Maintain an inbound mindset
Posted: Sun Jan 05, 2025 6:56 am
Because PPC advertising is traditionally an outbound marketing approach, it’s important that you keep inbound best practices in mind while implementing it. Rather than purchasing ad space and interrupting someone’s day, make sure you’re offering highly relevant content to a targeted audience.
Don’t forget the core tenants of the inbound methodology: helpful, noninvasive and contextually relevant. Structure your paid ad campaigns so that they’re educational and served to specific, segmented audiences based on your buyer personas.
2. Be conscious of targeting and timing
When serving these ads, you also have to take into account paytm database who you’re targeting and when you’re targeting them. If you’re a B2B business, it will probably be more effective to serve ads within the 9 to 5 timeframe, not at 11 at night when your ideal customers are likely to be at home in bed. Also consider where you do business. If you only operate within the United States, then you shouldn’t serve ads in Europe or Asia.
Make sure to keep funnel stages and buying cycles in mind as well. You wouldn’t want to serve bottom of the funnel content to someone who’s never heard of your brand before. Conversely, don’t waste general awareness ads on people who are ready to become customers. Target users in the decision stage by segmenting your audience by past conversions.
By serving ads with the right content to the right people at the right time, you can ensure these ads will be as effective as possible.
3. Don’t rely on Google’s defaults
Google provides default settings for certain features of PPC advertising. For example, Google may offer to optimize and adjust your keyword bidding for you. This may be easier, but it’s not ideal. You know your business better than Google does, so you should be in control of this process.
Keep up to date with your ads. Check in on your ads periodically, manually adjust the bids based on how they’re performing and make sure none of them have been flagged due to recent changes in SEO criteria. This will give you better insight into how and why your ads are performing. If you let Google adjust your settings without your input and conversions decrease, you won’t know what to change to bring those conversions back up again.
Don’t forget the core tenants of the inbound methodology: helpful, noninvasive and contextually relevant. Structure your paid ad campaigns so that they’re educational and served to specific, segmented audiences based on your buyer personas.
2. Be conscious of targeting and timing
When serving these ads, you also have to take into account paytm database who you’re targeting and when you’re targeting them. If you’re a B2B business, it will probably be more effective to serve ads within the 9 to 5 timeframe, not at 11 at night when your ideal customers are likely to be at home in bed. Also consider where you do business. If you only operate within the United States, then you shouldn’t serve ads in Europe or Asia.
Make sure to keep funnel stages and buying cycles in mind as well. You wouldn’t want to serve bottom of the funnel content to someone who’s never heard of your brand before. Conversely, don’t waste general awareness ads on people who are ready to become customers. Target users in the decision stage by segmenting your audience by past conversions.
By serving ads with the right content to the right people at the right time, you can ensure these ads will be as effective as possible.
3. Don’t rely on Google’s defaults
Google provides default settings for certain features of PPC advertising. For example, Google may offer to optimize and adjust your keyword bidding for you. This may be easier, but it’s not ideal. You know your business better than Google does, so you should be in control of this process.
Keep up to date with your ads. Check in on your ads periodically, manually adjust the bids based on how they’re performing and make sure none of them have been flagged due to recent changes in SEO criteria. This will give you better insight into how and why your ads are performing. If you let Google adjust your settings without your input and conversions decrease, you won’t know what to change to bring those conversions back up again.