Some marketers think pay-per-click (PPC) advertising and inbound marketing are opposite to each other. But, PPC is exactly a subsidiary of inbound marketing.
Though PPC is slightly different it’s a subset of inbound marketing using matching keywords to a target audience who are already looking for them.
Thus, PPC is a useful part of inbound marketing. This is because PPC can be utilized in your inbound marketing to create strategies for leads. Nurturing lead to valuable customers starts with inbound marketing and PPC is an ideal strategy of that journey.
Inbound marketing is an effective method of marketing for online business. Though, it’s a long-term lead generation strategy that works perfectly using quality and useful content to gain the attention of customers. The contents used in inbound marketing are blogs, podcasts, videos, newsletter, SEO and social media marketing.
Utilizing the contents properly, business gains more engagement, recognition and eventually gain more potential customers. After creating the identity, your business will be a valuable resource and advisors to solve problems of consumers. As we know, 61% internet users research products online before buying. Having quality contents to allure and engage potential customers has become more important these days.
Hence, merging blog with SEO techniques have become a popular practice in inbound marketing. Well-written blogs get more authority and favour from a search engine in ranking. And it’s not surprising to see developers, web designers, and other businesses invest time in blogging.
Pay per click (PPC) is an important part of Google’s AdWords platform. PPC is being taken by both big and small business to advertise products to get traffic directly from Google. Ads are shown in top and bottom of organic results in a normal SERP. It’s interesting to note forty-five per cent of online shopper initiates buying process in search engines.
In PPC, you set a budget for showing ads in schedule time with right bidding to potential customers. You need to create an ad copy with targeted keywords having a large search volume to get more traffic. You need to pay only when someone clicks on the ad. But, it requires optimized landing pages according to your ads and requirement of customers. A goal in landing page can be signing a newsletter, make a purchase, initiate a call, and others according to CTAs.
After setting a PPC campaign, don’t expect to get your desired revenue. Continuous refining of strategies in a campaign is essential to maximize return on investment. To get the finest result in the campaign, constant testing and optimization are required according to data of ads. Optimization means selecting right geographic locations, setting right keyword match types, keyword bids, testing various ads types, and so on. Remember, you can get the best PPC campaigns with consistent testing and comparing.
Why Combine PPC and Inbound Marketing?
Businesses often face a dilemma of choosing PPC or inbound marketing. To stay ahead of the game, including both PPC and inbound in your marketing strategy. PPC gives an initial push to your marketing strategy with generation of revenues and inbound marketing keeps your strategy afloat in a competitive market. Utilizing PPC data with a well-executed inbound marketing strategy will quicken your success in marketing. You will be able to build a convincing relationship with potential customers and search engines helping to reach your business goal.