Trying your hand at targeted local search engine marketing (SEM) campaigns means you can engage with and drive local business to your website. SEM refers to the paid advertising shown by search engines like Google and Bing on their results pages.
Paid search, or pay-per-click (PPC), provides you with the opportunity to compete with bigger businesses in terms of promotion. Put simply you are placing your business in front of potential customers at the exact moment they are searching for similar products or services online.
Where should I advertise?
People forget that paid search options exist outside of Google. Advertise across multiple search engines, including Yelp and Bing, to capture the broadest audience of in-market buyers.
Set your budget
Work out a daily budget and determine what you are prepared to spend in order to get a lead or sale. You only pay when someone clicks the link, so you don’t have to worry about blowing your budget because you can set a daily allowance for the number of clicks you will pay for and specify how much you’re willing to pay for each click your ads receive.
Hire an expert
If you’re worried about getting technical, there are always experts you can call upon to get your SEM strategy mapped out. For example, Sensis’ search engine marketing experts can help you set up a campaign, show you how to improve your website (such as its landing pages and call tracking) to make it easy for potential customers to find you, walk you through their keyword research recommendations and keep track of monthly reports.
Keep up with your mobile users
These days everyone searches for businesses on their different mobile devices. Use a click-to-call phone number in your ads so that you’re appealing to mobile users. This means a phone number is displayed directly in your search ad to encourage calls from customers who can simply click the number. This gives people a convenient way to call you straight from their search results, potentially turning them into customers.
Analyse data to determine the most effective bid, but use bid optimisation technology whenever possible to ensure efficient bidding and therefore reduce your workload.
A call-to-action on your landing pages can be the difference between a bounce and a conversion. Ensure your site clearly tells visitors where to look or click for the information they require, as this will ensure you make the most of your SEM traffic.
Define your keywords
Think about what phrases or keyword groups will take too long to rank via search engine optimisation (SEO). Avoid selecting generic terms that will never be able to boost your growth.