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Paid Search and Inbound

Paid Search and Inbound: Friends or Foes?

Emilio Garcia

For some entrepreneurs, the idea of combining Paid Search and Inbound Marketing is still kind of weird. Maybe you are one of those who thinks that paying for online advertising doesn’t exactly mean “attracting clients organically.”

However, there is great news for you: a PPC campaign should be part of your inbound plan, right now. There are some good reasons for it, so pay attention to the specific techniques your program needs to succeed, explained as follows.

First, check out the top benefits of integrating Paid Search into your Marketing strategy

It speeds your plan

Your company needs to be seen and discovered for as many customers as possible. So, the main purpose of an inbound strategy is to attract them naturally, without interrupting their experience in any shape or form. However, that process might take weeks, months, or even over a year.

That's why you need to develop a paid search plan, as it will work out faster than you think, thus helping you to achieve your goals within a right frame of time.

It works, as it places your company right in the hot spot

After launching a PPC campaign, the potential customers will see your ads wherever they are available:

  • Search engines: Google Ads is the best example of this. For years, Google has helped thousands of brands to raise awareness, thanks to their Pay-per-click plans suitable for everyone. Every time a new client looks for specific information related to your business, a group of ads will be displayed for their consideration.
  • Third-party websites: a well-designed PPC campaign will show advertising in high-traffic web pages and blogs, helping you to gain new valuable customers.
  • Messaging apps: have you heard of Facebook Messenger ads? Recently, this social platform has launched an advertising program for business looking for exposure on their Messenger application, with 1.3 billion active users every month. So, can you imagine the potential benefits for your Inbound Marketing strategy?
  • YouTube videos: those users without a paid subscription, will surely see your ads before playing their favorite videos, allowing you to reach a broader audience.

You can track and measure results at any moment

After launching a PPC campaign, you’ll be able to measure impressions, Key Performance Indicators, clicks, and conversions. This data is worth gold, as it will show exactly what kind of adjustment your strategy might need.

Now, how can you combine both techniques for maximum success?

So, after taking a look at the advantages of a Paid Search and Inbound plan, you need to learn how to do it in the right way. Regardless of the type of business you run, there are some essential techniques you must use to succeed. The most important ones are:

Ads with long-Tail keywords

The traditional concepts of SEO have taught you how to choose keywords for your content, in order to generate a high volume of traffic and hopefully the conversions your business needs.

Nevertheless, if you have some experience doing SEO, you should know by now that the process is slower than you expect, let alone disappointing. Actually, maybe a couple of times you gave your very best just to get zero results. What did you do wrong? Quick answer: maybe you used generic keywords, of course.

So, from now on, you must do proper research focused on long-tail keywords, or in other words, the specific terms a customer is looking for when they are almost ready to buy a product or hire a service.

For example, let’s say you sell smartphones. Your first, logical step to create your content would involve using keywords such as “top-ranked cell phones,” “best 2018 smartphones” and “Android and iOS tips.” All those terms are legit and necessary, of course, as they can drive thousands of visitors to your website.

However, surprisingly enough, they don’t guarantee the conversions and earnings your brand needs. Why? Just because they represent educational of informational content and you must go beyond that.

The best way to do this, it's creating content with those long-tail terms your audience is looking for. This way, you will give them exactly what they need, with no extra ornaments. According to the former example, the right keywords would be something like:

  • 3 GB RAM 10% discount Smartphones.
  • Octa-Core LG Smartphones.
  • Second-hand, like-new, 64 GB iPhones.

And everything that represents a strong purchase intent. Now, pay attention to these two important factors:

  1. Don’t expect high-volume traffic, so forget for a while about getting thousands of visitors and focus instead on conversions. Don’t be surprised to generate the sales you are looking for with just a little amount of traffic, as that is exactly the purpose of using long-tail keywords.
  2. Remember that, specific keywords are critical when it comes to voice search, as the customers are looking for something they need right away in their nearby area. Since more and more people are performing this kind of search, your brand needs to seize that segment of mobile traffic.

Ads that deliver proper answers to their questions

If your audience is looking for the best sunny places to spend a summer, then use this very same idea to design your PPC campaign, by asking them something like: “Would you like to know how to get that sun tanning you’re looking for? Then take a look at our site!”

Next, they will be directed to an optimized landing page to get the best information possible before taking the next step, which could be filling out a form to be contacted shortly, or even making a reservation in your platform. So, give them good answers and they will pay attention to your offer.

Ads that help customers move through the Buyer’s Journey

Whether they are in the first or last stage of the funnel, your ads must guide them to make the best choice possible. So remember that every piece of advertising must be backed up with relevant, useful content.

A Paid Search and Inbound strategy will definitely work for your brand, as long as you use the right techniques. Your campaign should focus on delivering solutions to your audience’s most urgent needs. So, take advantage of the power of targeted keywords, and high-quality content to achieve your goals.

Originally published July 11, 2018, updated January 22, 2021.

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