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.
If you’ve ever read content on the Internet—a blog, product pages on Amazon, instructions on how to tie a tie—you know that visuals are essential to keeping you on the page.
So as the manager of your website, you realize just how important images are to keeping your visitors engaged and interested in what you have to offer. For product- or service-based businesses in particular, quality images can be the difference in total success or total failure of your site.
But did you know that images can do a lot more for your webpage than just supplement your content?
That’s right. Your images, just like your content, can be optimized for SEO benefits, making them more search-engine friendly. Optimizing your images for SEO benefits will give your page an added boost by including more keywords and giving Google more content to rank in searches.
Getting customers to leave you reviews is one of the most important marketing strategies you can use. You know it. We know it. Let’s move forward.
Many businesses have reviews all over the Internet, from Yelp to Facebook and everything in between. But what’s the point of having an abundance of solid reviews if potential customers aren’t seeing them at the right time—when they’re on your site looking at your services? We fully believe that all business owners should display their reviews on their website in a way that proves your reviews are legitimate.
Our solution: an online review presenter.
The digital world is constantly changing. Every day, programs are updated, trends shift and Google edits its algorithms. With so many frequent changes, anyone who wants to maintain a successful online presence—like all digital marketers—has to keep up with the trends. Even the experts have to stay on top of their game if they don’t want to fall behind.
Several months ago, we published an article that explained why it’s crucial that your website is optimized for ‘near me’ searches. For example, instead of searching for “flower shop Cleveland, Ohio,” more searchers were replacing the location name with “flower shop near me.” It provided more accurate results based on the user’s physical location, rather than the broad location.
A lot of people fixate on being the number one result on Google. It’s easy to understand why; those number one results are often the first links we click on when doing a search. After all, Google puts those results at the top of the page for a reason, right?
Many times, Internet marketing performance is solely judged by rankings and how high you can get on Google. But contrary to belief, this is not the best way to measure your return on investment. There are other metrics that will tell you way more about the success of your campaign’s performance than just the average position.
We’ve discussed how important it is to have reviews of your business on your website, and you know that reviews can have a positive effect on your business. But the more difficult part is figuring out how to get clients to leave reviews in the first place. Where do you start? How do you get people to only leave positive reviews? It might seem like a tricky business—and we’ll admit, there is a formula to it—but getting clients to write reviews isn’t as hard as it sounds.
Here are five easy steps you can follow to motivate your clients to leave a review of your business.
When making any important decision, it’s important to weigh your options. In the case of creating a new website, the advantages that come with each option can be a major determinant in which website platform you decide to go with. In our two recent blogs detailing the Locallogy Rapid Platform , we’ve covered what exactly the service is and the functional features that you have access to as a user. Now, we want to tell you about the advantages to using our website platform.In addition to having a cost-effective, customized website built by our team of professionals, you’ll experience a number of management advantages that help your website run faster, safer and smarter.
We recently unveiled the Locallogy Rapid Platform , our newest web building service that allows you to have a cost-effective website created for you by our team of digital marketing experts. It’s the best way for your small business to quickly get a customized website without paying top dollar to have your site maintained by the professionals who are creating your site.
So how do we offer such a quality service for a low monthly price? We’ve built in a variety of great features that let you directly manage your website so you can quickly and easily make edits without crashing your own website.
Once your website is up and running, there are a number of helpful features that make editing and using your site easier on both the backend (what you can edit) and frontend (what visitors will see). From choosing your own color scheme to previewing capabilities, these features work together to create a flawless user experience.
These features all boil down to three specific functions that are crucial for any website platform: customization, usability and responsiveness .
When it comes to building a website for your business, you typically have two options: invest in a high-end, custom-built website made by digital marketing experts, or go with the cheaper option by using a content management system like WordPress or Wix to personally manage your site on a template platform.
For some businesses, a website fully designed from scratch is the best option. It gives the business owner the ability to customize every last detail, down to the coding on each page. For others who don’t need a complex site, a simple CMS that allows content to be easily managed will suffice. But for many businesses, neither of these options are exactly what their looking for, which is something in the middle. Something that allows for a customized website built by professionals at a fraction of the cost of a full website design.
Something like the Locallogy Rapid Platform.
Video content is taking over the Internet. Several years ago, the place you were most likely to find this kind of content was YouTube, where you could look up any kind of funny, instructional or music video imaginable. Today, you can find Internet videos everywhere you look: Facebook, Snapchat, Instagram and news network websites. And according to data, it’s a trend that’s not going away.
In a recent visual networking report done by Cisco , it is estimated that global “video traffic will be 82 percent of all consumer Internet traffic by 2021, up from 73 percent in 2016.” So it’s no surprise that businesses have been jumping on board in an effort to keep their audiences’ attention and create content that has more share potential.
Incorporating videos onto your site might seem like something that doesn’t apply to a service-based business like yours. But visuals are a pretty powerful tool when it comes to getting (and keeping) the attention of your customers. Yes, images are crucial to a successful business website, but customized videos are a more engaging way to showcase your products or services. In fact, it’s something we use as a marketing tool for our customers.
We’re all familiar with the concept of saving the best for last. But when it comes to the content on your website, your approach should be the exact opposite. You may not realize it, but the order of your content often determines the rate of conversion your website sees. This concept is known as content hierarchy. Whether you’re a business owner who is creating services pages on your website or you’re just running a personal blog on the Internet, content hierarchy is something that affects the success rate of your web page.
Let’s start at the beginning.