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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Why Inbound Marketing Pay-Per-Click Isn't A Quick Fix For Lead Gen

Your Expectations From Pay-Per-Click Are Critical If You Want It In Your Inbound Marketing Mix

Pay-per-click used to be the marketer’s easy button. Buy some ads, get some clicks and generate some leads. Don’t misunderstand my flippant attitude; I know it doesn’t work exactly like that, but most of our clients and potential clients sure thought that’s how it worked and were disappointed when it didn’t work exactly like that. I even had one client pumping $40,000 a month into Google AdWords to fill up the top of her funnel, even though her sales team couldn’t work the leads she had through the funnel.

Today, all forms of pay-per-click campaign management (search engine and social sites) are much more complicated. Many more people are bidding on the same keywords, the mathematics that drive the programs are more complex, and more inexperienced users are contributing to over bidding and inefficient program management. This is contributing to more pay-per-click programs that are producing lower and even disappointing results. Don’t worry, this doesn’t mean pay-per-click won’t work; it just means you have to be smarter and have more realistic expectations.

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How Long Does Inbound Marketing Need To Wean You Off Pay Per Click?

As Long As It Takes To Ramp Up Inbound Marketing Lead Generation

Almost everything with inbound marketing is relative, so the answer to this question has more to do with you than with inbound. If you have a pay per click program running now and you want to get off it, then you can aggressively plan to have other, more inbound-oriented, tactics pick up the slack in as little as 30 days.

If you’re more skeptical about inbound and reluctant to turn off your current source of new website visitors, then you can design an inbound plan that allows you to ramp up inbound more slowly and, at the same time, slowly decrease your PPC efforts. How and when you do this is all about your strategy and plan.

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5 Ways Inbound Marketing Helps Market To Companies You Want To Do Business With

Account-Based Marketing Is Gaining Traction, But It’s Not New

Inbound marketing helps people who are looking for companies like yours. It ensures that when people start searching, they find your business. But, what if someone needs what you offer and isn’t looking yet? Don’t you want to be on their radar?

Yes, you do, and there is a set of inbound marketing tactics that you should be considering in order to get in front of your target companies and personas. Some people refer to this as account-based marketing, but it isn’t new. It’s been part of an integrated inbound campaign since we started our agency back in 2003.

Key tactics for account-based marketing include some of the following suggestions.

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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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How To Use Pay-Per-Click In An Inbound Marketing Program

Is Pay-Per-Click Inbound Marketing? We Think So, If Applied Properly

Is pay-per-click considered inbound marketing? It’s a question we’ve been asking for a while, and honestly, our answer has changed over time. Not because we’re fickle or we’re hedging, but rather we’ve figured out how to infuse pay-per-click into our clients inbound programs. This has allowed us to answer the question as follows: Of course, pay-per-click is part of inbound marketing.

OK, but isn’t pay-per-click interruptive advertising? I guess so if you look at it logically. When you change your lens, however, and start marketing educational content with a highly personalized user experience, as well as use the micro-targeting available from social sites, you get a very effective inbound tactic that drives leads for clients.

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Google PPC Display Changes: Inbound Marketing Helps You Respond

Inbound Marketing Helps Companies Transition Away From PPC

If you use Google (and who doesn’t?), you might have noticed that the right-hand rail, where pay-per-click ads were displayed, has been removed. This happened on Monday, Feb. 22, when Google made the big change to how ads are displayed on the search engine results pages (SERPs).

Previously, Google AdWords paid ads appeared as the top three positions above the organic content, down the entire right-hand side of the page and at the bottom. These right-hand ads allowed for more advertisers to have a presence on the coveted first page of Google. Due to the auction format of AdWords, clients with smaller budgets often found visibility in these lower right-hand ads because they were usually significantly cheaper than the highly competitive top three positions.

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Inbound Marketing Helps Social Media Pay-Per-Click Outflank AdWords

Inbound Marketing Needs Better PPC Options Like Social Sites Provide

Inbound marketing has long debated whether pay-per-click is a part of the inbound methodology or not. I’ve been on both sides of the argument more than once. I see this as a gray area, but today, I think we can safely consider pay-per-click (if applied correctly) an inbound tactic.

Yes, technically pay-per-click is interruptive in that you’re pushing ads in front of people. But, here’s where the gray area is your friend: Those people are searching for information related to your ad. In essence, it’s helping you get found, which is a very specific step in the inbound methodology.

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Inbound Marketing Strategies Evolve To Include Inbound Ads

Inbound Marketing Strategies Can Include Pay-Per-Click Advertising

Inbound marketing has always straddled the line when it comes to pay-per-click (PPC) advertising. Is it inbound or not?

We’ve always felt that as long as you’re promoting content and the people finding your ad are actively looking for solutions like the one you’re displaying, then any type of program like this is considered an inbound ad program.

We’ve been testing tactics like this on our agency and running very successful PPC programs for clients for years. We prefer LinkedIn marketing campaigns for B2B, and Facebook marketing campaigns for B2C and some selected B2B, over Google, Yahoo! or Bing, but we’ve done all types of programs and continue to do these for clients.

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How Advertising Continues To Die A Slow And Painful Death

First, there was the Do Not Call List, which prevented unwanted phone calls to our homes and severely limited telemarketing. Then, caller ID enabled us to avoid answering the phone when people we didn’t know were calling. Next, DVR was created, allowing us to fast-forward through commercials.

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