If you think about it, linking your business with current affairs is a fast way to generate traffic to your site; the only snag is the news has to be relevant to you.
When a news story or (competitors) advertising campaign (read about Orange’s latest advertising campaign mistakes) relating to your business gets released you can add new keywords to your campaign. News sends people to Google and Search Engines to find out more. For example, if you are marketing a credit card company, you probably would like your ad to appear when someone types in “credit crunch” or related terms. This gives you the opportunity to deliver a tailored and timely message i.e. “Beat the Credit Crunch with a 0% Credit Card Rate that lasts!”
You don’t even have to read the news to know what’s going on out there in the mass of digital communications. ‘Google Alerts’ will drop you a daily email to let you know. Setting up an alert on your brand name, (and your competitors) is a super way to stay informed. When you are alerted that The Guardian has published a story about your company, you can react immediately by altering your keywords and ads to ensure you are getting traffic from the people searching for this article, or people that want more information: “The 0% Credit Card Rate that lasts, as seen in The News”
The key to optimising your PPC account for news stories is to be very attentive to what is happening in your marketplace, and quick to respond with PPC keywords and ads. This way, you can beat the competition to it (therefore potentially only paying £0.01/click) and you will benefit from the huge spikes of searches sent by news stories. Having a search engine marketing agency with account managers and PPC optimisers ready to spring in action for your will greatly reduce the danger to make mistakes that will impact on your quality score – if your ad is not compelling enough and no one clicks it, it will be deemed irrelevant and you will have to pay more for your visitors.