If you own a small business in a city, you might find it hard to compete with more established organizations that offer the same product or service as you. If you want to compete with them, you need to find an effective marketing method that can level the playing field. One such marketing method is PPC advertising.
With PPC advertising, you have the chance to get your ads on the first page of search engines like Google, right along with the other more established organizations. Nowadays, people research everything online. If they want to look for a local service, for example, air-conditioning, they will do a search on search engines. So if you own a local air-conditioning company, you can use PPC advertising and place your ads on the first page of a search engine to get more exposure for your business. PPC advertising also allows you to target the audience in the city that you are in.
You can set your campaign to target a particular city or even within a certain mileage range of a city. Then when you place your ads on search engines, they would only appear when people do a local search. This makes your campaign very targeted which brings targeted leads for your business. Why local businesses can benefit so much from PPC advertising is because of its geo-targeting capability.
If you own a business in New York, you will not want to target everyone in America. By targeting your ads to a specific city or area, you prevent people from all across the world to click on your ads that will cost you money.
On the face of things, PPC looks like a very attractive and simple way to generate new leads. Let’s face it, it’s fairly easy to implement and you can even utilize the services of PPC agencies that will do the hard work for you.
PPC is often put in the same category as the ‘get rich quick schemes’, which have been a prominent feature of the internet. In no way is it being said that PPC has become completely ineffective and lacking in value, however, the best way to explain it is that it’s being misused across a number of businesses.
The fundamental problem with PPC usage at present is that it only provides a short-term solution. In a short space of time, a highly targeted PPC campaign can provide hugely effective results. However, as a long-term strategy, it can become extremely costly as many web users have swiftly adapted in order to sift out internet advertising. These factors all amount to the conclusion that PPC now delivers fewer returns when compared with SEO or content marketing.
It’s a short-term solution – The purpose of PPC is simply to catch the eye of potential consumers. Beyond that there is no strategy for building a lasting rapport. It’s all about attraction and fails to incorporate any form of nurture, so when implemented as a lone marketing strategy it will only ever provide small-scale returns.
PPC is a good place to start, but an entire strategy needs to be built around it in order to have any serious impact when it comes to the competitive online marketing world.
Companies need to think long-term in order to generate quality leads, however, this requires effort and it is that effort that will ultimately make or break your business. Effort shows that you take your company seriously and implies to consumers that they can trust and rely on your brand. Building that relationship beyond the PPC campaign is what’s important.
Develop a clear strategy. Within your strategy implement a plan to increase your Click Through Rate and Cost Per Conversion for rewards from Google.
Small and large businesses, as well as individual marketers, are able to market their products and services in a very cost-effective way. Advertisements placed in print media, radio and TV do not give any guarantee of traffic conversion.