As marketers, we can agree that our industry is no stranger to change. Whether it’s a new Google algorithm making your organic rank plummet or a new user experience in your favorite app turning a once simple task into a pain in the butt, it's all become rather routine. Social media marketing, content, and conversational marketing are evolving every day, and search engine optimization and marketing (specifically PPC) are no exception to that rule.
Unless you're one of the 19% of people using Bing or Yahoo, we all go searching for answers in the same place. Google. Google, in all its tech glory, represents two completely different, yet equally valuable traffic sources to inbound marketers: organic search and paid search.
In the early days of inbound, advertising was a bit of a taboo subject. It was a tether to the old world of outbound marketing and it wasn't very measureable, but lucky for all you mad men out there, times have changed. With the rise of social media, Google AdWords, and even the HubSpot Ads Add-On, advertising has found new life online and alongside inbound marketing.
I find it amusing that many in the inbound and content marketing space look down upon pay per click advertising almost as if it’s a black sheep in a world full of perfect marketing practices, never to be “fooled with” by such skillful (and altruistic) professionals. Let me be blunt for a second: If anyone ever gives you a blanket statement such as, “All PPC advertising is a waste” then they are a fool and you should ignore everything else they tell you from that point forward.