Pay per click (or PPC) marketing is still relevant in today’s online marketing strategy and should not be dismissed. It can be particularly useful for local businesses wishing to attract new clients. It can be used positively as part of a comprehensive strategy or just for a short term boost. In order to be effective, you need to know your market and tap into the keywords and key phrases that are relevant to your sector and which are being searched for.
Many small-to-medium businesses (SMBs) focus heavily on their organic search rankings. After all, it’s “free,” and if you enjoy a high ranking, you can derive excellent business from it. But, even if your business ranks well in local search (and especially if you don’t), there are great reasons to consider some paid search advertising, aka “PPC.”
While I have a reputation as a local search optimization specialist, but I consider myself to be broader in that I am a marketer, period. As such, my philosophy is that companies should promote themselves within as many channels as they reasonably can afford, and they should also go with what works.
Local SEO definitely works and works well, but my back-of-the-napkin math indicates that targeting local search results rankings has its limits for a great many of the SMBs out there.
In larger metro areas and for more popular business categories, there can be hundreds and thousands of businesses that vie for the same customers. If you’re a hotelier, florist, attorney, accountant, plumber, or contractor for instance, you may be trying to capture consumers’ attention along with hundreds of others in your field.
For instance, there are around 600 florists in Miami, 1700 accountants in New York City, 390 Web designers in Seattle, 475 plastic surgeons and dermatologists in Los Angeles, and a whopping 6,000 attorneys in Dallas! (Estimates of numbers of companies in various category/market combinations vary by business directories.)
However, there’s only a limited amount of exposure available in search engines. In Google, most users see the default of up to seventeen organic/non-paid listings per page, including a few choices from the Map Search results. Click here to continue