commit: 6b2ca8a - #414 (2014-03-05 12:54:44 -0500)
so now that Rand Fishkin says that PPC is inbound marketing, can we please get a PPC discussion category? (not "PPC/Advertising")
We also need categories to discuss inbound banners and inbound warm calling techniques. Heck, even Google has called my wife to sell her Adwords.
Seems like there's a circular discussion going on: http://www.inbound.org/articles/view/goodbye-seomoz-hello-moz-moz
Maybe we need a W3C sort of meetup in the industry...
This community doesn't stop to amaze me... More often lately...
Thank God we have Rand to define inbound marketing for us
While we are at it, why not add telemarketing? I'm a big fan off PPC, but it is paid, it is interruptive, and while someone wants to add it to their inbound campaign, that doesn't make it inbound for all.
The person in the post that said inbound marketing is any kind of marketing that reaches customers when they go looking for something to buy, that is THEIR definition, not the industry known definition. This isn't to say it isn't effective at all, or that even telemarketing isn't, if they weren't no one would do them. They just don't belong as a category here.
Inbound is about content, permission, personas, etc. PPC is about interrupting the search process, it's blasting an ad to people who are searching for a specific term, much like showing an ad on a building to the people who drive by and assuming they are interested because they drove down that road.
But, that is my opinion, my interpretation and at the end of the day, the owner of this site is who will decide, not Rand or anyone else.
Rand and Dharmesh own this site :) http://www.inbound.org/about
How is PPC anything like telemarketing?
also how is ppc interruptive? user experience = search > click > this is what I want or isn't. If the ad is relevant to the keyword & intent of the searcher, then they click on it. There's no "blasting" of ads that I'm aware of.
Just look at actual Google SERPs where ads are the only thing you see above the fold.
But then arguably folks are clicking on them? They searched, and then they clicked.
But then Google might just be selling more inventory on those pages, because...
I don't think PPC is "purely" Interruptive and PPC is nothing like Telemarketing. They don't see the product or service if they don't click on the add. It's very different with telemarketing, were someone calls you and interrupts "your routine". Telemarketing is interruptive, that is why a lot of people hate it. Pay per view advertising or Pop up advertising is more interruptive, and you don't see that in Pay Per Click advertising networks (at least in G and B). You might be confusing PPC with PPV which is mostly associated with spam. If you're a new business and no one practichally knows you or your website, even if you create great content, no one will find it. PPC is the best "initial" marketing method to get started and to get found by people. Unless you have lots of influential connections who can promote for you. Again, if you pay or incentivize them, how is it different from Paid Advertising? just my 2 cents :)
Huge "opt in" overlays are inbound too. Welcome inbound marketing 2.0 - Interruption is OK now.
PPC is as inbound marketing as it gets when you consider it as a stand alone process. The way PPC can contribute to a sale could be considered interruptive if you look at it from an attribution standpoint.
If a consumer is searching for "red shoes" on Google, finds the Zappos ad copy, clicks on it, makes a purchase etc. ........... pure inbound marketing. The classic hand raiser mentality PROVEN. We love that.
If a consumer sees an ad on TV, gets an email, sees a banner ad on MSN etc and THEN decides to buy via Google search, doesn't that make ppc a contributor to the interruptive marketing process?