Depending on which marketer you talk to, pay-per-click (PPC) advertising is either the devil or an integral part of a company’s marketing mix. True defenders of inbound marketing will beat their chests and say that focusing on organic traffic is the best way to go, while others will point to the competitive landscape and proven ROI of well managed PPC campaigns.
Inbound Marketing is cost effective and outperforms every time when compared with Outbound Marketing. Some companies rely entirely on Outbound Marketing. Some companies rely mainly on Inbound. However, it is important for companies to combine Outbound and Inbound Marketing as buyers do not always flock to your solutions and brand.
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. These ad campaigns help digital marketers either to promote company's products and services, create brand awareness or nurture leads in the buying process. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.