Should You Use PPC for Inbound Marketing?

Should You Use PPC for Inbound Marketing_01

If your inbound marketing has not been performing the way you expected, even after improvements to your company’s website and an aggressive search engine optimization (SEO) campaign, then pay per click (PPC) advertising could be the push your efforts need to get ahead. If your marketing department has spent any time developing customer profiles and you know who your core customers are, then PPC advertising can be highly effective in reaching who you want to reach. Here are some reasons your company should make PPC part of its inbound marketing strategy.

PPC Yields Results Right Away

If you want to give your inbound marketing a quick boost, then PPC ads are perhaps the best way to achieve that goal. SEO can take months to yield noticeable results, but PPC can start working just as fast as you can post the ad. In addition, a PPC service such as AdWords can give you keywords that will also enhance your SEO efforts. When results come in, analytical tools included with most PPC ads will tell you what strategy works and what doesn’t which allows you to make changes to your ads right away through key performance indicators (KPI) which are things like conversions, clicks, and impressions. By making swift changes to your PPC strategy, you can maximize the money you are spending on PPC ads. 

PPC Reaches the Customers You Target

PPC casts a narrow net, and the ads only appear to relevant customers. If you are targeting customers who want fishing reels, then your ads will appear when that subject or related subject is searched for by a user. PPC also reaches customers who are further along in the buying process and will only click on an ad when they have a genuine interest in that product. In this way, PPC yields a higher return on investment (ROI) than SEO alone. When used in conjunction with SEO and outbound marketing campaigns, PPC can combine to become a single powerful tool.

PPC is Cost Effective

With outbound marketing, you have to pay for ads run in print, on the radio or TV, and there is no way to measure if your campaign was successful accurately. To a lesser extent, the same problem exists with SEO, although there are better indicators, checking your search engine page results (SERP) rank for example; but there is no sure way to tell how your customers became customers. With PPC analytics show you where your customers came from, and you only pay when a customer clicks on your ad. This fact is why PPC can be a cost-effective way to improve your inbound marketing.

A Word of Caution

If you are a startup or small business, don’t overbid on your ad clicks, it can quickly drain your marketing budget. If you know who your customers are, you should be able to craft an ad specific enough that you don’t need to bid fifty dollars a click. If you are unsure about your ability to create an effective PPC ad, there are experts who can create it for you.

In short, if you want to see your inbound marketing convert into paying customers in 2020, then using PPC is an excellent way to see that become a reality. Are your Inbound Marketing Strategies working for you? If not, MosierData can help. Contact us here or call 863-687-0000 to find out more. 

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About the Author

Though his chief ambition is to one day control the entire Internet, Jim busies himself in the meantime running our little web development and marketing agency. He's a certified super nerd who ranks coding in old, outdated languages and watching Star Trek reruns just a bit too high on his list of fun things to do. Outside of work, Jim enjoys Hockey (Tampa Bay Lighning, to be specific), more genres of music than most people realize exist, riding his Harley (he calls it "two wheel therapy") and exploring the world through travel.