Pay-Per-Click advertising, also known as PPC, is a quick and effective way to get your business in front of prospective clients when they’re looking for local options. It is a great tool that allows you to figure out specific data, such as what terms people are using in their online searches, and gets you a return on investment that is worthwhile. It puts you at the forefront of their search choices, generating more site visits instantaneously.
When thinking about your online marketing strategy options, it’s easy to wonder, is PPC right for my business? In a world where there is a variety of digital marketing strategies available, is it worth it to pay for online advertising? The answer to that is…it depends.
Not all businesses are the same and not every company has the same goals. For many, PPC provides the results they are looking for. But for some, PPC might be a bit out of reach, or not worth the investment. To determine if PPC is right for your business, ask yourself if the following statements apply to your marketing goals.
Having a website that is search-engine-optimized is certainly important to get organic traffic. However, SEO comes with limitations, including the length of time it takes for everything to kick in. Even if your website is optimized with all the best keywords, it can still take months for your business to rank in a top spot and to actually make money from leads purely using SEO.
PPC, on the other hand, provides instant results. Not only does it put you at the forefront of search options immediately, but it allows you to analyze the success rate of those ads. In the time it would take an SEO campaign to give you accurate results, you could have several months’ worth of data to look at and adjust your campaigns accordingly.
When it comes down to it, SEO is important, but doesn’t necessarily guarantee the results you need in the timeframe you want; PPC is much more likely to get you to where you want to be.
If you work in an industry where a new customer only gains you around $20, PPC won’t be worth it. However, if you work in an industry where a new customer gains you closer to $2,000, PPC is definitely worth it. This is because it costs you money every time someone clicks on your ad. Not all those clicks turn into a sale (although they’re more likely to with a strategic PPC campaign), so it’s important that spending a higher amount will be worth it when you gain a new customer.
For example: In 2016, the average cost per click (CPC) on an ad was $2.14, with the average click through rate being 1.16%. That put the ad at the average position of 1.6 (between the first and second spot in a Google search). With an average rate of 6.5% of those clicks turning into a sale, the cost per conversion was around $33.00. This means you are spending $33 of your PPC budget to get one customer. So for PPC to be worth it, that one customer better be making you a lot more than $33.00.
More on those statistics here .
Google will pick up on the searcher’s location and display your ads that are the best match. You can also choose which surrounding towns you want to focus on, and which ones you want to leave out. With SEO, it’s a little bit harder to target specific locations like this, especially if you want to focus your attention on some cities more than others.
Even at a local level, you probably have a few competitors in your industry. And there’s a pretty good chance they’re using PPC to boost their local visibility, which puts them ahead of your business if you don’t have a PPC campaign.
On the other hand, if your competitors aren’t using PPC and are relying solely on SEO, paid advertising would immediately put you at the top of the list when people are searching for your services locally. Not to mention, it would move their business down in rankings, edging them out of the competition.
If the above statements all apply to your business, PPC is definitely worth your efforts. Like most things in life, what you get out of a PPC campaign depends on what you put into it. If you’re prepared to spend money in order to make money, we highly recommend PPC.
Of course, running a successful PPC campaign isn’t quite as simple as we may have made it out to be. While it can definitely be done on your own, it’ll require research and time dedicated to managing your Google AdWords account. If you want to get into the PPC game but would rather get help from professionals who know what they’re doing, you can always hire a digital marketing team—like Locallogy—to do the work for you.
Everywhere you look nowadays, people have their eyes glued to their cell phones. Between text messaging, taking photos and browsing social media, it’s hard to keep the attention of anyone under the age of 50 for more than a few minutes if their phone is nearby. That’s exactly why marketers started jumping at the opportunity to be right where they wanted to be: a few inches away from their target’s face on a cell phone screen.
recent years, many small businesses--especially those that use a scheduling
system of some sort—have started utilizing SMS (short message service, aka text
messaging) as a form of marketing and communication with clients. SMS marketing
is an immediate form of communication that has the capability of reaching a
largescale audience within seconds, something that emails and phone calls can’t
compare to anymore. And with 75% of millennials in a recent
choosing texting over talking, it makes sense that SMS marketing is
a tool small businesses need to start utilizing.
