TOP 3 TIPS FOR RUNNING A SUCCESSFUL LOCAL PPC CAMPAIGN
Most businesses understand and embrace the value of building their organic search rankings on Google, but the value of pay-per-click or PPC advertising is often misunderstood and underestimated. While high organic search rankings are a great way to drive traffic and increase exposure for any business, there are only 10-16 spots available on the first page of Google for any given search term. In most industries, hundreds of businesses will be vying for those coveted first page Google results, and PPC ads give all businesses the ability to gain exposure on the first page of Google for local search terms.
Businesses can also run PPC ads through a variety of other mediums like Bing, Yahoo, Facebook, and LinkedIn. This makes it possible to target your ideal customers and experiment with different platforms to see which one generates the highest click through and conversion rates.
Reasons to Consider Utilizing Pay-Per-Click Advertising
PPC is a powerful marketing tool for all businesses. For companies that don’t have high organic rankings for relevant local search terms, PPC can provide a way to achieve better visibility and leverage your online assets. For start-ups or businesses that are just beginning to ramp up their SEO efforts, PPC can provide an additional revenue stream, and even businesses with an established presence on search engines can generate additional revenue through PPC ads.
Another great reason to consider running a PPC campaign is because you can set the budget, which means you can start small to analyze your return and then grow it once you find a strategy that works for you. Most businesses hire an experienced search engine marketer to help them set up and manage their PPC campaign, as these marketers know the ins and outs of PPC advertising and can establish cost-effective and successful ad campaigns.
Search engine marketing may also play a role in organic search rankings due to the increase in clicks and exposure a website will get from PPC advertising. Since organic rankings are based on relevance and popularity, PPC ads can help improve the website’s popularity score through Google and bolster search engine optimization efforts.
Top Tips for Running a PPC Campaign
Beginning a PPC campaign can be a little confusing at first if you’ve never worked with the programs before, but by utilizing the following tips, you can get the most from your paid advertising efforts.
#1. Keep it Local
For local businesses, bidding on key phrases that are targeted to your geographic area can be extremely beneficial in driving traffic that will eventually lead to a conversion. Location specific keywords often have less competition, so marketers can get more bang for their buck by choosing a geographically targeted keyword as opposed to a generic keyword. If you need assistance selecting the keyword phrases that will result in the highest ROI, consult a PPC marketer to help you establish your campaign and perform appropriate keyword research.
#2. Expand Beyond Google
When most people think of PPC advertising, they think of Google AdWords. While Google AdWords is a great tool to gain exposure and visibility for your business, there may be other venues that offer advertising in the pay-per-click model that could yield better results. Some companies have success advertising on Bing, Yahoo, Facebook, and even LinkedIn. Assess where your target market spends their time and how they would search for your business to determine whether you should branch out to other PPC advertising mediums.
#3. Measure Your Success
Once you start your PPC campaign, make sure to keep track of your progress so that you can make adjustments and improvements where necessary. This may include testing your ads using different keywords, experimenting with different ad text, and utilizing advanced targeting options so that you can reach the customers that will be most interested in what you have to offer. An expert in search engine marketing can help to analyze your metrics to determine the best strategy for your campaign’s success.
By implementing a few of these key tips and reaching out for help from an experienced search engine marketing firm, you can harness the power of paid advertising to increase sales, drive more website traffic, and improve conversion rates.