Nowadays, people have this misconception that Inbound Marketing and Google AdWords are two different unrelated tactics. There is debate among marketers over how Pay-Per-Click (PPC) benefits an Inbound Marketing Strategy and it tends to get confused with Outbound Marketing. However, PPC advertising, specifically Google AdWords, is not only an efficient method of promoting your business but also perfectly aligned with the Inbound Marketing strategy’s core goals: ads target leads at the right time and place, presenting answers and solutions to people’s questions and helping marketers move searchers further through the buyer’s journey.
In this post, we’ll cover how the two tactics work together and how your brand can benefit from an agency partner that is also an AdWords specialist.
How Google Adwords and Inbound Marketing complement each other
The truth is, Google AdWords can be a crucial part of your inbound marketing efforts. Inbound marketing’s results are gradual as SEO and brand recognition take time to achieve, and developing valuable trust-based relationships with consumers is something that doesn’t happen overnight. By adding AdWords to your strategy, you will be able to get faster results right from the beginning.
Make your content relevant for the right people
AdWords was conceived to help showcase your content to users who are searching for relevant information on Google. Whether they are searching for a solution for their needs or additional information on a specific topic, search engine users are served Google ads based on their relevance to that user’s keywords, context and other criteria related to how well you were able to optimize your add copy and landing page. These ads are aimed at providing a better user experience by offering users further content that is relevant to their interests.
Expand your qualified audience
Suppose you have a new content asset, like an eBook or whitepaper that you wish to promote to increase your brand awareness and get the word out. Even though you’re able to use inbound marketing tactics like social media posts or email marketing to promote this content, these channels only let you reach consumers who are already familiar with your brand. Optimized Google AdWords campaigns allow you to increase your reach in terms of audience by reaching out to people who are most likely to be interested in your products or services.
Boost your SEO strategy with faster results
Google AdWords can also help you in accelerating the results of your search engine optimization (SEO) strategy, which usually takes time to get significant results. For brands that need to see results more quickly, AdWords can help your content reach the top on the search engine results page (SERP) when an individual performs a search that is relevant to your offering. Boosting your SEO through AdWords is a great tactic for new businesses who have just started to create search engine optimized content (SEO) and are waiting to witness the results. It can also be used to help companies immediately promote new campaigns that may be targeting new keywords or audiences.
Connect with your leads
AdWords helps you reach a wider audience. But even better, it helps you to connect with more qualified leads, since you can use specific targeting features that narrow the audience you would like to communicate with. For instance, if you are a business that operates locally in Lisbon, you don’t want to deliver ad content to those living outside of your service area. AdWords allows you to make your ad only available for those living within a certain radius of your business. This ability to serve targeted content creates a better search experience for the user while also brings in leads that are more likely to convert to paying customers.
Test your assets and optimize your marketing content
Another benefit of using Google AdWords campaigns in your inbound marketing strategy that you probably haven’t heard of is that AdWords is great for helping test assets like landing pages or banners. When testing your landing pages using Google AdWords, you can identify and analyze the performance of your content (through relevant data such as impressions, clicks, keywords’ relevance for your offering, etc.) and optimize them in a way you can obtain better results throughout the duration of your campaign.
Why you need an AdWords specialized Agency
We’ve seen that it’s not enough to just have PPC ads. If your advertisement leads to content that was not written with your target buyer personas in mind, then your visitors will not convert, resulting in an ineffective marketing campaign and unnecessary loss of money. If you want to get the most out of your inbound marketing and AdWords campaigns, then you need to make sure that your strategy integrates both to work together for best results.
Google AdWords is a comprehensive and complex platform. Several aspects of this platform, such as Keywords, Bid Management, AdWords Copy Development, Ad Copy Testing, Display, and Retargeting Ads, need to be optimized if businesses want to develop successful campaigns and maximize their marketing investment. For these reasons, it’s crucial for a company to partner with an agency who has a significant amount of know-how and experience working with Google AdWords campaigns.
If your goal is to have a high ROI (Return On Investment) on marketing, you need to guarantee you work with an agency that knows how to properly promote content using the inbound marketing methodology and is experienced in creating a solid marketing strategy that integrates both Google AdWords and inbound marketing tactics, sparing you from money losses and time consumption.
Don’t stick with just one or the other. Find an agency that is experienced in both and see for yourself the results you can get when conjoining the two most important tactics of today’s digital marketing.
If you are looking for an agency that comprises all these skills, talk to us.