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Let's do some quick math. PPC + Inbound Marketing = Relevancy. Furthermore, Relevancy = Sales. Paid searchcan be difficult, but it doesn't have to be if you adhere to the basic principles of inbound marketing. Being relevant can also be difficult in terms of finding opportunities, but it is a key component to connecting with your target market. With paid search, if a user on Google or Bing types in a search query, you as a marketer have the ability to present an offering that is almost identical to what was specifically searched for by that user. Now isn't that the perfect opportunity to be relevant?