In case you’re not familiar, PPC stands for pay-per-click. It is a common form of online advertising that is very effective in the quest for sales.
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Local PPC 101
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If you use a computer to do internet searches, then you’ve probably seen PPC’s. When looking at a page of search results, there is a list of text ads that appears down the right of your screen. They’re located under the heading of ‘Sponsored Listings’. They are always text ads, and the advertisers using that space have placed the highest bid on the keywords that you used for your search. That space to the right of the organic search results is prime advertising area. People (at least in North America) read from left to right. The PPC’s are located in such a way that your eye gravitates to them after you reach the end of reading a line in the regular search results.
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Pay per clicks have actually become the most popular form of online advertising, offering the best return on your investment. Properly set up and run, your business can do extremely well with these ads. They improve your website’s presence, your client base and attract your local target audience. Your advertisement gives them exactly what they’re looking for in the location that they want to buy in.
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Some Pros of Local PPC’s
• You only pay for the ads when people click on them
• Using good ad copy and keywords, you get razor sharp targeting of your local audience
• You can have the ads set to run only when you want them to in order to take best advantage of prime surfing hours
• Your campaign can be set up and running in a day or less
• You have control over the direction of the click. When someone clicks on your ad, you may send them to your website, to a splash page or anywhere you want
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There are a lot of good reasons to use PPC’s as part of your local search engine marketing plan. They have proven themselves effective in drawing in sales time and again, which is how they’ve become the top online advertising venue.
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If there is anything close to being considered a downside, it would be the possible expense and time investment. Your PPC campaign needs to be monitored to make sure that your ads are running optimally. They need to run at the right times, using the right keywords along with some very precise, killer ad content. If you can do that, you won’t have any problems, except maybe having to hire a staff person to help you with all the incoming new business. That wouldn’t be so bad, would it?
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