus on the things that have been said before.

We’ll focus on a single strategy that will help you promote your blog posts instead of a general website or ecommerce store.

Step 1 Publish A New Post

You can use this tactic for every one of your new posts since a key component of blogging is to publish only valuable blog content.

Step 2 Select Only Specific Keyword Phrases

The biggest and broadest keywords are expensive per click. That’s no surprise.

For blog marketing with paid search you don’t need a ton of traffic to make your efforts effective. You’re trying to get the right kind of people interest in your posts and your brand.

Look for terms that have low competition (instead of high or medium). These terms will usually have less than 1,000 monthly global searches and even less in your local area, which is your local country.

It’s important to determine if you are targeting global readers or readers in a specific location. Only you can determine where your absolute ideal readers are located.

AdWords provides you with the Keyword Planner.

You have a couple ways to build your campaigns.

First, enter in the URL of your post. Google will suggest ad group ideas as well as keyword ideas for campaigns.

Second, enter in keywords you want to target with the blog post.

Form your keywords and the suggestions you can build your campaigns.

Ideally you want keywords with high traffic and low competition, but this is obviously not always possible. If you feel strongly about a certain keyword with high traffic that also has high competition you can invest in the cost per click (CPC) to get the traffic.

Step 3 Create Simple, To-The-Point Ads

The best ads, like the best blog headlines, touch on key emotions with potential readers.

Your ad headlines and description will need to be even shorter and to the point than your blog titles.

Create a title that describes exactly what the post is about. Then in the description, describe what the main benefit is for the potential reader. Write the description as an offer to the person looking at the ad.

Here is an example:

Search Term:
Social Media For Business

Ad Headline:
Social Media For Business

Ad Description:
Connect With Your Customers On Google+. Get Your Free Google Business Page.

That’s an ad created by Google for Google+. It’s clear what the ad is for. It speaks to the person seeing the ad and makes a clear offer.

Step 4 Turn Off The Content Network

Go to Campaign Settings and choose Google Search Only. The default is for Google to show your ads both in search and on its content network, which are the sites that have AdSense. It’s best for now to focus solely on the paid search part of AdWords. Once you master search you can move into the content network.

Step 5 Learn What Works And Create Content Based On Your Findings

The popular advice for using an ad network is to test like crazy. Obviously you’ll want to test to see what kind of ads work best for your content.

But here’s another piece of advice.

As you see the type of ads and type of content that do best on Google AdWords and other networks, create specific content based on your findings.

Million of people use Google to search for information. For many search results, paid ads take up the majority of what’s above the fold.

If you see that some of your posts are doing better than others or if you notice an opportunity to create something more relevant and more appealing to searchers then create specific content for specific keyword phrases.

Then you can target the term for both organic and paid search.

Step 6 Bid On Competitive Blog Keywords

Do your competitors have a lot of traffic for their brand name on Google? If they do you can target those keywords with the ads you use to send traffic to your blog.

Your competition likely doesn’t use AdWords to promote their blog posts so there probably won’t be much competition for the ads on their brand-related blog keywords.

When you put an ad up for their brand term the searchers will see your relevant post and go to your blog post instead of to your competitor’s blog.

Yahoo Bing Network

More than 163 million searchers use Yahoo and Bing each month. Of that number, 54 million don’t search using Google. In some cases, the Yahoo/Bing network is cheaper on a cost per click (CPC) basis too.

When using paid ads to market your blog posts, don’t get forget about Yahoo and Bing.

For this section, though, we’ll share a few steps for using the Yahoo Bing Network to market your blog posts with paid search.

Step 1 Broaden Your Keywords

With Google, costs are competitive. More brands use Google to attract visitors to their websites and landing pages so the costs are high.

On Yahoo Bing, things are less competitive. For your blog marketing efforts this means there is an opportunity to focus on the broader search terms.

Use the same keyword research you do for organic search and for paid ads. Target broader keywords with more potential traffic payoff than you would on Google.

Step 2 Location Target To Get Your Exact Customer

Do you know where your best customers are? With Bing Ads you can focus on specific locations to promote your blog posts. Most local businesses focus on promoting their business pages, but there are plenty of searchers looking for lists of things to do in cities and states.

Use the Geo-Targeting feature on Bing Ads to promote your top list blog posts. There will be very few, if any, other ads with this type of content.

2nd Tier Networks

There are still a number ad networks out there although Bing Ads and AdWords are the biggest. There is some opportunity with 2nd Tier Networks.

Here are two steps for using two of the more popular 2nd Tier Networks.

Step 1 Lijit

Lijit has an extensive content publisher network. As an advertiser, you can target specific sites and specific audience types. Since you’ve done the work in this guide to build a profile for your target audience you can use Lijit to target that exact person.

The ads you use on Lijit will show on publishing sites similar to your blog.

To take the most advantage of Lijit, create ads that promote your blog content as a type of “Related Posts” or “Related Content” ad.

Your titles need to hit on the common emotions of potential readers:

  • 11 Surprising Ways Homeowners Can Lose Everything
  • How To Avoid An Early Death
  • Study Shows Unexpected Answer To The Job Crisis

Step 2 Chitika

Chitika seems to have a large collection of blogs in its publishing network. They are also heavily focused on mobile ad delivery for advertisers.

Since Chitika is making a push with mobile it makes sense to test mobile ads on this platform. Blog posts continue to be popular with mobile users so there is reason to believe you can have success by promoting your popular blog posts with mobile ads on other popular blogs.

Step 3 7Search

7Search has a network of websites that use the 7Search search box for internal search. 7Search displays ads along with the internal website results.

The keyword traffic isn’t as high as Google and Bing, but it’s still an opportunity because of the low keyword bids.

Putting It All Together

Using paid search is not the first thing people think about when it comes to promoting their blog content. For that reason alone it’s an opportunity for you to gain an advantage over the competition.

By using the strategies above you can ease your way into the paid options for marketing your blog content. It will help grow your blog traffic bringing more leads and sales to your business.

Here is a recap of the steps to take.

Step 1 Use Exact Match Headlines On AdWords

Match your ad headlines to keywords. Then use the description to make an offer to the searcher.

Step 2 Target Specific Keywords On AdWords

AdWords is the most competitive ad network. Target specific keywords for the most success.

Step 3 Broaden Your Keyword List With The Yahoo Bing Network

There is less competition on Yahoo Bing so you can focus your marketing efforts on a broader list of keywords.

Step 4 Use 2nd Tier Networks For Niche Ad Services

2nd Tier Networks like Lijit, Chitika and 7Search have extensive publisher networks. Target specific sites and build your ads to look like “Related Posts” on those posts to earn traffic.