Paid Search Advertising

paid search advertising for small business

Local Business Paid Search Advertising

Paid search advertising, also known as PPC or pay-per-click, is one of the fastest ways to boost visibility and get viable, ready-to-buy customer on your website. The most popular and well-known online paid advertising system is Google AdWords. If you’ve ever done a Google search for something, then you’ve seen a Google AdWords campaign at work. Advertiser’s paid ads show up both above and to the right of organic search results. And the more an advertiser is willing to pay, the higher up and more prominently their ad will show.

The basic idea is that you pay Google to show your ads when consumers in a defined geographical area are searching for services or products your company offers. You choose correct keywords to your company, you build out your ads, images and text, and you tailor the campaign to your target customer’s search query, preferred devices and other specifics. The result is a highly targeted campaign that can make a real difference on your traffic and your bottom line. And the best part? You only pay when people are actually clicking on your ads. Unlike other forms of advertising, you’re not paying money to be seen by thousands of people – half of whom probably aren’t even interested in your products. You’re only paying for qualified, viable leads. And that means a higher ROI and more success in the long run.

What Does PPC Advertising Cost For A Local Business?

When clients first hear about PPC, the first thing they want to know is how much it will cost them. The truth is there’s no hard-and-fast answer for that. Google AdWords works on what is basically an auction-like system. Advertisers place bids on specific keywords – keywords that relate to their services and products, keywords that their target customers are searching for. The higher bid you place on a keyword, the more likely your ad will show up when users search for it. But your bid isn’t the only thing Google considers when placing PPC ads. The quality of your ads and the relevant content of the landing pages those ads point to matter, too.

What’s The ROI on Paid Search Advertising?

Another common question regarding PPC is this: “Why should I pay for traffic, when SEO can help me get visitors for FREE?” The truth is that PPC traffic is fast traffic. SEO traffic can take up to 45 days – 6 months to see real results. PPC advertising is also especially helpful when you are in a highly competitive market.

Think of it this way, say you spend $500 dollars a month on PPC advertising. From that month’s campaign, you got 20 new customers. Each of those customers spent $300 on your products or services, giving you a grand total of $5400 in your pocket. Take out your initial investment, and you’ve got an ROI of $4800 … just for one month. Now think about the long-term ROI. How many of those clients will come back for a second purchase? Well it depends on what kind of business you have, but if your phone is not ringing and you need customers fast this may be the way to go.

As long as you give great customer service, it’s pretty likely that more than half will come back for more, but again it depends on your type of business. This can mean a way for you to add to your web presence  and be listed among the paid ads for fast traffic. When managed wisely and strategically, PPC can be a very high-ROI endeavor. The key is knowing which keywords to target, crafting the most effective, persuasive ad copy, optimizing your landing pages, and getting in the minds of your target customers. Unfortunately, many business owners who jump into PPC don’t know how to do this effectively. They end up going over budget or, what’s worse, spending their budget on an ineffective, unsuccessful campaign. At Page One Local Marketing , we specialize in creating and managing highly cost-effective, powerful and profitable PPC campaigns.

Ingredients for Local Paid Advertising Success

In order for a PPC campaign to be successful, a number of key pieces must be in place. At Page One Local Marketing, we build out each of these elements and create a powerful, effective campaign that gets you traffic right away.

Targeting Your Target Market The Right Way

It all starts with market keyword research. We dig deep to uncover the exact keywords and phrases used by your target market. What language do they use when search searching for your products or services? What phrases and terms do they type in? We also define a list “negative keywords,” which tells Google not to show your ad to anyone who searching certain terms. You do not want to waste your advertising dollars on “tire kickers”.

Creating Effective PPC Ads

Another important piece of the PPC campaign is your ads. In order to have an effective campaign, your ads need to compel your target customer to act by adressing their needs and enticing them to actually click. At their simplest, effective ads attract people who are truly your potential clients to your website – not people who aren’t interested or ready to buy. PPC ads need to be written in a specific way to only attract serious buyers.

Another important aspect of a great PPC ad is its quality score, a number assigned to it by Google. This score is determined by the click-through rate of the ad, or the percentage of times your ad is clicked on compared to how often it is shown in a search result for a specific keyword. If you have a high quality score, it generally means your ad is doing what you intended – bringing in customers who are qualified, interested in your products and ready to do business with you. Because of this, Google will tend to place your ads higher than ads with a lower score – even if your bid is lower. In the end, that means a lower cost and a higher ROI.

Making Your Landing Pages Convert

Another crucial part of a great PPC campaign is a quality landing page. A landing page is the webpage that a user is directed to once they click your ad. You NEVER want you landing page to be the home page of your website. It should be a relevant topic page that will speak specifically to the ad that is pointing at them. In order to get a sale out of your PPC traffic, you need to make sure these landing pages are optimized to convert. They should speak directly to your ad’s content, as well as the customer’s needs and wants. They should also contain quality content, be mobile-friendly, and be easy to navigate.

Management of Your PPC Campaign

When it comes to PPC advertising, the work is never done. If you want the most effective campaign possible, you have to constantly be monitoring your keywords, managing your bids, testing your keywords and then making changes based on your results. At Page One Local Marketing, we do just that. Our management consists of:

Split-test your ads – We create multiple versions of each ad, and carefully monitor the performance of each. This allows us to determine what text copy resonates with your customers most, so we can make changes and ensure you have the most effective campaign possible.

Manage your bids – We’ll manage your CPC (cost per click) bids, and we’ll monitor conversion rates to make sure you’re always staying on-budget. What good does it do if it costs you $36 for a sale that only results in $25? That would be a poorly optimized PPC campaign.

Improve your account structure – As your campaign grows, you may need new keywords (search patterns and trends can change), ad groups or other structural changes in order to be effective. We handle all these edits, and keep your campaign optimized and on track at all times. Look into your data – We’ll take a look at your customer search data and your site’s analytics to determine the absolute best way to reach your customers. We’ll even monitor those all-important negative keywords, to ensure you get only serious, qualified traffic.

Send you regular reports – Naturally, you’ll want to know how your campaign is performing, so we’ll send you regular reports every month. We’ll include your total costs, your cost per click, ROI, your number of clicks and much more.

Managing a PPC campaign is a constant, on-going process. Unfortunately, most business owners just don’t have the skills and web search savvy to devote to it, and in the end, the results suffer. At Page One Local Marketing, we optimize and manage your campaign for you 24-7.

Contact us today for a free 30 min consultation.