Although paid search can sometimes seem like more of an outbound marketing tool, it is actually a beneficial supporting piece of an inbound marketing strategy. When used correctly for inbound marketing, you could lower the cost when compared to traditional PPC campaigns by changing your goals. By switching your goals from increased click volume to qualified leads and traffic, you are able to use paid search as a valuable asset for your company.
There is a reason why we choose to focus all of our attention on Google: You’ve got to go where the eyes are. According to StatCounter, Google controls 87% of the search volume query in the United States. Check out this visual and you will see why it makes sense to focus on Google Adwords when running your Pay Per Click campaign.
To truly be functional, your website should answer five fundamental questions. Because of this, your website must appeal to a wide audience and must contain information about you, your company and your offerings. In other words, it’s full of options and distractions. However, if you are trying to lead a visitor or lead to a specific spot based off of a marketing campaign or promotion, having all these answers in front of them can be distracting and ultimately detrimential to your close rate.