Local Paid Search Advertising Essentials

paid search advertisingLocal paid search advertising, also known as pay-per-click (PPC), is one of the oldest online paid media channels out there. This approach enables businesses to reach a larger audience based on geography and other demographics but comes with a cost. The paid search model is ideal for small and local businesses who compete with bigger companies and known brands and have difficulty ranking on page 1 of the search engines.  Did you know:

  • 74% of Users perform Local Searches
  • 82% of them follow up with an in-store visit, phone call or purchase
  • Cost per click is only one of the factors considered when ranking your ad
  • Ads can cost from a few pennies to hundreds of dollars for each click

When it comes to users, search queries, and search delivery, Google is still king. Therefore, most digital marketers invest in creating ad campaigns through Google Adwords. The process of getting an ad approved and run by Google is getting more complicated. Marketers should also consider the possibilities of paid search on Yahoo and Bing, which may be more cost effective than Google, as well as social channels.  Social channels provide a different level of segmentation that may prove very useful for certain campaigns.

The goal of Paid Search advertising is to drive conversions.  So it is important to know how to maximize your results.  We use a proprietary system that matches the best platform, keyword, ad copy and landing page that provides you with results. This is explained in this short video by my WSI associate Chuck Bankoff.  Just be sure to contact me at WSI WebSense and not Chuck if you are interested in more services 🙂 .

If you want to learn more about paid search advertising, this blog post by my colleague, Benjamin Smith, will help you better understand the terminology and advertising platforms. PPC has significant advantages for most local businesses.

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