PPC (pay per click) is a powerful marketing tool that can show measurable gains in ROI (return on investment) when paired with a strong inbound marketing strategy. PPC campaigns enable accelerated testing and deployment right away, verifying the real strength of product messaging, keywords, and conversion rates of your landing pages. Julie Warnecke, Principal and Founder of Found Search Media shows you how to intelligently pair PPC and inbound marketing.

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PPC & Inbound Pairing Paid Search
with Inbound
Marketing Strategies
#GoInboundMktg

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Agenda
• My Background
• Paid Search – Introduction
• Paid Search – Where we have come
• Paid Search – How it helps with Inbound

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Paid Search – The Early Years

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Paid Search – The Early Years

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What is Paid Search?
Internet advertising used to link directly to websites where advertisers pay
publishers via a live auction model when a user clicks on an ad.

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What is Paid Search

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Where People Click on Paid Ads
Position 1-3 Paid Ads
71.24% of all paid clicks
Lower
Position
Paid Ads
28.76% of all
paid clicks

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Purpose of Paid Search Elements
Keywords Ad Copy
• Anticipate what search
queries consumers will use
• Control the marketing
message shown to users
Landing Pages
• Create customized pages to
guide visitors to the desired
action
Exposure Response Interaction

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Online Marketing of the Past

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Now? We Know More Than Ever

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Attribution

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Attribution

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Valuable Insights
Share of Voice

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How Can Paid Search Help With Inbound?
Why do I need PPC
with my Inbound
Marketing?

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How Can Paid Search Help With Inbound?
Understand
Your Market
Know who you are playing against so
you can devise the right game plan

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Understand Your Market
How big is the online market for your product/service?

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Understand Your Market
Who is your
competition?
Not the same as
offline

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How Can Paid Search Help With Inbound?
Drive Traffic
Drive sales
Feed experiment sample sizes
Create a growing data pool

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Drive Traffic
• Blog Articles
• White Papers
• CTA’s
These are all important…but…
You still need to get traffic to new pages

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Drive Traffic
Drive conversions
Can do this while mapping out and implementing
SEO, inbound or email marketing plans

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How Can Paid Search Help With Inbound?
Inform
Content
StrategyKnow that you’re writing…
…the right stuff…
…for the right people…
…and putting it in all the right
places

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Inform Content Strategy
Search Query Reports
• Drive article and content strategy
how do I evaluate inbound
marketing software
Inbound marketing agencies
Inbound marketing software
comparisons

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Inform Content Strategy
Test ad copy and paid search landing pages
for
• Calls to Action
• Content
• Lead form placement

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How Can Paid Search Help With Inbound?
Pair PPC Campaigns
with Corresponding
Inbound Subjects
Test right message with right campaign
Expand your funnel
Push Users down that funnel better

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Pair PPC Campaigns with Corresponding Inbound Subjects
Upper Funnel – Awareness – Generate Traffic
• KPIs
• CPV (Cost per visit)
• Time on Site (seconds)
• Pages Per Visit (avg)
• Bounce Rate
Mid – Funnel Acquisition - Qualify Traffic
• KPIs
• CPA (Cost per acquisition)
• Acquisition CVR
• Stylist, Customer, Email Sign ups, Cart Add
• Remarketing Buckets
Low Funnel Selling to Convert Traffic
• KPIs
• ROI (ROAS)
• Orders
• eCommerce CVR
• Revenue
• Avg. Order Value
7+ Touches to convert a sale
4 - 6 Touches to convert a sale
1 - 3 Touches to convert a sale
Strangers
Visitors
Leads
Customers
Promoters

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Shrink the Timeline
Fail Fast

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Shrink the Timeline
Fail Faster if you Can

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What Many Companies Do:
• Let their gut drive content strategy
• Use long content optimization cycles
• Give up before they see the traffic
• Expect each channel to live up to similar
metrics

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Be a Smart Company:
• Let data guide content strategy
• Optimize content based on current trends
• Review attribution models to account for
varying channel performance
• Share information between marketing
groups (Social, Content, PPC, SEO, Affiliate)
• Don’t have strict silos for marketing
channels

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Why Paid Search?
• Understand Your Market
• Drive Traffic
• Inform Content Strategy
• Inbound/PPC Synergies
• Fast Market Insights
• Grows Data Pool
• Expands Funnel
• Shrink Timeline for Results
Key Benefits Strategic Advantages

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Thank You