There’s been a great deal of discussion about whether pay-per-click advertising techniques align with the inbound marketing methodology. Many marketers claim that PPC doesn’t because ads aren’t permission-based, but are interruptive and intrusive during the search process. Additionally, many criticize PPC because you have to pay for placement, compared to the organic nature of inbound.
Leverage inbound marketing how you see appropriate, but what it moj database comes down to is that inbound is “any kind of marketing that reaches customers when they go looking for something to buy.” If an AdWords ad appears in the search results of a term that you'd normally be unable to rank for and produces a click, isn’t that still inbound marketing? It's essentially the same principle behind optimizing your site pages for specific keywords to drive organic traffic.
PPC may not be right for every company, but if you’re looking to increase search visibility quickly, then incorporating a well-targeted and -structured PPC campaign can help do just that.
Ready to get started with AdWords optimization? Take a look at these tips:
1. Make use of negative keywords
Are there words or phrases that are similar to your product or service, but do not align with your brand whatsoever? Those are the keywords you should add as negative keywords. For example, here at New Breed we design and develop B2B websites, but only on the HubSpot COS and WordPress. Therefore, if someone were to search "Drupal website redesign," we wouldn’t want our ad to display because we know he or she wouldn’t be a quality lead. By adding negative keywords, you’re ensuring your keywords are only attracting searches that a qualified lead would perform.
Quick hack: There’s a handy report in AdWords under the Keyword tab. Click “Details > Search Terms > All” to find the exact searches that showed your ads. Here you can go through how much you spend on each keyword to remove any that don’t align with your product or service.
