Accelerate your Inbound Marketing campaigns through the PPC

In the age of information and communication, anyone has endless tools for knowledge about everything that interests you, anywhere and anytime. This has led to the transformation of traditional advertising messages, ceding ground to nothing intrusive systems based on the methodology Inbound Marketing . Using it, online advertising is subtly channeled towards its target or target audience.

More and more users choose to lock in their browsers advertising that considered invasive, which means that the product or service offered by a company not reaching impact on an important part of your potential audience. In 2015, the use of adblockers increased 41% compared to 2014 and the trend is increasing.

In this scenario, the most important thing is to draw the profile of our potential customers and draw their attention to our website. This requires that we highly informative and high quality content. To accelerate its spread can be very interesting launch PPC campaigns conceived as actions to attract more traffic in the initial phase of our campaign inbound marketing and / or aimed at positioning a web (yes, just as the campaign is active) in the search engines, particularly Google.

But do we clear what is PPC? And SEM?

Although it may seem the same, it is not. Óscar Abad, consultant PPC We Are Marketing , difference in his article ‘ Differences between SEO, SEM and PPC’ between these terms, in a very graphic way:

(Image: Oscar Abad )

SEO (Search Engine Optimization) is the positioning and optimization in search engines in order to improve the visibility of a website in the organic results of different search engines. This is a natural position, no payment.

SEM (Search Engine Marketing) : This is the payment for obtaining places that provide visibility and traffic to your website. Encompasses any marketing is done on a search engine, both SEO and PPC.

PPC (Pay-Per-Click) : is the Internet advertising model in which intervenes the site of a provider of advertising space and the site of a plaintiff who need to publicize their products or services online.

(Image: We Are Marketing) 

In summary, the SEM includes both PPC and SEO, PPC and not just as until recently it was thought (and as some still believe). Article ‘Immersion SEM and Tourism’ you can dig a little deeper on the need for specialization in SEM in online marketing campaigns.

(Image: We Are Marketing)

Inbound Marketing and PPC

The Inbound methodologies have dynamic exponential results, starting to the first medium – term results. Depending on various factors such as the authority of our website, the relevance that will be giving our content or inbound links that go getting – among others – c henever will be getting more visibility in search engines, which consequently cause more traffic visits to our site and the lead flow (capture leads) to accelerate.

The pay per click campaigns acquire a good fit within the methodology Inbound Marketing especially in the early stages. Is demonstrated its ability to confer a potent short-term boost to the dissemination of our content and capture leads for our project. 

PPC campaigns using different platforms between existing, can help us:

• Accelerate results.
• Getting a higher volume of qualified related to our product or service leads.
• Segmenting better and deliver better ads and more personalized considering the stage lifecycle within the marketing funnel.
• Knowing the words that best bet then convert them into our strategy Inbound Marketing.
• Increase brand recognition

Attract more qualified to our traffic is one of the objectives of a PPC campaign, which thus becomes a new platform to meet our buyer person (provided through a content bid value): the lead we acquire through this system is paid but how to educate, guide and nurture it through the journey buyer is identical to following a lead that comes to us through an organic or referral medium.

Example:

The improvement and development of social networks has led, through them, companies can pay campaigns and are not limited only to Google Adwords. We can use Twitter Ads, Facebook or Linkedin Ads Ads for:

• Reach more users (not all users use the same RRSS).
• Maximum audience segmentation we headed.
• Distribution of our acquisition channels leads.
• Adjust our budget (also does not require high investment).
• Monitor performance in real time.
• Optimize our campaigns.

Software HubSpot , specializing in Inbound Marketing strategies, has recently integrated different add-on to Linkedin Ads and Google Ads; a representative sample of the use of this type of paid advertising on Inbound Marketing is increasingly common.

According to Infront , 90% of clicks on the first page of Google search results are made in organic links and the other 10% goes to paid advertisements. In addition, only 8.5% of web traffic click past the first page. But these figures should not be interpreted as eloquence that its dimensions suggests: the paid ads are an invaluable tool to increase very significantly the capture leads at the stage of funnel sales (Tofu – Mofu – Bofu) we need to strengthen in every moment, something that is crucial in achieving the ultimate goal: optimizing the conversion rate.

(Image: Emazedesign )

KPI’s that will help us measure the success of our campaigns Inbound Marketing:

• Lead income: how much money makes us a lead.
• Cost Per Lead: how much we have invested in getting a lead.
• Lifetime Value: we must measure the average value of a customer, ie the income generated by us in his life as a customer.
• Converting traffic to leads: It’s useless to receive thousands of visits if we are not able to convert that traffic into lead (Conversion Ratio = leads / visits x 100).
• Converting leads to sales: it is important to know what percentage conversion to lead customer for each of the sources that we capture leads.
• Converting Landing Pages: How many people are visiting each Landing Page and how many are filling out the form.
• ROI: what benefit we are getting from our investment in the different campaigns. ROI = (obtained benefit – investment) / investment

Tips for success with PPC campaigns in Google Adwords

To accommodate our success in pay per click strategies, consider the following parameters:

1. Quality . If we talk about Adwords campaigns, this metric is essential to save costs, since the ad ranking is established by the formula RANK = CPC x Quality. That is, that the higher level of quality we have, the less pay for CPC and will better position our ads. The level of quality is determined by several factors, among which are:

• CTR
• Landing Page (landing page)
• Campaign History
• Relevance of keywords
• Ad relevance
• Other relevant factors

2. Score or relevance, scope and frequency . If the level of quality was an important metric for Adwords campaigns in Facebook these 3 metric are critical when optimizing our ads, as the level of quality does not exist.

• Score or relevance: how relevant is considered the announcement in a score between 1 and 10. Count the CTR and the ‘do not like’ or ‘do not want to see this’ and determines the average.
• Scope: indicates how many people see the ad. It is said by people.
• Frequency: Talk about how many times a person sees the ad.

3. CTR. Have a high click through rate is determined to provide paid ads a strong relevance in Google and vehicular high doses of quality traffic. On the contrary we have a low CTR alert that must rethink the selection of keywords and ads design.

Inbound Marketing, the real axis of the methodology is the content ‘premium’, become powerful weapon loyalty for its location on landing pages where the user finds forms and calls to action leading to translate your visit to the web in a desired conversion. That work scheme is perfectly valid for PPC campaigns, as long as it takes into account the client we headed (our buyer person) and the time that is within the process. This segmentation allows us to reach the right person at the right time, so the chances of selling (or conversion) occurring are higher.