When was the last time you pulled out your phone to find a nearby restaurant or coffee shop? Probably pretty recently. And when you did, what phrases did you type into the search engine? Probably something along the lines of ‘Mexican restaurant near me,’ or ‘nearby coffee shop.’ With more and more people using their mobile devices to perform Internet searches on-the-go, there has been an increase in usage of the phrase ‘near me.’
And this doesn’t just apply to food searches.
People are searching for specific services using the terms ‘near me’ in industries of all kinds. This simple change in search terms can give users better search results, and can market your business in a wider area. However, this isn’t something Google can do on its own; first, you need to make sure your company’s website is optimized for ‘near me’ searches.
Google’s latest technological asset for businesses has recently launched, and it’s a game-changer for small businesses that are just starting out. It’s called Google Sites.
For those who have a business but are just figuring out the best way to establish an online presence, Google Sites might be the tool for you. This feature, provided by the search engine, allows business owners to build and manage a mini website on their own, all without the help of a programming professional. It’s not a high-tech website, but for those looking to make basic information about their company and services available to the public, Sites can get the job done.
Anyone who runs a Google My Business account —which should be all business owners—can access this feature and create a mini site in as little as ten minutes. Plus, everything is done through Google, so when you make a change to your local listing, such as updating business hours, the changes will automatically be updated on your website, too. For a small business owner, saving valuable time like this adds up.
Sounds pretty great, huh?
When you look at your business’s website, are you proud of the way your company is represented? Do you feel like your level of work is accurately portrayed through your photos, web design and site optimization? If you can’t stand using your own site, chances are that your customers won’t either. But before you give up on your company’s online presence, consider the difference your business could see when your website is gaining you new clients rather than repelling them.When it comes to your company’s online presence, your website can go one of two ways: either it can help your business, or it can hurt your business.
The purpose of a call-to-action (CTA) is, first and foremost, to provide an instruction to website visitors to contact you immediately, as well as a reason why. It tells them what they will gain from working with you and motivates them to take action to make that happen. Therefore, a good CTA will invoke the customer to contact you on the spot.
Here's how you can create the perfect call-to-action that will have consumers off your site and in your office.
SEO. There it is, that daunting acronym. If you’ve done any research whatsoever about having a successful website, you know that SEO, or Search Engine Optimization, is the foundation of an effective site. It means that your website does a good job of incorporating a bunch of elements, like specific keywords, location and load time, making it easy for people to find your site when they’re searching for local services like yours.For the sake of keeping this at a basic level, we won’t delve too deep into SEO and how it works . But there are a few parts of it that you can easily incorporate into your website that can help immensely.
One of the quickest ways you can drive people off of your site is by having an unresponsive website. You might be wondering what makes a website responsive or unresponsive, and what you can do to change that. This all starts with the most important part of your website: your web design.
There are so many elements that factor into website design, and if you don’t utilize your site’s design, your online presence has the ability to hurt your business.
When it comes to marketing your business online, making your business’s website reflect your brand is an absolute must in any service-based industry. It’s what sets you apart from your competition, establishes your credibility and shows people why you are the best choice for them.
Metric Marketing’s “ Guide to The Importance of Branding in Your Marketing ” breaks branding down to a simple definition:
Online reviews have been around a while. But in the past few years, they’ve increasingly become more important than ever, and the statistics to support its relevancy are overwhelming. Think about it: when you are considering buying a product on Amazon or searching for a restaurant to go to, do you ever look at the reviews to help make your decision? The answer, most likely, is yes.
Today, you can find just about anything online, whether that’s a product or a service, and everyone out there is in the business of marketing. Oftentimes, it’s hard to tell if the images and descriptions are really what you’re getting, or if you’re being scammed. But when we see online reviews from real people just like ourselves who are willing to testify for this brand, it gives us peace of mind that we’re making the right decision.