How Inbound Marketing and Google AdWords Play Well Together

May 23, 2014 | Google, Inbound Marketing

Friends holding hands in front of the sunset

Here is a recent conversation I had with a client regarding the use of Google AdWords:

Me: Your Google AdWords investment would be enhanced by clearly defined goals. 

Him: What kind of goals?
Me: It can be anything from simply visiting a particular page to actually placing an order.
Him: What if I want to send them to our customer interaction site for product reviews?
Me: That’s a very measurable goal and can be easily established and tracked.

Him: How about offering a promotional incentive for taking that step?
Me: That’s perfect. This is even more of an inducement to reach your goal and helps you capture qualified leads.

Those of you familiar with the inbound marketing cycle realize the parallels. Inbound marketing uses a variety of media to engage your buyer personas. In doing so, you encourage interaction by offering free tools that help to educate an interested person in the services you offer. It strives to be non-interruptive, and helps customers come to you naturally through their interest in your area of expertise.

Google AdWords allows advertisers to appear on selected keyword search results. The frequency and placement of your ad depends on several factors, including the popularity of the keyword, competitive bids, quality score, and your budget. This marketing tool can be pay-per-click (PPC) advertising that only charges an advertiser when a viewer clicks on an ad—among other payment options.

Although some view AdWords as interruptive because it is paid advertising, I see it as a natural introduction to a brand. For example, someone searching for gluten-free foods has already indicated his interest by selecting it in the search term, and one’s ad offers a response mechanism to unite the searcher’s interest in gluten-free foods with the advertiser’s product line. But once you receive the “click,” what do you do to ensure you move them along the sales process?

Here are a few ways to make the most of your AdWords investment by following key steps in the inbound marketing process. Along the line, you might even improve your search engine rankings.

1. Develop a Keyword Strategy

Keywords are the search terms your buyer personas use to find the items you market. Do your research and select them carefully, prior to devoting resources to AdWords. This is very important because your inbound marketing will build content around these selections.

2. Make a Clear Call to Action

Decide what you want the customer to do. Whether it’s an ad, a blog, or a social media post, make the next step very clear and uncluttered by other appeals.

3. Make Your Landing Page an Exact Match to Your Appeal

In other words, what appears as an offer in your ad must appear in your landing page. These must match up so your prospect knows that what they’ve clicked on parallels what appears on your page. This not only satisfies a prospective customer, but also the search gods at Google.

These steps are a very basic start toward a campaign that unites Google AdWords with a successful inbound marketing strategy. We would love to explore this in more detail through a free consultation. Click here to request more information about this offer. (Come to think of it, this sounds like a good AdWords appeal. I think I’ll start our new campaign today.)

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