Almost every company has the problem or challenge to sell more. If you are multinational with a brand, a startup or a small enterprise, probably you like to sell more. Most important is to analyse where you can sell more with the lowest investments and time spending, or maybe invest in the long term sales.

If you are using AdWords, you are in the lucky position that you choose one of the channels that generate conversion at a relative low costs and most important you can get results within a very short term (assuming you use AdWords in the good way).

What you probably don’t know is that AdWords is an excellent tool to improve (or setup) your Content Marketing. Own Content Marketing is building a brand independent from paid channels like AdWords. It sounds very interesting but remember it takes a lot of a time.

To speed up your Content Marketing, use AdWords as research tool to analyse the problems and questions from your potential client. If you know the questions and problems of your potential clients, Content Marketing is an excellent way to answer the questions or maybe even explain how your potential clients can solve their problems (by using your services or products). And besides of that AdWords will still bring you the conversions, you are used too.

Step by step you can reduce your AdWords budget and generate more conversion from Content Marketing.


To move AdWords budget to Content Marketing, by using AdWords also as analysis tool, I wrote some tips based on Robert Cialdini’s Psychology of Persuasion. In case you don’t know, Robert Beno Cialdini was a Professor of Psychology and Marketing at Arizona State University. He is best known for his book from 1984 called Influence: The Psychology of Persuasion (see my previous post Landingspages for P2P labour exchange).

Cialdini’s theory of influence is based on the following 6 principals:

  • reciprocity
  • commitment and consistency
  • social proof
  • authority
  • liking
  • scarcity

How we can use this for AdWords in combination with Content Marketing?
Below the tips:

At first keep in mind the Content Marketing’s Golden Rule
If you want to get from others, you need to give to them first. Dr. Cialdini calls this the “principle of reciprocation.” If you give a person something of value, they feel obligated to return the favor.
Source: The 6 Weapons of Influence for Killer Content Marketing

In other words with providing your potential client the right content, in the right format (text, video etc) on the right time (momentum), you give your potential client something very valuable. In return he/she feels obligates to choose your solution (in stead of your competitors solution)

This is more a general tip for Content Marketing and has not so much to do with AdWords yet.


Tip 1: Embrace the Power of Labels
Our brain seeks to maintain a sense of consistency (even if it’s artificial), and this is why the foot-in-the-door technique works so well even on prepared minds.

For example this is why gold or platinum status works effectively for a customer loyalty program.

It is based on Cialdini’s Principle of commitment and consistency.

How to combine AdWords with Content Marketing?

  • Search query analysis: define interesting niches of your audience based on specific search queries. For example potential clients who are known to “big spenders” after subscribing to your services.
  • Action/promotion: label the “big spenders” and try to get a small commitment (for example an email-subscription for a potential “platinum” status)
  • Define type of content and channel to distribute: as you gather the email addresses, keep them up-to-date with the right content and don’t forget to ask to become the real “platinum” user.
  • Copy: Use “need” instead of “want”
  • More AdWords usage: focus on direct conversion to become a “platinum” user. In the landingpage the call-to-action is to become the “platinum” user and as alternative exit the potential client can subscribe for the newsletter.

Don’t be afraid to label your customers. People like being part of groups that imply some superior quality or level of status that has their approval. Even when given an artificial reason, people tend to take action in order to feel they belong to an “elite” group of people.
(tip is based chapter 2 Embrace the Power of Labels 10 Ways to Convert More Customers using psychology)


Tip 2: Use Urgency the Smart Way
Creating a sense of urgency in your copy is one of the oldest tricks in the book … and still one of the smartest. Dr. Robert Cialdini notes scarcity as one of the six pillars of influence and it’s easy to see why: great demand leads to great sales.

Urgency you can create for example by mentioning an active problem together with your solution. It is a matter of copy but to find the active problem I explained how to combine AdWords with Content Marketing?

  • Search query analysis: look for search queries where is an urgency. So search queries where potential clients seem to have an active problem or question
  • Social Media: analyze Social Media for the search queries with active problem. Try to find well working #hashtags.
  • Action/promotion: point the problem and mention the solution
  • Define type of content and channel to distribute: Distribute the problem or answer via Social Media channels to your content (for example blog or video)
  • Copy 1: Use the word “Because”. Check out this comparison CopyBlogger did on this. According to Cialdini, “A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.”
  • Copy 2: Show people that it is urgent. Use words like “Quick” or “Fast”. As CopyBlogger says, “We want things yesterday”.
  • Copy 3: Use “need” instead of “want”
  • More AdWords usage: use the pointing the problem or question directly in the ad and repeat it in the Landingpages

Urgency can be blocked by your customers’ minds if you don’t give them specific instructions on how to solve the problem. Rather than giving vague instructions, tell people exactly what to do when the time comes and don’t be afraid to drive them toward specific actions.(tip is based chapter 5 Use Urgency the Smart Way in article 10 Ways to Convert More Customers using psychology)


Tip 3: Make an Enemy
In the business world, meaningful connections are paramount to your success. After all, who you know is often as important as what you know.

Networking is certainly important, but that being said, you still need an enemy.

Why? When could this ever be a good thing? Turns out, it’s a great thing if you’re looking to achieve a cult-like addiction to your brand.

It is based on Cialdini’s Principle of authority.

How to combine AdWords with Content Marketing?

  • Search query analysis: create an AdGroup or Campaign focused on your competition. Based on this campaign you can measure who of your competitor(s) seems to have the most impressions and also who of your competitor(s) keywords are converting for you. Combine the measurement with your practical experience and define your “enemy”.
  • Action/promotion: compare your enemy (competitor) preferable as independent as posible
  • Define type of content and channel to distribute: share content to compare yourself yourself with your enemy.
  • More AdWords usage: Advertise on your enemy and compare this competitor directly in your ads and on your landingpage.

You’ll never find your brand’s true voice without identifying the outsiders. In order to divide your ideal customers into your camp, you need to be against some ideal, belief, or perception, the way Apple was against “boring” PC users and their uncool computers. (tip is based chapter 7 Make an Enemy in article 10 Ways to Convert More Customers using psychology)


I hope these tips will help you to reduce your AdWords budget and move more to Content Marketing. If you would like more (free) advice or you have feedback about the tips, please drop a comment in box below.

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