The Role of Pay Per Click Advertising in Inbound Marketing

Inbound marketing, in simple terms, is all about luring customers to your product/services rather than following the conventional methods in order to garner their attention. While there are several methods of inbound marketing such as promoting yourself on the social media, creating e-books, blogs, case studies, and testimonials; one such method that has become increasingly popular of late is the pay per click advertising. Although it is often debated that since pay-per-click is a paid strategy, it isn’t considered to be a part of inbound marketing. However, since the advertisements appear whilst you are already searching for something on a search engine, digital marketing experts have ascertained that pay-per-click is indeed an integral part of inbound marketing. Let’s take a look at the role of PPC advertising in inbound marketing.

Pay Per Click Marketing

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Instant visibility
The fact that you get noticed right away is what gives pay-per-click a definite edge over other inbound marketing tools. Having said that, it is mandatory for you to recognize your target audience so you create an advertisement that captures their interest in a snap. This, in turn, helps you maximize your ROI.

Control on budget
Setting up a PPC campaign is a breeze and does not require heavy investment as you are only required to pay the search engine every time someone clicks on your ad. What’s more, you get to set up a budget depending on how aggressively you wish to market your products/services.

Bidding war
Although pay-per-click does not require an initial investment, one has to bid on specific keywords against your competitors. You need to keep in mind that highly searched keywords are quite expensive because of high bids on them. On the other hand, if you tend to keep your bids low, your ads may not show on the first page.

Targeted traffic
What’s great about pay-per-click advertising is that you can not only define your budget but also can define your target audience to who you intend to display your ads. That’s how you ensure that you don’t just get traffic to your website; rather you get targeted traffic that has a higher probability of converting.

Pay-per-click advertising has great potential to yield a high return on investment. However, it largely depends on how you make use of it. Proper management and careful planning of ads are crucial to the success of this method.


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