The Ultimate Guide to PPC Marketing

Marketers, can we be honest with each other for a second? On a scale of 1-10, how much do you really understand the world of paid advertising? Although 45% of small businesses do some form of online advertising, pay-per-click is still a concept that eludes many of us. As a marketer, PPC is a skill that you should have in your tool belt — or at least have a basic understanding of. This guide will help you grasp pay-per-click marketing in its entirety. To start, we’ll begin with the benefits of paid advertising and then get into some key definitions…

SEO vs. PPC: When to Optimize and When to Pay for Traffic

Imagine you’ve just created an excellent new product, and you’re excited to share your business with the world. Unfortunately, you have no idea how to share this revolutionary product with as many of your target users as possible. You’re not alone. Like you, many businesses face a similar problem regarding how to get their products in front of potential customers. Most of the time, the solution to your problem boils down to choosing between two marketing strategies: search engine optimization (SEO) or pay-per-click (PPC) campaigns. But which method is suitable for you? Is it better to pursue an organic-first approach…

The Ultimate Guide to SEM (Search Engine Marketing)

Search Engine Marketing, or SEM, is one of the most effective ways to grow your business and reach new customers. While it’s critical you employ organic strategies to attract traffic over the long-term, sometimes, you can’t properly compete on the SERPs without putting money behind it — and that’s where SEM comes into play. For instance, consider what happens when I type “summer shoes” into Google: Zappos clearly has an effective SEO strategy, since its “Summer shoes” page ranks first organically. However, their paid “Summer Shoes” ad, circled above, ranks as the first search result overall. With 35% of product…

Everything Our Paid Team Learned From Attempting a Reddit Advertising Strategy

With a ranking as one of the top ten most popular sites on the internet, Reddit is undoubtedly an intriguing channel for advertising purposes. However, the site can often seem intimidating, and perhaps even too random to create a cohesive advertising strategy. Plus, since its primary purpose is to expose viewers to the top-trending content of the moment, Reddit users are notoriously anti-marketing. Regardless of its challenges, its potential advantages proved too good an opportunity to pass up. At HubSpot, we decided to implement a strategy to see for ourselves whether Reddit can serve as a promising channel for the…

Bing PPC Ads: How They Work (and Compare to Google Ads)

If Googling has ever let you down, you may have come across another search engine called Bing. This search engine is powered by Microsoft and strives to outdo Google at every turn. Bing wants to revolutionize digital search and rival the industry’s long-standing powerhouse. It’s an ambitious goal, but one place where Bing differentiates itself is through its Pay Per Click ads, or PPC. According to our guide, Pay Per Click ads are, “a form of search engine marketing (SEM) where the advertiser pays for clicks on an ad.” Simply put, the advertiser has to pay the publisher whenever a…

The Ultimate Guide to PPC

Marketers, can we be honest with each other for a second? On a scale of 1-10, how much do you really understand the world of paid advertising? Despite the fact that 45% of small businesses use paid ads, pay-per-click is still a concept that eludes many of us. But if half of small businesses are using it, we just can’t afford to ignore this channel, no matter how perplexing. As a marketer, PPC is a skill that you should have in your tool belt — or at least have a basic understanding of. This guide will help you grasp pay-per-click…

When I woke up this morning, I groggily shuffled to my kitchen, where I made a distressing discovery: I was out of coffee grounds. Suddenly full of energy, and wanting to remedy the situation as quickly as possible, I frantically ran to my desk, opened my laptop, and typed “ground coffee beans” into Google. I received numerous results: coffee alternatives, drip coffee beans, coffee bean blends, listicles about coffee grounds, and even a list of nearby coffee places. But even though I was given all of this information, I still hadn’t found what I needed. So, I continued. After scrolling…

If you manage a Google AdWords account to supplement your organic SEO efforts, you know there are a plenty of metrics available to track and analyze. Sometimes it can be confusing and overwhelming. Since we all have limited bandwidth, it’s a good idea to narrow down the key metrics that really give you meaningful insight into what’s working — and what isn’t — in your paid search campaigns. Before we dive into the key metrics to track, let’s review a checklist to look over when you’re auditing your pay-per-click (PPC) campaigns. 1. Check your location and target settings. When you’re…