Inbound - The Blog: The Secrets Behind Click To Close

 

What To Expect From PPC Vs. Organic And How To Optimize Both In An Inbound Marketing Campaign

Understanding The Expectations From Inbound Marketing Efforts Is Key To Lead Generation

I’m constantly searching the internet and marketing or sales performance sites for data on what’s working and what’s not working so well. I found this very interesting stat yesterday that explains a lot about the performance results we’ve seen from pay-per-click lately.

Moz.com reports that of distinct search queries in Google, only 3.4% resulted in a click on an AdWords (paid) ad. If we expand that to all search queries, the number drops to 2.6%. Google's making a massive amount of money on a small fraction of the searches that come into their engine. No wonder they need to get creative (or, perhaps more accurately, sneaky) with hiding the ad indicator in the SERPs.

Many of our inbound marketing prospects and clients view pay-per-click as the silver bullet they’ve been searching for (no pun intended) for years. Buy some Google ads and wait for the leads to come pouring in. As this Moz data and our own performance data shows, nothing could be further from the truth. 

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Inbound Marketing Answers: What's The Right Ratio Of Earned Vs. Paid Media?

Inbound Marketing Uses Pay-Per-Click, But How Much Is Enough?

Since the beginning of time, business leaders have been searching for the “one single marketing tactic” to trigger an avalanche of leads for their businesses. When TV became popular, it was advertising; when the internet debuted, it was search; and when social media emerged, it was Facebook and LinkedIn.

Today, you can argue it’s inbound marketing or content marketing or marketing technology. If we buy HubSpot or Marketo, we’ll get all the leads we need. I know we’re all looking for the path of least resistance, but in this case, there is no easy way to do it – generating leads is complex and difficult.

Inbound marketing, specifically, is about the size of your brain, not the size of your wallet. If you’re smart enough and experienced enough, and if you have the right assets combined in the right configuration, you can create a repeatable, scalable and predictable lead-generation machine.

But, what if you have a big brain and a bigger-than-most wallet? How can you combine two approaches to produce even better results?

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5 Ways Inbound Marketing Helps You Get More From Pay-Per-Click

Inbound Marketing Finally Finds A Place For Pay-Per-Click

For the longest time, inbound marketing experts thought pay-per-click was off the table for inbound marketing programs. Today, however, we’re looking at pay-per-click through a different lens. In applying our approach to marketing, pay-per-click is now on the table for inbound.

The key to making pay-per-click work well has a lot to do with the inbound philosophy. In this article, we’ll share five ways we’ve turned interruptive and inefficient pay-per-click into highly effective inbound pay-per-click.

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