Pay-per-click (PPC) advertising is traditionally considered an outbound marketing tactic to reach a cold audience, so considering how PPC ads help your inbound strategy may feel like a contradictory concept. It’s not, though.
In fact, PPC ads can supercharge your inbound marketing when strategically implemented together.
While your inbound marketing focuses on attracting customers through content and interactions that are relevant and helpful, rather than interrupting them with unwanted messages, you still need to reach the people that you want to attract.
PPC ads can help you reach more of those new customers faster and pull them into your inbound marketing system more seamlessly as well. And an added bonus is that prospects brought to your inbound marketing through PPC ads generally convert into paying customers faster.
Reach More People in Less Time
One of the key advantages of PPC ads (Google Ads as well as paid social media ads) is that they allow you to reach a large, highly targeted audience in a short amount of time. By choosing specific keywords, demographics, and/or interests you can ensure that your ads are displayed to users who are searching for or interested in your products or services.
This targeting can result in higher conversion rates because the people who are seeing the ads are more likely to want the products or services being offered.
Get Data to Inform Improvements
PPC ads also can provide valuable data and insights, which you can use to improve your inbound marketing strategy. For example, by analyzing the performance of your PPC campaigns, you can learn which keywords are driving the most traffic and leads, and then you can adjust your strategy accordingly.
The data from your PPC campaigns also can help you optimize your website and other marketing assets, making it easier for you to convert visitors into customers.
Generate Higher Quality Leads
When it comes to supplementing inbound marketing, PPC ads can be a powerful tool for you to attract new visitors to your website and generate leads. And these leads are higher quality because you can target the people who are actively searching for products or services like yours.
Highly qualified leads like these are more likely to convert faster, so PPC ads help your inbound marketing yield revenue-producing results quicker, too.
Test Marketing Initiatives
You can also use PPC ads to test new landing pages, keywords, messages, and offers to see what resonates best with your target audience. Due to the nature of PPC ads, you can easily run multiple versions of your ads and quickly get results and data.
For example, you can see just which of your chosen keywords are most popular (by looking at impressions), how relevant your offer is to the people searching for those keywords (by looking at click-through-rate), and how well your landing page copy and messaging appeals to your audience (conversion rate).
Once you have the test data to show you what works best, you can then further commit to scaling that particular initiative. Additionally, you can use that data to inform further testing to refine your marketing even more.
Build Brand Awareness
Finally, PPC ads can also help you build brand awareness and credibility. By consistently displaying your ads to potential customers, you can establish your business as a trusted and reputable source in your industry.
Over time, this can help you build a loyal following and establish yourself as a leader in your market, further enhancing your inbound marketing efforts.
PPC Ads Help Take Your Inbound Marketing to the Next Level
It definitely pays to explore all the ways how PPC ads help your inbound strategy. As you can see, they can be a powerful tool to help you achieve your inbound marketing goals.
However, there are quite a few variables at play in combining PPC ads with inbound marketing, so most people find implementation easier when they get professional help.
The team at WorldLight Media are experts at using PPC ads to complement inbound marketing in order to get your business seen, generate leads, and convert more leads into buyers.
And we’d like to help you take your inbound marketing to the next level and get the most out of your efforts, too.
So, we invite you to get in touch with our team today and explore how we can help your business succeed.