Exactly how Interactive Content Can Bring In More Qualified Leads From PAY PER CLICK Ads

Imagine an experience full of helpful tips to solve people’s problems with no relying just on sales techniques.

Pay-Per-Click (PPC) plus interactive articles can be strong allies. Your company can bring a lot more Marketing Qualified Leads (MQLs) and more revenue through a richer experience in your ad advertisments.

Many enterprises are trading regular, static landing webpages for amazing interactive encounters that engage visitors on a whole new level.    

As a specialist in interactive content solutions, Rock Content understands first-hand how the content material experience era is helping marketers to achieve better results with the customer trip .

We are also likely to discuss how to optimize Fb Ads, LinkedIn Ads, Search engines Ads, and native ads. Aligning your ads attempts with interactive content, your own sales team can collect first-party data and develop a a lot more tailored approach during discussions.

What Is Interactive Content

Interactive content is definitely dynamic materials that motivate user participation by offering different paths that the consumer can follow according to their preferences or desires.  

With such an abundance associated with content available online, the more appealing and interesting your content, the greater interaction and conversions you will receive.  

Have you ever used a quiz online or even come across a hot site full of buttons and spaces for you to put information? These are just two examples of interactive content.

But there’s much more. Some types of interactive content range from:

Interactive content allows you to get more comments from your users as it pulls important consumer data during content consumption, a bonus for the content team and your sales team.

What’s the Buyer’s Journey and Why is it Important to Content?

The particular buyer’s journey refers to the procedure, interactions and experiences your own potential customers experience leading up to a purchase of your products or services.  

The buyer’s journey could be the path that leads a prospective customer to make a purchase.  

These steps include:  

  • Awareness : The chance is aware of their problem plus needs solutions. Example: if you are a company that sells inventory control software, you can develop content like “Tips in order to organize your company’ s inventory”.
  • Consideration : The prospect is usually researching ways to fix their challenge. Example: a store proprietor identifies a problem in stock control and needs a solution. They start looking for content material like “How to determine the ideal stock for your company”.
  • Decision : The customer has enough information to make a well-informed choice.   Example: a store proprietor decided they needed software to control the inventory and start looking for options. They start comparing products. It’s time for you to offer comparison articles and even a free trial of your product.

Your priority would be to ensure that you have tailored articles for each persona at each phase of the journey.

If you want to purchase a new software, for example , you don’t want to know just the price. You’d like to know about the benefits, see reviews, or match up against other solutions.

Your content works in the same way.  

A person within the awareness stage isn’t looking forward to a pricing calculator , and a customer in the decision stage doesn’ t need articles about general industry trends.  

The Importance of Context within Delivering Persona Needs

Adding interactive content to your PPC technique seems like a match made in heaven.  

If you can generate more engagement in your advertisements and entertain your prospective customers at the same time, you have much more chances of success.

However , marketers have to use best practices to improve advertisements while using interactive content. When it’s obtrusive or situated in the wrong place, you can still lose potential clicks.

Native advertising is a great example of an immersive experience that does not interrupt or irritate your audience. It can be published online on a website using specific platforms meant for posting native ads upon large portals, such as Taboola and Outbrain. With native posts on social media feeds, marketers can post an ad that looks just like a regular user post.

Source: Taboola

Source: Martech

In addition to matching the tone and appearance of content, native advertisements aren’t a hard sell of the products or services, but rather a chance to increase brand awareness, impressions, plus website traffic while capturing consumer information.

Examples of native advertisements can include helpful articles or even listicles that are sponsored from your company; in-feed content; or even content recommendations.  

However, using interactive content, like quizzes, calculators or assessments allows you to capture first-party information smoothly.

Imagine reading an article about how to set your prospect goals, you might be interested in simply clicking the related content “ Lead Generation Goal Calculator” ?

Expand Your Content Reach and Save Money

Not only does interactive content have the potential to provide the right message to your market, but it also has a higher chance of being discussed and liked on social networking platforms . It helps a person, especially in the awareness and account phases.

When structuring your own PPC campaigns, you portion social ads by your personas . Additionally you use lookalikes and remarketing to impact people that currently visited your site. The truth: both you and most of your competitors are using comparable strategies.

People are affected by selection of advertisements and messages daily. With quizzes and calculators, they become even more engaged.  

When prospects get the content useful, they are more likely to share it to help their particular friends. With more shares, the particular reach of your content grows without having to pay more.

For example , this campaign from tequila producer Patrón was created for Worldwide Margarita Day. On Twitter, they promoted margarita recipes and asked the audience to vote. As a result, individuals shared, liked, commented, and interacted with the brand.  

Source: Cyberclick

Establishing your ads to get the best out of Interactive Content

How can you perfectly match interactive content and PPC?  

This starts with concentrating on and the buyers’ journey.

  • Awareness phase: Help prospects understand their problems. Segment your ads by your persona or even buyer’s lookalikes in Fb Ads or LinkedIn Ads. During this phase, interactive content makes the experience of knowing your brand more alive.
  • Consideration phase: Remarketing can help you re-engage the people who simply met your brand. Present these people to your solutions. Online experiences help your prospective customers to find a personalized solution that best solves their problems – and you get qualified prospects.
  • Decision phase: Remarketing is also a great strategy right here. You have, in general, the prospect’s contacts. So you can segment Facebook and LinkedIn to show ads just for people who visited a few important content that you sent by email, for example.

