Paid Ads Make Sense in an Inbound Marketing World

Published on April 10, 2018

Pay per click strategySome marketing experts still debate on the compatibility of inbound marketing and PPC. They’re too different, they say.

Paid ads users seek positive ROIs from their efforts. It’s possible to replicate this with another strategy, but you’ll need a targeted approach. Otherwise, getting a larger return is difficult. On the other hand, inbound marketing receives more investment returns despite the smaller audience. It does, however, take more time before results become apparent.

Instead of using these strategies separately, it’s best to combine their strengths. Blending two of the most effective lead generation methods will result in optimal reach and more returns on your investment.

The Value of PPC

Some inbound marketing purists insist that paid search and inbound marketing do not mix. They argue that PPC offers little value to prospects to a campaign. After all, how can temporary digital ads guarantee any value? Prospective digital marketing strategy users need to look at the bigger picture, however. While it’s true that visually engaging ads are not enough to produce the hoped-for valuable results, a thorough PPC strategy can offset the weakness.

The real value of paid advertising comes, therefore, from the following:

  • Gaining quick wins that immediately translate into inbound traffic
  • Getting users into the marketing funnel faster
  • Succeeding in an area of SEO with steep competition

Why Combine Inbound and PPC Strategies?

Paid search is one of the quickest ways to expand your reach and augment your inbound marketing efforts. It shouldn’t be an instant fix, however, especially if you lack a good marketing strategy and website. If you have a poor website, PPC will only reinforce this fact and discourage incoming visitors.

Under the right circumstances, complementing inbound marketing with paid search is an effective strategy.

Your PPC-Inbound Marketing Strategy

Even the best inbound marketing services take more than six months to work its magic. Instead of waiting for results, it’s better to start sooner than later.

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With PPC, getting someone to click an ad is only half the battle. The other half is applying the best practices to direct visitors to the site, which hopefully results in more conversions. Map out a clear route for users to follow so they won’t get lost along the way.

The Right Keywords still Matter

Like regular PPC or SEO campaigns, keyword research is still relevant. Ideally, long tail keywords work best for inbound marketing since you need ads that cater to the users’ specific needs.

Google’s Keyword Planner tool offers ideas for relevant and well-performing keywords. During your keyword research, select “Ad group ideas,” which contains relevant long tail keywords with high search volumes.

PPC Data for Quality Content

Once you determine the right ad group, test different keywords and phrases to see which of them delivers results. These insights will show you what your target audience wants. It will also help you create quality content that addresses your consumers’ needs.

For example, you own a bakery that receives a lot of ad-clicks from users looking for “wedding cakes.” Obviously, a majority of your visitors are planning their weddings. You can maximize the information by creating content that helps couples choose the perfect cake for their special day.

Paid search advertising is also a great way to promote great content. Promoting valuable information through PPC attracts people conducting research and thinking about buying something.

Google AdwordsAs long as your inbound marketing game is strong, including PPC as part of your short-term plans for success is a great idea. It boosts numbers and increases your exposure early on, after all. Starting the paid search game is hard, but stopping will be harder once you see the benefits.