The most underrated way to get new customers with Google Ads:
Advertorials.
Here’s a sneak peek into one of our team’s most profitable types of ads:
Advertorials.
Here’s a sneak peek into one of our team’s most profitable types of ads:
We’re able to get clicks with extremely low CPCs because we’ve uncovered a traffic opportunity that most brands ignore.
99% of them compete over MOF and BOF search terms on Google.
But there’s a hidden goldmine almost no one touches:
TOF queries.
99% of them compete over MOF and BOF search terms on Google.
But there’s a hidden goldmine almost no one touches:
TOF queries.
These are the broad, informational questions your prospects search for.
Typically, big players dominate these searches organically.
But that's fine, because our goal isn’t organic rankings.
We take SEO-optimized content and push it to the top of Google using ads.
Typically, big players dominate these searches organically.
But that's fine, because our goal isn’t organic rankings.
We take SEO-optimized content and push it to the top of Google using ads.
By doing this, we skip two highly competitive areas:
- Paid MOF & BOF keywords
- Organic TOF searches
Instead, we carve out a lane for ourselves by owning paid TOF traffic with content-driven advertorials.
That’s how we got cold traffic with CPCs as low as $0.07.
- Paid MOF & BOF keywords
- Organic TOF searches
Instead, we carve out a lane for ourselves by owning paid TOF traffic with content-driven advertorials.
That’s how we got cold traffic with CPCs as low as $0.07.
The secret lies in picking the right TOF queries.
Choose poorly, and you'll create content that few people actually search for.
So, here's exactly how you can execute this strategy step-by-step:
Choose poorly, and you'll create content that few people actually search for.
So, here's exactly how you can execute this strategy step-by-step:
1. List 10 problems your product solves
List at least 10 common pain points or desires your product addresses.
Each one is a potential angle for an advertorial.
List at least 10 common pain points or desires your product addresses.
Each one is a potential angle for an advertorial.
2. Find related TOF queries
Dig into your Performance Max, Shopping, & Search campaign reports.
Explore Google Search Console data.
Use SEO tools like Google Keyword Planner for extra ideas.
Aim for broad, educational searches that buyers use early in their buying journey.
Dig into your Performance Max, Shopping, & Search campaign reports.
Explore Google Search Console data.
Use SEO tools like Google Keyword Planner for extra ideas.
Aim for broad, educational searches that buyers use early in their buying journey.
3. Create blog-style content around those terms
90% of your success will depend on the quality of your content.
If the readers don’t find it useful or interesting, they won’t stick around.
Your content needs to nail 3 pillars:
90% of your success will depend on the quality of your content.
If the readers don’t find it useful or interesting, they won’t stick around.
Your content needs to nail 3 pillars:
Value: Share useful information. The reader should feel they’ve learned something valuable.
Credibility: Back up your content with studies, expert opinions, or influencer endorsements.
Readability: Keep people engaged with clean visuals and intuitive design.
Credibility: Back up your content with studies, expert opinions, or influencer endorsements.
Readability: Keep people engaged with clean visuals and intuitive design.
4. Subtly weave your product into the content
People visit advertorials for information, not to be sold to.
Introduce your product naturally, like a recommendation.
Add shoppable links, CTAs, and discount codes to gently lead readers toward a purchase.
People visit advertorials for information, not to be sold to.
Introduce your product naturally, like a recommendation.
Add shoppable links, CTAs, and discount codes to gently lead readers toward a purchase.
5. Promote it with Google Ads
Finally, use Google Ads to push your content to the top of relevant search results.
Follow the same principles you’d use in your regular Search campaigns.
The more you test and tweak, the better your results.
Finally, use Google Ads to push your content to the top of relevant search results.
Follow the same principles you’d use in your regular Search campaigns.
The more you test and tweak, the better your results.
Remember… the traffic coming to this page is cold.
You’re not just trying to get a sale.
You’re building a warm audience you can retarget later.
Don’t stress if you don’t get huge ROAS right away.
Look at the bigger picture.
You’re not just trying to get a sale.
You’re building a warm audience you can retarget later.
Don’t stress if you don’t get huge ROAS right away.
Look at the bigger picture.
So that’s our method for getting cold traffic with extremely cheap CPCs.
Simple, but extremely useful.
Run through this strategy and see where it fits into your brand’s Google Ads.
As always, my DMs are open if you’d like our direct help setting this up.
Simple, but extremely useful.
Run through this strategy and see where it fits into your brand’s Google Ads.
As always, my DMs are open if you’d like our direct help setting this up.
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