Did you know you can do this?

Here's the thing.

When it comes to Google Ads, everyone is fighting over the same expensive high-intent keywords.

Meanwhile, there are often 10-20x more searches happening for informational keywords related to your product.

For example, let's say you sell collagen supplements.

Obviously, you're bidding on terms like "buy collagen" and "best collagen powder".

But what about searches like:

- "What is collagen" (12,000 monthly searches)

- "Benefits of collagen" (33,000 monthly searches)

- "Is collagen good for you"

Those are HUGE opportunities.

The CPCs on those keywords are often 80-90% cheaper too.

We're talking a few cents per click versus a few dollars.

But there's a catch.

Most brands that try to do this (and a big reason why you don't see this advice a lot)...

Is you can't just send that traffic to your standard product or collection pages.

The intent is all wrong.

That's where advertorials come in.

An advertorial is basically an educational blog post or article that subtly sells your product.

The key is to make the content highly relevant to the search term while weaving in your product as the ideal solution.

For a Google advertorial, you NEED to:

1. Load up the content with the exact match keyword

2. Provide a ton of value and really over-deliver on the searcher's query

3. Establish credibility with an authority figure like a doctor or influencer

4. Have a clear call-to-action to shop

This is totally different from your approach for a Facebook or TikTok advertorial.

Keep this in mind, so you don't end up wasting clicks trying to reuse an older advertorial you've done already.

Let’s do a run through an example for the keyword "carnivore diet" (368,000 monthly searches):

1. You create an in-depth, packed-with-information ultimate guide to the carnivore diet.

2. Weave in how your beef protein supplement is the perfect complement to this diet.

3. Include a quote from a doctor endorsing your product for people on this diet.

4. Sprinkle the term "carnivore diet" everywhere to make it ultra relevant for Google.

Then watch the insanely cheap clicks come rolling in!

We've seen clients get 10-20 ROAS from Google traffic with this approach.

It's honestly unfair.

Plus, you're building remarketing lists of hyper-relevant top-of-funnel audiences to hit with your other campaigns.

This is just one of many examples.

Whether you sell sofas, supplements, or software.

There's always a way to target informational searches with advertorials.

We'll soon be offering done-for-you Google advertorials as a service.

But for now, watch our breakdown here.

We'll go over several examples, and you'll gain tons of valuable insights into how to do this yourself before everyone else does it.

See you in the next one.

Jackson

Founder and CEO of Echelonn

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