Get Your Users Interacting Right Off The Bat With Facebook Ads

Making sure that your landing page is in-line with your creatives is vital when setting up your ads. This is how you can create conversion advertisments on Facebook and Instagram that engage your viewers right away and seamlessly cause them to your content experience.

Carousel Ads

Carousel ads can be used to introduce the particular interactive experience. A CTA in the last card can immediate the user to continue the experience. Fixed “Conversions” as your campaign goal, so you can track the results and optimize your ads in the future.

Introducing your experience through a carousel can provide your prospects a better concept of what they can expect on your web page – and improve ticks.

Poll Ads

Election ads may kickstart user interaction to carry on on your content experience. Make use of “Conversions” as your campaign goal.  

You are gonna immediate your prospects to the encounter after answering the swimming pool. Then, you can put into practice the power of the Endowed Progress theory which says that people often continue working towards an objective they have already started acting in the direction of.  

LinkedIn Ads & Interactive Content: Generating High quality Leads 

LinkedIn feed advertisements are similar to Facebook feed ads, so the interactive content advertising strategy there will have a similar approach.  

The most significant distinction in LinkedIn is the ability to use conversational ads. You are able to send an offer directly into your own prospects’ inboxes. It’s excellent especially if you’ re a B2B company and aim for more quality than quantity.  

Take this Rock Content material campaign as an example. We developed an interactive experience to assist marketers with their ABM methods. The number of MQLs generated overtaken our expectations.

To reach our target audience, we created a individualized audience on LinkedIn searching for marketing managers, a concentrating on function that is a LinkedIn differentiator. Then, we promoted a good advertisement linking to our interactive experience.

It’ s difficult for our persona to not connect to this ad. We deliver exactly what they seek, straight to their inboxes. So , the consumer informs his challenges within the ABM strategy; we after that send him a custom made plan based on the responses; lastly, we get leads.

Using WEB ADDRESS Parameters to customize your Interactive Experience

Another way associated with matching PPC and online content is customizing the actual see by what you know regarding visitors. With the tool, you can adapt the page to show different content to different customers depending on geographic location, looked terms, and many other conditions.

This means you can create a PPC marketing campaign for users in a country and show a tailor-made getting experience depending on the state they may be accessing from, for example.

Or, using Google Ads, adjust your headlines due to the search terms on Google. For that, use WEB ADDRESS parameters through ValueTrack Parameters .

Interactive Content and Transformation Rate Optimization (CRO)

Getting clicks on your ads is one thing; converting in your landing page is another. Conversion Price Optimization (CRO) is an on-going process: your work is never done, but you improve it along the time through data.

A good interactive content platform provides the ability to do A/B testing. So , you can find the best-performing version of your content improving many variables, such as buttons, texts, and pictures.

Example of A/B testing operating on Ion

Real-life Examples of CRO

To enhance the performance of your advertisement, you need to increase the conversion price on your landing page. The bigger percentage of visitors that take the desired action on your site, the better.

If you use a well-constructed interactive landing page, you can tag all visitor behaviors: buttons clicked, sections accessed, quiz or form answered, etc .

This data can help you with remarketing campaigns and with effective insights that can drive up your conversion rate .  


Rock Content includes a robust content experience system, Ion . We have more than 2, 1000 customers, including enterprise-level manufacturers such LinkedIn, Dell, Spotify, Oracle, DHL, and Salesforce.  

Below are some examples of how companies using Ion been successful. Unfortunately, because of the sensitive character of the information, we have non-disclosure agreements (NDA) and are not able to show the names of the brand names.  

A company wanted to decrease its cost-per-lead on PPC campaigns and improve its conversion rates. We helped them save over US hundred buck, 000 per year and enhance their ROI by 291%.  

This was accomplished when we developed 330 highly-targeted landing web pages for their ads and utilized A/B testing to compare the particular performance of different visual and copy elements for each web page.

A massive number of landing pages wasn’t the only solution, nevertheless.  

Another customer using the same problem only produced four campaign-specific landing webpages but used A/B assessment to identify if a single squeeze page or a more complex conversion path would be better. They improved their conversion rates by 280%.

And a third customer saw a 22% improvement on the Google Ads quality rating. We focused on mobile-specific AdWord campaigns and landing pages. The conversion rate improved 40% and the cost-per-conversion decreased 51%.

Keep Delivering Value with Your Ads

Marketing is all about delivering more value to your audience and customers by helping them solve problems.  

That can be done that with interactive content, which gives your leads and prospects more engaging material that addresses the specific concerns they face at each phase of the buyer’s journey.

By combining interactive content plus ad campaigns, you get the best of both worlds along with engaging content that has more potential to delight your own audiences and to increase your conversions and sales.

If you want to stay on top of all the PPC styles for the next year, we highly recommend that you download the free Search Engine Journal ebook PPC Trends 2022 .

The post How Interactive Content Can Bring Much more Qualified Leads From PAY PER CLICK Ads appeared first on Rock Content .

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