Local Pay Per Click Marketing
Local Pay Per Click Marketing is paid advertising - ranking your ads above other ads / organic results - to help customers find you. This form of advertising can be miro-targeted by both geography and demographics.
Pay-Per-Click is a form of Internet marketing in which advertisers pay a bid amount each time one of their ads is clicked.
Google, Bing and other search engines allow advertisers to create ads based on keywords. When a customer searches for the keyword, the ad is displayed. If the customer clicks on the ad, then you the advertiser, in real terms are buying a visit to your site.
The old names used to be Google Adwords. Google has rebranded it to make it more reflective of actual usage.
The Google Ads is scaled by keywords, geography, time of day, demographics and a host of other factors that are well guarded information.
In other words, while Google has ways to provide estimates, the real cost is only established at the time of actual bid/transaction. It is safe to say that the cost is both fluid and dynamic.
You can make a determination for daily or monthly budget and set your limits on spend.
Google Ads allow you to micro-target your resources and marketing costs. For example, you could set hours to be between 8am and 11:30 am on Monday but 2pm to 5pm on Wednesday because those are the hours you are available to do business.
Similarly, you can target to run your ads in Manhattan but not in Brooklyn (I have nothing against Brooklyn, just using popular boroughs to make a point).
Google Ads can also let you target demographic segments of the market.
Google Ads are both effective and efficient.
- The reach only those people who have an active interest in your product or service and are searching the market. In other words, they are in the 'play'.
- By setting bids, you are able to compete against much larger competitors in a level playing field.
- By setting hours, you are control when and how someone can reach you.
- By setting geography, you are able to micro-target your potential service area so that you do not waste your resources.
- Your can launch new campaigns literally within a matter of hours to few days (depending on many factors). So, you can react to changing market needs very fast.
By order of importance and reach:
- Google (SERP)
- YouTube (Video)
- Bing (SERP)
- Facebook (Social Media)
- Twitter (Social Media)
The process of advertising on the Google Ads is very simple.
- You need a website that is attractive, distinctive and sets you apart for your product of service.
- You open a Google Ads account.
- You create Ads you think people will use to find your product of service.
- You write an attractive advertisement that shows describes your product or service.
- You enter a bid amount that you are willing to pay for the auction Google will run on your behalf when someone will search the on Google.
- Your ad appears on Google.
- The person reads various ads in the auction and selects your ad.
- At the time of this auction, Google determines the price of your auction based on a multi-tiered formula, only known to Google. This auction amount varies each time. This is because Google Ads system determines each auction as unique based on multiple variables.
- You pay Google Ads.
- And most importantly, the person who clicked on your ad wants to study your website and select you for the product or service you offer, calls your phone number or sends you an email asking more about your product or service.
- And the process starts all over again!
Why Your Local SEM ?
- Of course, Google / Yahoo / Bing want the bidding to go as high as possible.
- You, on the other hand, want to pay as little as you can for the most number of clicks on your ad.
- But most importantly, you want to target potential customers who live within a specified distance, or geographical radius
- The heart of PPC advertising is choosing the best keywords – words and phrases that describe your business and are intended to get you the best ad placement and yield most number of clicks.
- We define your ideal customer.
- We review your competition.
- We consolidate list of powerful keywords.
- We then write the actual copy for your ad; a persuasive copy using the keywords with a strong call to action.
- You can define any number of bid rules which can then be freely applied to ad groups or keywords.
- Each bid rule is based on an algorithm that has some specific goal – like Bid To Cost-Per-Acquisition (CPA) or Maximize ROI – and is then customized with options and settings that define how you want the rule to behave.
- And each rule can be assigned to either submit bid changes automatically, or present them as suggestions for your review and approval.
- Assigning Bid Rules
- Once your bid rules have been defined, you can apply them to any ad group or keyword.
- You can assign one rule to an ad group and then over-ride it with a different rule for any keyword(s) within that group.
- PPC Campaign
- Check account settings and campaign settings and adjust for search, search partners, display, time of day, day of the week, bidding, ad settings and geographic targeting.
- Provide recommendations for daily budgets at the campaign level and bid recommendations.
- Add up to 20 ‘negative’ keywords at the account or campaign levels.
- Provide recommendations for ad copy.
- Provide recommendations for landing page/ destination URLs.
- We will send you traffic data from Google Maps business center, so that you can see the number of clicks to your site.
- Measure and track overall results.
- Quality Score
- Impression Share
- Minimum First Page Bid
- Impression Share
- Full Search Queries
- TrueMetrics – ClickShare, ClickVariance, %MaxBid