Paid advertising (also referred to as pay-per-click or PPC) campaigns are a vital part of an inbound marketing strategy. Insights from PPC advertising initiatives help you optimize content and build your competitive advantage, enabling you to reach your target audience. Inbound marketing combined with PPC advertising can significantly impact how well your marketing campaigns are performing.
Here's how it pays off:
Improved Search Engine Ranking – Combining PPC with your inbound marketing increases your visibility and helps you occupy more territory in search engine results pages (SERPs). Think about it in terms of a double exposure effect. Even if someone skips over the ads and goes straight to the organic search results, they will see your business listing there too. The chances of your link being clicked and driving traffic to your website increase, ultimately increasing your conversion rates.
Creates Brand Awareness – Even if someone who clicks on your ad doesn't become a customer right then, chances are they will remember your brand. When they search for similar products or services in the future, they are more likely to click your organic search listings over competitors' listings.
Provides More Detailed Audience Insights – This data can be applied across all your marketing initiatives. Analytics from your PPC campaigns will tell you what keywords searchers are using to find you, identify pain points your primary audience needs to be addressed, and whether your target audience demographics are still relevant.
Quick wins to optimize your PPC Campaign
Ensure your landing pages are relevant to your ad. Customers expect to see exactly what they are looking for when they click on an ad. They will leave the page without hesitation, increasing your bounce rate instead of entering the sales funnel. Be consistent with the wording and images used in the ad and on the landing page.
