Pay-per-click advertising can be a quick and effective way to drive targeted local people to your website at the exact time they are looking for your services. Depending on your specific business needs it can be used as a standalone tool or combined with things such as Search Engine Optimization.
The basic model behind local pay per click advertising is that you target a specific geography and group of keywords that you would like to draw searches from. You are then billed each time a potential client clicks through from the search engine to your web site via that specific search.
We personally set up and manage all of our clients PPC advertising campaigns. What this means to you is that your campaign will be managed in-house and not by an outside agency. This enables you to be able to make changes quickly and have a greater degree of control over your campaign.
How to Effectively Manage a Pay-Per-Click Campaign:
Targeting the correct keywords: We conduct extensive keyword research in order to find the ideal combination of keywords with high conversion ratios and a balanced cost per click. There are some keywords which may be inexpensive, but have low conversion ratios. Conversions are the key to revenue generation, not clicks.
Targeting the correct Geography: Although this seems obvious, there are many local businesses from out of state coming up under local search results in the sponsored links. This is not only frustrating to the person searching, but is also a waste of money for the advertiser, if someone clicks on their ad and they can't service the potential client.
Content on your web site must match the search query: Have you ever clicked through to a website via a search engine query and immediately backed out because you didn’t see what you were looking for? The prospect should be directed to a page within your website which illustrates the product or service the search was made for. This greatly increases your chance of a conversion.
Creating ads that have a good “quality score”: One of the factors for Google’s Quality score is determined by the click through rate (percentage of times your ad is clicked on compared to how often it is shown in a search result for a specific keyword) of your ad. If you have a click through rate of 4% and another advertiser has a click through rate of 6% Google will tend to place the advertiser with a 6% click through rate in front of you even if you have a higher bid. This is because if more people are clicking on that ad for a specific search then Google assumes it is what people are looking for and displays their ad more prominently.
There must be an immediate call to action: If you are a local business there is a good chance that you can’t order your product or service online. You must decide what action you want the potential client to complete and guide them through to the next logical step on the page they landed on. Give them options such as “call today” or “Get a Quote” etc. Offer something for free so they will take action today. Have a contact form for those customers who are researching after normal business hours and need a follow-up call the next day.
Your website must be easy to navigate: A potential client may have an interest in other products or services that they didn't even realize you offered. Make sure your primary services are displayed prominently and are easily accessible. If you have picture galleries make sure they load quickly and are categorized for easy navigation.
Long Tail Keywords: Long tail keywords are keywords that have specific modifiers added to their primary keyword. They are usually not as expensive as your main keywords and can offer a better return on investment then just bidding on generic terms. An example of a generic keyword would be "attorney" and an example of a long tail keyword would be "personal injury attorney in Boston area".
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