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Determining If PPC Advertising is Right for Your Business

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Is PPC Advertising is Right for Your Local Business?

Pay Per Click advertising may have a reputation as a costly and overly-competitive endeavor.

Sure, that might be the case if you are bidding on popular keywords that cost over $3 per click.

However, Pay Per Click advertising actually offers extraordinary control and flexibility over who sees your ads, and under what keywords they use to trigger them. This can be huge for local business.

The fact of the matter is, PPC advertising can be momentous game-changer for all types of companies. The trick is knowing the right keywords to bid for, as well as knowing the minor (yet significant) intricacies of setting-up a paid search campaign.

In this post, we are going to breakdown some of the advantages and techniques to using Pay Per Click advertising for your local business.

The Advantages of PPC Advertising for Local Businesses

For local businesses, PPC advertising can be HUGE for a local company's marketing efforts. In short, Google AdWords enables advertisers to set campaigns so that their ads are only triggered to users in certain geographic regions.

Let us give you a prime example: A bike shop wants to promote its niche inventory of road bikes, namely 'Orbea bikes' being one of the keyword targets. The bike shop, located in Traverse City, MI, can roll-out a some ads for this particular keyword that are only shown to search engine users in the northern Michigan region, or within a specified radius of Traverse City.

Assessing the PPC Playing Field

Determining if PPC advertising is right for your business requires some keyword assessment and competitive analysis. First you must pinpoint the keywords that the most relevant to your company and what your business has to offer. In addition, you must assess the cost per click (CPC) of each keyword to evaluate whether or not the investment is worth the website traffic.

Once you have some keywords that are relevant and within your budget, you must search those keywords to get an idea of how competitive they are in the search results. If you are only interested in local traffic, the size of your market will have a major influence on your decision. For instance, notice the paid listings above for "chiropractors."

This search was set so that we were looking for chiropractics in "Boston," a large metropolitan area. As a result, the local competition for this keyword is fierce, and we may want to do some more research before rolling out an Pay Per Click ad.

Social Momentum in Search

Notice in the image of the 'Orbea bikes' ad above the social integration of Google+, "Jason Whittaker +1'd this page." This nice little ad enhancement is an example of how Google is infusing its social media platform (Google+) in the search results.

These little social icons are also popping up in the organic results. For local companies, this holds even more marketing importance. At the end of May, Google ditched its 'Google Places' pages (often shown in the search results for locally-oriented keyword searches) for a new format called Google+ Local pages. Google+ Local pages are designed for local businesses, and are somewhat like a hybrid of Google Places pages and Facebook brand pages. This is because Google+ Local pages are associated with both social (Google+) and search.

As a result of these big changes by Google, righteous businesses can capitalize on building cohesive Internet marketing campaigns that involve social media, SEO, and Pay Per Click advertising. Building a successful campaign takes research and analysis of your business, its market, and your competition. In some cases, PPC advertising may not be in the best interest of your business, and SEO and web optimization is the best route.

Nonetheless, the emergence of Google+ must not go overlooked. So whether you're pursuing organic SEO to increase your rank, or seeking immediate search engine exposure via ecommerce PPC advertising, keep the social top of mind, because it's definitely a primary focus for Google.

 

This article written by Tyler Tafelsky, one of our website optimization Internet marketing specialists here at OIC Group, Inc.

Visit Tyler on Google+

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