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Should paid search be a part of your inbound marketing campaign?

February 6, 2017

Most business owners who are interested in launching an inbound marketing campaign aren’t necessarily interested in spending money on paid search advertising. After all, isn’t the goal to get people coming to you (as opposed to spending money in order to reel them in?).

Digital marketing experts are often huge fans of pay-per-click campaigns and it’s important to remember that PPC and inbound marketing aren’t mutually exclusive. PPC can definitely play an important role in your inbound marketing campaign and, many times, it can make a huge difference to your bottom line. Here’s how to determine if this is the right approach for your campaign:

Determine which keywords you are targeting

If you are targeting broad keywords, it might be worthwhile to narrow it down and create niche inbound marketing messages. If these keywords are very competitive, you could struggle to get your content ranked well in search engines. In this instance, it would be wise to invest in a PPC campaign that will run alongside your inbound marketing campaign, thereby helping you to attract more visitors to your content and deliver search engine users to your website.

When you’re unsure of the type of content you need to create

One of the core elements of creating an inbound marketing campaign is crafting the content that will bring clients to you. If you’re unsure of the content strategy that will be launched alongside your inbound marketing strategy, then PPC can help you determine which keywords will result in the most conversions. Content marketing takes a lot of time and effort, so a PPC campaign can help you make sure that your inbound marketing campaign is more strategic and successful.

If you are interested in launching an inbound marketing campaign, then download WSI’s free checklist on how to run and manage this campaign. Kick-start your digital marketing campaign with WSI today!


About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 


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