The landscape of paid search is changing. That’s no secret. From the ever-fluctuating Google algorithm to the introduction of new headlines and descriptions, continuing education in your PPC (Pay-per-click) career has never been as integral to success as it is now. The harmony between advertisements and the landing pages you drive them to is ever-important.

First and foremost, let’s briefly touch on the value of incorporating PPC into your marketing campaigns.

A popular belief is that PPC is costly. What needs to be understood is that setting your own budget limits exactly how much you will spend. Plus, unlike traditional advertising where you pay for space regardless of whether you generate conversions, you only pay when your advertisement is clicked with PPC. In regards to the Google search platform, you can expect to pay around $2.60 per click for search advertisements and $0.60 per display advertisements. So, although inbound marketing is the direct opposite of paid search, the harmony between them is often understated.

To properly incorporate inbound marketing into your paid search efforts, and to understand if doing so is even right for your goals, follow these three steps:

1) Assess Your Goals
2) Keep An Inbound Mindset, But A PPC Orientation
3) Understand How Inbound Can Boost Your Metrics

Three Steps To PPC-ing Your Inbound Marketing Campaign

1. Asses Your Inbound Marketing and PPC Goals

In order to properly implement your inbound marketing strategy with your paid search efforts, you have to first decide what exactly you want it to look like.

How will you measure the success of the campaign as a whole? How will it tie into your overall marketing plan? Most importantly, does this fit within your marketing scheme as a whole? Do you have the right tools in place to properly integrate Inbound into your PPC efforts?

Answering these questions is important in deciding whether or not a combination of inbound marketing and PPC will work for you. You can’t just incorporate inbound methods into your paid search campaigns if you do not plan properly.

Strategic sessions are important to proper implementation. Once you know you have everything in place to move forward with a dual inbound and PPC campaign, you can begin planning deeper.

2. PPC Oriented, Inbound Marketing Mindset

When creating your paid search campaigns, keep in mind the core tenants of inbound when crafting your advertisements. Don’t force things. Stay educational and informative.

Provide a useful CTA, and if the consumer is interested, they will follow through. Trying to bait in potential customers with deceitful ad copy or over-aggressive messaging will only harm your metrics in the end.

You may experience a month of positive results, but this will level off. Ensuring your ad copy is educational and light-handed will benefit your PPC campaigns far more than any aggressive messaging will. Remember, many people perceive advertisements on the internet as intrusive. Don’t lump yourself in with this. Stand out, and stay informational.

Know that everything in the paid search realm works in tandem to accomplish a goal. Excellent ad copy, compelling creative, and a stellar landing page.

If you are missing any of these three components, expect your overall efforts to suffer as a result. Why spend time and effort earning your portion of the digital market share if you are unable to capitalize on it? Don’t ignore any avenue of the paid search realm, all rules still apply.

3. Understand How Inbound Marketing Can Boost Your PPC Metrics

There is a certain level of harmony between ad copy, content offers keyword research and landing pages. PPC metrics like conversion rates are affected by how enticing and well-placed form-fills are on landing pages. Similarly, the completion of goals through good inbound marketing efforts will help to boost conversion rates. This, in turn, can help boost the overall cost-per-acquisition.

If we’re being candid, the amount you pay for a new client is ultra-important. (Especially if you’re doing executing a marketing strategy for a client).

Driving the bottom line is one of the most critical things you can do for your clients. Enticing ad copy plus a landing page that draws the customer to complete an action is an excellent way of lowering the cost you pay per new acquisition.

Why does this lower cost?

Well, conversions are a lot like buying in bulk. You pay less the more you buy. If you are only generating 20 or 30 conversions a month, your cost per acquisition will be markedly higher compared to if you were generating 60 or 70 conversions per month.

Driving your conversion numbers up will drive your cost-per-acquisition down, ultimately boosting your bottom line. Paid search experts often times live and die by the metrics. You can have all the hope in the world for your campaigns, but if your metrics don’t align with your promises, you won’t be given the time of day.

This applies to clients you are currently working with, as well. If your metrics continually decrease, in all likelihood, they will turn to someone else to handle their marketing efforts. In essence, f you are running a PPC campaign with an inbound infusion, if your inbound methods aren’t up to par, your PPC metrics will suffer as a result.

You’re Ready for an Inbound and PPC Strategy!

If all three of the above steps are in place, then you are ready to incorporate inbound into your PPC efforts. Remember, PPC is a great way to drive traffic to your inbound work!

PPC is essentially the fishing pole, inbound is the hook that reels them in. Enticing landing page, enticing form fills. These drive your conversions and ultimately drive the bottom line for your clients.

In fact, more and more marketers are incorporating inbound into their paid search efforts. A/B testing the copy between two display campaigns, testing the effectiveness of different content offers, these represent what inbound marketing is about. Similarly, optimizing your bidding strategies and ensuring the steps for proper campaign creation is essential for beginning paid search campaigns. Everything works in unison.

Looking for other ways to give your inbound marketing campaign an extra push? Be sure to check out our Inbound Marketing 101 Checklist. Still curious about things? Shoot me an e-mail at and we can discuss your aspirations.