#UKHUG 2016: Should PPC be part of Your Inbound Strategy - Klood Digital
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Trevor Nicholls from Klood Digital looks at how PPC can work as a part of inbound and the best way to approach it for tangible results.
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#UKHUG 2016: Should PPC be part of Your Inbound Strategy - Klood Digital
- 2. YES!
Editor's Notes
- This question has been banded around the Inbound Community for some time and I’m going to give you my answer to this question. But before I do, let me just introduce myself, I’m Trevor Nicholls, Head of inbound marketing for Klood Digital. I’m certified in every aspect of HubSpot/Inbound and have many years experience using Inbound marketing methodologies to grow businesses, both my own and clients. I’m also a Google Specialist, certified in every aspect of Adwords and Analytics. So, without wishing to be up my own backside, I think I have a pretty qualified opinion on this matter. – So Should PPC be part of your inbound strategy?
- One of the things that you’ll notice is that PPC doesn’t actually appear anywhere on this model, however isn’t it interesting that HubSpot have recently released a paid search module so that you can manage your Adwords and LinkedIn ads through the portal? I would imagine that very soon they’ll release another version of this where PPC will be included.
- Like it or not, the digital marketing landscape is becoming more of a pay to play environment. It’s becoming harder and harder to get noticed on the internet using organic methods alone. Take a look at this search engine results page for example, I searched for Digital marketing agency and this is what I got. What do you notice? Where’s the organic listings? Below the fold. Depending upon the size of your browser, organic listings are appearing lower and lower down the page. On social, reach is becoming less and less with your natural posts and it’s now extremely difficult to get great exposure without having some budget for paid ads.
- One of the things that you’ll notice is that PPC doesn’t actually appear anywhere on this model, however isn’t it interesting that HubSpot have recently released a paid search module so that you can manage your Adwords and LinkedIn ads through the portal? I would imagine that very soon they’ll release another version of this where PPC will be included.
- Don’t make your visitor hunt around for the information that you’ve promised them. Send them directly to the page where you can deliver what they’re looking for.