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Getting off Google AdWords PPC Crack. Mike Volpe VP Marketing @ HubSpot Twitter: @ mvolpe. Who’s HubSpot?. Founded in July 2006 from research at MIT Cambridge, MA 1400+ customers, 85+ employees. HubSpot Awards. HubSpot Buzz. HubSpot Customers’ Proven ROI .

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getting off google adwords ppc crack

Getting off Google AdWords PPC Crack

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

who s hubspot
Who’s HubSpot?
  • Founded in July 2006 from research at MIT
  • Cambridge, MA
  • 1400+ customers, 85+ employees
hubspot customers proven roi
HubSpot Customers’ Proven ROI

Cilk Arts Increases Leads 500%

Makana Solutions 3x Leads, 2x Conversions

VocioPays for HubSpot 30x Over with New Leads

Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads

threat and opportunity
Threat and Opportunity

1950 - 2000

2000 - 2050

outbound marketing is broken
Outbound Marketing is Broken




inbound marketing1
Inbound Marketing



  • Get Found
  • Publish
  • Promote
  • Optimize
  • Convert
  • Test
  • Target
  • Nurture
  • Get Found
  • Content Mgmt
  • Blogging
  • Social Media
  • SEO
  • Analytics
  • Convert
  • Offers / CTAs
  • Landing Pages
  • Email
  • Lead Intelligence
  • Lead Mgmt
  • Analytics

Get Found


budget vs brains
Budget vs. Brains

Flickr: Refracted Moments

Flickr: Gaetoan Lee

is ppc inbound marketing
Is PPC Inbound Marketing?



Not building long term asset


Not a sustainable business advantage

  • Not interruptive
  • Permission based
  • Leverages search
organic search advantage
Organic Search Advantage
  • Free
  • More traffic
  • Smarter people
  • Longer lasting

Source: Marketing Sherpa and Enquiro Research

organic search advantage1
Organic Search Advantage
  • Free
  • More traffic
  • Smarter people
  • Longer lasting

Pay Per Click – 25% of Clicks

Organic Results

75% of clicks

Source: Marketing Sherpa and Enquiro Research

ppc vs seo

SEO = Working Out

  • More Time and Effort
  • Less $ & Long Lasting

PPC = Liposuction

  • Fast & Easy
  • Expensive & Temporary
the math of ppc vs seo
The Math of PPC vs. SEO

Pay Per Click

Search Engine Optimization

great uses of ppc
Great Uses of PPC
  • Fast results
    • Don’t get addicted!
  • Test conversions by keywords
  • Promote short term events
  • Test new products / markets
agenda getting off the ppc crack
Agenda: Getting off the PPC Crack
  • Publish (Get Found)
  • Promote (Get Found)
  • Optimize (Get Found)
  • Landing Pages (Convert)

Flickr: Annie Mole

what to publish
What to Publish?
  • Blog
  • Podcast
  • Videos
  • Photos
  • Presentations
  • eBooks
  • News Releases
target content to your personas
Target Content to Your Personas

Kadient photo by: David Meerman Scott

a word of caution
A Word of Caution
  • Writing for your personas DOES NOT mean writing about the products and services you sell them
  • Write about the things they want to learn about
biggest blogging mistake
Biggest Blogging Mistake

A “free” URL from Blogspot or Typepad

  • – NO!
  • – NO!
  • – Yes
  • – Yes
  • – Yes
blog frequency
Blog Frequency
  • Steady readership?
    • At least weekly, more is better.
  • SEO focused?
    • Frequency is less important.
blog topic ideas
Blog Topic Ideas
  • List of 5 ideas, trends or thoughts
  • Publish a list of links
  • Take a recent experience and share it
  • Answer questions you received recently
  • Comment on other blog articles
  • Turn a press release into a blog article
  • Check your email outbox
promote your content
Promote Your Content

Flickr: ClintJCL

social media networking
Social Media = Networking
  • Become a real member of the community
  • Add value to the community
    • Ask and answer questions
  • More effective than live cocktail parties
    • No boundaries of time or space
    • Other people can listen in easily
pick your keyword battles
Pick Your Keyword Battles


Flickr: Extra Medium

Flickr: Simonstarr




on page seo
On-Page SEO
  • Page Title
  • Clean URL
  • Headers & Content
  • Description
seo off page seo
SEO = Off-Page SEO
  • Recommendations from friends
    • “I know HubSpot”
    • “HubSpot is a marketing expert”
    • You trust the person saying this
  • Links are online recommendations
    • A link:
    • Anchor text: Internet Marketing
    • Link is from a trusted website
convert with landing pages
Convert with Landing Pages

Target Market

Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).

A cost becomes a benefit.

Website Visitors




landing page tips
Landing Page Tips
  • Limited navigation
  • Clear and simple
  • Form above fold
landing page uses
Landing Page Uses
  • Call to action on website homepage
  • Links in all email newsletters / emails
  • Use for all pay-per-click ads
  • Next step after tradeshows or events
thank you

Thank You!


Free Tools:

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe