how to use them in your strategy? – WAU

Today we are going to talk about the famous Google Adwords and learn how it can help in your strategies. So, let’s go! We have seen that the conversation nowadays has been on how to invest money and efforts in Inbound Marketing. The Content Institute reveals that marketers, on average, use more than […]

Today we are going to talk about the famous Google Adwords and learn how it can help in your strategies. So, let’s go!

We have seen that the conversation nowadays has been on how to invest money and efforts in Inbound Marketing. The Content Institute reveals that marketers, on average, use more than 13 different tactics in their strategies to attract leads. Blogs, email marketing campaigns, infographics, videos, articles, etc. are used. The question is: how do we make these contents reach the public?

It is important to note that Inbound can be implemented differently by each sector. Therefore, budgets also vary. But the most important part of any Inbound strategy is to use all available resources, in the most effective way possible to generate qualified leads. In this case, one of the definitive tactics is to use the famous PPC (Pay Per Click).

Using PPC

With PPC, companies are able to display their ads in the sponsored results sections on a search engine page. Then, each time the ad receives a click, whoever clicked is directed to the page of the advertised company website. PPC is ideal when you want to increase traffic levels in less time. Furthermore, it is a flexible tactic that allows updates or modifications at any time.

Although Inbound uses Content Marketing and SEO, techniques that facilitate traffic without major investments, the use of Sponsored Links should not be ruled out in companies’ actions. The idea, in this case, is to unite all these tools, making the strategy more complete, and, therefore, guaranteeing greater results for the brand.

Google Adwords and inbound marketing

When a company starts an Inbound strategy, one of the main objectives is to make its platform (website / blog) easily found by the target audience on search engines, especially Google. Therefore, several terms used in the search of users, parallel to the company’s products and services, are optimized in order to rank the website’s display in the results. Thus, standing out in the first results means meeting several requirements of the mechanism, in this case, Google, so that the site is easily indexed, offering new and relevant content as a consequence.

Inbound aligned with Google AdWords Sponsored Links

Google AdWords appears as a great partner for companies that invest in inbound. After all, AdWords is one of the most successful advertising systems in the world. A great advantage is that Sponsored Links offer instant results. If the campaign is set up correctly, considering all the essential elements for a good campaign, your site starts receiving qualified traffic immediately.

Here comes a key point in this matter: Google AdWords creates shortcuts for sites to have their content available on the internet immediately. So there is no need to wait months for Google to crawl and index all the content you produce. Therefore, when you direct a portion of your budget to AdWords, your material is promptly displayed in search results. This highlights why it is very important that new startups start their Inbound actions by investing in AdWords.

In the Sponsored Links, the pages displayed in the results are selected and the ads appear according to the content and the target audience. This includes the possibility of displaying different results for different users. In addition, some additional features like ad extensions increase the relevance of Links, generating even more clicks and conversions. We emphasize that if the intention is to launch new content, such as an ebook, for example, as well as anything else new in your company, it is very worthwhile to direct investments in Google AdWords.

Three great tips for you to implement a nice PPC in your inbound strategy:

  • Always improve relevant keyword combinations (organic and paid) for PPC campaigns;
  • Spend time figuring out how to lower your cost per customer acquisition (CPA);
  • Set aside a monthly budget for sponsored links.

PPC really works! However, just like any other marketing tactic, it needs to bring results. And in many cases, this result only appears after a while. Part of this process is to identify which search terms are being used by competitors. By doing this, your company will have a better understanding of the competitive landscape. There are tools, such as Ispionage, that allow you to do this search. In addition, the Google Adwords Keyword Planner already helps when it comes to knowing which terms have the greatest potential for use.

Possible disadvantages

We would be unfair if we didn’t tell you the disadvantages associated with this technique. First of all, using PPC and investing in AdWords there is a considerable financial investment. Second, we must take into account that the ranking of your ad, that is, its location in the search engine, depends exclusively on how much you are willing to invest. Therefore, not all ads occupy the first place in the results, which reduces the chances of your website being noticed by Internet users.

In short, to use AdWords you need to test several possibilities until you get the result you expect. If your company is not so urgent to be found in the top positions, it makes more sense to invest in the famous SEO. With it, the waiting time is compensated by a more consolidated position in search engine locations, since most of the clicks made by users are of organic origin. So, analyze what is most advantageous at the moment, but our advice is: do not rule out any possibilities. It means that if you can use both PPC and Sponsored Links, as well as SEO, do it!


There is no doubt that Inbound contributes directly to the growth and consolidation of your brand on the web. But it should not be viewed with limitations, as it is an element of marketing that has great potential for positive results, and therefore can be aligned with the immediate exposure in Google Sponsored Links. So, any consideration? Interact in the comments! Big hug and until next time!

Want to learn more about Adwords? Download our free ebook on the topic now!

download google adwords ebook