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How to Make AdWords and Inbound Work Together for Your Business

How to Make AdWords and Inbound Work Together for Your Business
Elissa Blankenship
How to Make AdWords and Inbound Work Together for Your Business

How to Make AdWords and Inbound Work Together for Your Business

AdWords and inbound marketing are two different marketing strategies that can be used to attract and convert customers. However, they have some key differences.

AdWords is a paid advertising platform that allows businesses to display their ads at the top of search engine results pages (SERPs) and on other websites across the Google Display Network. Businesses pay a fee each time someone clicks on their ad.

Inbound marketing, on the other hand, is a long-term strategy that focuses on attracting and engaging potential customers by creating and distributing valuable content, such as blog posts, e-books, and webinars. Inbound marketing aims to build trust and relationships with potential customers so that they are more likely to buy from the business when ready.

Comparison of AdWords and Inbound Marketing

*Image source: Raka

Which is Right for Your Business?

The best marketing strategy for your business will depend on your budget, goals, and target audience. If you are looking for a quick way to drive traffic to your website and generate leads or sales, AdWords may be a good option for you. However, if you are looking for a more sustainable long-term marketing strategy, inbound marketing may be a better choice.

Using AdWords and Inbound Marketing Together

Many businesses use AdWords and inbound marketing together to achieve their marketing goals. For example, a business may use AdWords to drive traffic to their landing pages, where they can collect leads and nurture them through the sales funnel using email marketing and other inbound marketing tactics.

By combining the power of AdWords and inbound marketing, businesses can attract more visitors to their website, generate more leads, and close more sales.

How To Develop An Inbound Marketing Strategy 

10 Best Practices for B2B Companies Looking to Maximize AdWords

1. Do your keyword research

This is the foundation of any successful AdWords campaign. Make sure you target the right keywords, including both short-tail and long-tail keywords. You should also use negative keywords to prevent your ads from showing irrelevant searches.

2. Create targeted ad groups

Each ad group should focus on a specific group of keywords and a corresponding landing page. This will help you ensure that your ads are relevant to the searcher and that your landing pages are optimized for conversions.

3. Write compelling ad copy

Your ad copy should be clear, concise, and persuasive. It should also accurately reflect the content of your  landing page.

4. Use extensions

Ad extensions can provide additional information about your business and make your ads more visible. Some popular extensions include site links, callouts, and location extensions.

5. Set competitive bids

Your bids will determine how often your ads show and how much you pay per click. It's important to set competitive bids for your target keywords, but you also need to be mindful of your budget.

6. Track your results and optimize your campaigns

AdWords provides a variety of tools to help you track your results and optimize your campaigns. Make sure to review your performance data regularly and adjust as needed.

7. Use remarketing

Remarketing allows you to show ads to people who have already visited your website. This can be a great way to stay top-of-mind with potential customers and encourage them to return to your website.

8. Target your ads by industry and job title

AdWords allows you to target your ads to people in specific industries and with specific job titles. This can help you reach your ideal customers more effectively.

9. Use ad scheduling

Ad scheduling allows you to control when your ads show. This can be useful if you want to target your ads to specific times of day or days of the week.

10. Use conversion tracking

Conversion tracking allows you to track the actions that people take on your website after clicking on your ads. This information can be used to optimize your campaigns and improve your ROI.

Additional Tips for Using AdWords

  • Focus on long-term results. The B2B sales cycle can be long, so it's important to focus on long-term results with your AdWords campaigns. Don't expect to see a lot of sales overnight.

  • Nurture your leads. Once you generate leads from your AdWords campaigns, it's important to nurture them through the sales funnel using email marketing and other inbound marketing tactics.

  • Use landing pages that are optimized for conversions. Your landing pages should be designed to convert visitors into leads or customers. Make sure they are clear, concise, and persuasive.

  • Test and optimize your campaigns regularly. AdWords is a constantly changing platform, so it's important to test and optimize your campaigns regularly to ensure you're getting the best possible results.

By following these best practices, B2B companies can maximize their AdWords results and achieve their marketing goals.

For best practices on Inbound Marketing, keep following our blog.

LeadG2 Inbound Marketing Revenue Impact Calculator

About Author

Elissa Blankenship

I've started and managed digital sales organizations for a decade and a half. Understanding the digital AND marketing ecosystem and how they work together allows me to lead our teams to drive the best results for our clients.

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