Why Inbound Marketers Should Embrace, Not Shun, the Power of Google Adwords and PPC
We’ve all heard the stats: Over 90% of the world will not click on a paid ad in Google search engine results.
At face value, one would therefore assume spending money on this type of medium would make little sense, not to mention the fact many experts within the digital space have spoken poorly of Adwords for years, almost as if it were the black sheep of Inbound Marketing tactics.
This being said, I would argue there may be no better time than now to embrace the power of Pay Per Click with your business.
3 Reasons Inbound Marketers Should Consider Embracing Adwords in their Mix
We can measure better than we ever have
Last year, despite the millions of visitors to the River Pools website, we still utilized Google Adwords. The reason for this was very simple—it made us money. In fact, we spent about 12k on Adwords last year and generated just over 400k in revenue.
In other words, our net profits dramatically exceeded our ad spend.
But if I wasn’t using a tool like HubSpot, this knowledge would not have been possible. I never would have known the definitive traffic, lead, and sales numbers derived from our Pay Per Click website visitors.
In the world of Sales and Marketing, the ability to measure is a game-changer. It allows us to remove emotion and suspicion and base strategies on facts.
In my case (and in the case of many of our clients here at The Sales Lion), I know PPC makes us money. I know the exact amount it makes us. And that’s a beautiful thing.
If your website is great, PPC success will only increase
In the past, Google Adwords/PPC didn’t work for many companies due to one major reason—their websites stunk.
And because they stunk (poor user experience, not answering consumer questions well, no visual content, etc.) – people came and then they left.
It’s almost analogous to a garage sale—one that has huge signs at the end of the road driving you to the house, only to find empty table with nothing on display for sale.
If a website is designed the right way, and if it’s truly consumer oriented, the likelihood that a PPC visitor will stay on your site, review its content, and then eventual convert into a lead is rather high.
Remember, all consumers (regardless if they’re clicking on an ad or organic search result) are looking for that one company that gets them, understands their questions/needs, and is willing to give them what they want.
Content Saturation is Only Increasing
There is no question as to whether or not SEO and “getting seen” is becoming increasingly difficult online. I wrote about CSI (content saturation index) years ago here on The Sales Lion and what I suspected would happen has absolutely come to fruition during this time period.
This being said, I’m definitively positive that just because an industry is saturated with content doesn’t mean we should stop listening to prospects and customers, stop worrying about teaching them, and stop producing great content through text, video, and audio to earn their trust.
It just means we’ve got to work harder, smarter, and be willing to think outside the box.
It also means we need to find other ways (beyond just SEO and social) to bring them to our website.
Adwords (along with other options like Facebook ads) are all potentially huge revenue drivers for businesses, especially if we’re willing to test, measure, and continually experiment along the way.
So there you have it folks—three reasons to consider adding (if you’re not already doing so) PPC into your Inbound Marketing mix.
In the comment section below, I’d invite anyone to share your thoughts on Google Adwords in 2016 and beyond. And if you’ve been using it with your business, what have been the results?
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