It May Be the World Wide Web – But Local Works Great!
|Posted by:jimkimmons||Dated:July 4, 2012||Tweet|
The world is a really big place, and the World Wide Web is a really big advertising platform. If you’re a huge corporation like McDonald’s or Pepsi, you can get some great exposure in every country where you sell your products, which is just about everywhere. Your webpage is going to be visible around the globe.
However, what about your very local business, car repair, bakery, dry cleaner, real estate or any others? Do you really want to pay for a Web advertisement that is blasted to the 7+ billion people around the world? TV, radio and even newspaper ads also take a “big picture” approach, blasting an advertising message out to a great many people who are not going to become your customers simply due to their location.
So, what’s a local business owner to do for very local advertising in our ever more mobile and Internet focused world? Your prospective customers are on websites at home, at work, and on their smart phones. You certainly want to reach them, but you want to reach those most likely to become a paying customer. We’re here to do just that for you with local targeting of paid SEM, Search Engine Marketing and social media local advertising.
We place and manage local business advertising for our clients with Google, Yahoo and Bing. And we place and manage Facebook local advertising as well. For the search engines we use geo-targeting to get your local business advertising message in front of just the right people, the best prospects for your message. We’re experts at search engine marketing, and we’ll use the right ad wording, proper landing page content, and local targeting to deliver your local business advertising message to people who’ll actually walk into your business and buy something. Our keyword and phrase research will target the searches that indicate an interest in your product and we’ll target the locations where we’ll get in front of the right people.
With Facebook local business advertising, we’re doing even more to target the perfect customer for you. You see, we’ll target not only by location, but also by interests indicated in their Facebook profile. If you’re a sporting goods store, we can display your ad only to those in your local zip codes who have indicated interests in sports or outdoor activities. There’s a lot more that we do, but you’re getting the idea. It’s all about bringing global to a local focus for local business advertising.
Most business owners are familiar with PPC, Pay Per Click advertising for local business advertising, also a component of SEM, Search Engine Marketing. A local business advertiser develops an ad title and text and pays Google, Bing, or Yahoo each time a searcher sees and clicks on the ad. It’s very effective marketing because you’re able to target your market by only advertising for certain keyword or phrases. So, the searcher must type those into their search or they won’t even see your ad.
Many business people have tried PPC for local business advertising and stopped their campaigns because they believed they were spending more than they should for the results. The fact is that they were right. Here are some of the reasons:
1. Their landing page, the place where their ad takes the searcher on their site, didn’t get the visitor to take the action required to make a sale or generate a lead.
2. Their ads didn’t properly call the searcher to action and get them ready to be converted when they reached the site.
3. Their CPC, Cost Per Click, was higher than it had to be.
Our clients enjoy a landing page created specifically for their product or service and optimized to work with their professionally worded ad title and text. When the visitor clicks on the ad and arrives at the landing page, they’re already expecting to find what they want and they’ve been prepared for the “call-to-action” on the page. In other words, the page converts suspects into lead prospects or customers depending on your business products or services.
All that is more than most PPC advertisers set up for their campaigns, but it’s only the tip of the iceberg, as it’s the “secret sauce” that reduces their ad CPC and moves it up in the paid search results to a higher position. Yes, you read that right … we get our clients’ ads to higher positions in the paid search results at a lower cost per click! You see, Google, and to some extent the other two big players in the search world, actually reward proper landing page and ad wording and other factors by lowering the CPC while moving the ad up in the results. You don’t have to be high bidder for a keyword phrase to go to the top of the results!
Give us a call or contact us so that we can show you how our extensive PPC experience can cut your local business advertising PPC costs and convert more of those searchers to customers.
How Do You Know Your Local Business Advertising is Working?
|Posted by:jimkimmons||Dated:June 18, 2012||Tweet|
When you run newspaper ads, you usually have no idea how many people saw them, how many actually read them, and even how many of those people were even appropriate possible customers. Sure, they give you publication statistics and the number of subscribers and papers printed. But, you still don’t get much feedback unless it’s a printed coupon ad and then at least you get them presented at checkout.
When it comes to very expensive television and radio advertising, it’s even worse. Sure, it all works, sometimes better than other times, and for some businesses and products each of these traditional media can bring you business. However, it’s tough to know what your ROI, Return On Investment, for this traditional marketing is. Then, along comes the Internet, and many business owners are intimidated by it, fearful of spending way too much money with no measurable results. These fears are fed by stories of people who’ve done it wrong and failed miserably.
The good news is that the Internet, and local business marketing online, is actually much more detailed in its tracking of what’s happening, what’s working and what isn’t. No other local business marketing medium can measure activity like the Web. There’s a wealth of information available for every click of a mouse and every tap on a mobile screen. The trick is to know how to gather and interpret the information.
When you’re spending money for PPC, Pay Per Click, marketing, you need to know who is clicking on your ads, where they’re going on your site, who is buying and who isn’t. Believe it or not, it’s possible to learn a whole lot about the people visiting your website and we’re experts at providing the information you need to make informed local business advertising decisions. The type of information we’ll provide for you is real time, and you can change marketing approaches or local business advertising campaigns at will, turning on a dime.
Once your campaigns are running, you’ll know how many people are visiting your sites every day, what browser they’re using, what page they come in on, and what page they leave from. You’ll know the pages they visit and actions they take. Decisions become much more than a dart thrown at a board. They’re very focused on results, because you have the information you need.
Call or email us today, as we’re ready to get you started and to provide the reporting you need for local online advertising success.