Reach Customers Actively Searching with Paid Search
For local business owners, online visibility is essential, but breaking through all the digital noise can feel impossible on a modest marketing budget. You want to connect with customers right as they’re searching for your products and services, but how? Paid search ads offer an affordable, targeted solution. By running simple online ads, local businesses can connect with people right when they’re looking for your products or services. We’ll look at the benefits, walk through keyword tips, and provide real-world examples so you can get results. Whether you’re new to paid search or want to improve your strategy, use this article as your go-to playbook for turning online ads into more calls, sales and revenue.
So whether you are waiting for your website’s rankings to take root or looking to add some fuel to the fire, Paid Marketing may be just what you need to add a little somethin’ somethin’ extra!
In this guide, we’ll explore the nuts and bolts of paid search marketing, outlining how even small local businesses can leverage these ads to drive real results:
- Learn how paid search platforms like Google Ads work and how to set up your first campaign in simple steps.
- Discover targeted keyword strategies to reach nearby customers searching for offerings like yours.
- Craft compelling ad copy optimized for conversions compared to competitors.
- Design landing pages that match your ad messaging and convert visitors into calls, leads, and sales.
- Leverage flexible options for monitoring performance in real-time and optimizing based on data.
Whether paid search is completely new to you or you’re a marketer looking to boost existing efforts, use this as your actionable playbook for executing a winning paid search approach. With the right combination of strategy and persistence, it can become an affordable engine driving consistent growth for your local business.
What is Paid Search Marketing?
Paid search ads are the sponsored results that appear at the top and side of search engine results pages (SERPs). Search engines like Google allow businesses to bid on relevant keywords – when a user searches for that keyword, your ad may appear next to the organic search results. You only pay when a user clicks your ad, hence the “pay-per-click” name. PPC helps small businesses target ads to users actively searching for related products/services.
Benefits for Small Local Businesses
Paid search provides local businesses with an opportunity to reach customers right when they’re searching for related products or services. Benefits include:
Increased website traffic – PPC delivers interested visitors to your site.
Targeted reach – You can target ads by keyword, location, and more to reach local customers.
Measurable results – Tracking tools allow you to measure conversions and ROI.
Brand awareness – Paid search ads help build brand visibility and search presence.
Setting Up Your First Campaign
When starting out, focus on driving traffic to your website and raising brand awareness with these steps:
Set campaign goals – Do you want to increase website visits? Phone calls? Store visits? Set specific measurable goals.
Establish budget – Low daily budget ($10-$15) recommended for beginners. Adjust based on results.
Keyword research – Research keywords customers use to find your products/services. Focus on 3-5 highly relevant keywords.
Write effective ads – Include important keywords. Create engaging, benefit-driven ad copy.
Create landing pages – Send traffic to dedicated landing pages that align with your ad copy.
Monitor and optimize – Track performance in your PPC platform and identify top-converting keywords.
Following these steps will help you set up a low-cost campaign to dip your toes into paid search marketing and start driving results. As you optimize your campaign, you can scale up your daily budget and expand your keywords.
Google Ads and Microsoft Advertising are the top paid search platforms small businesses use to manage campaigns and track performance. Both offer keyword research tools, campaign managers, and analytics. Local businesses can target customers in specific geographic radii around their business.
Maximizing Campaign Performance
Here are some tips to help maximize performance of your paid search campaigns:
A/B test ad copy and landing pages
Bid on low competition keywords that convert
Use negative keywords to reduce irrelevant clicks
Set maximize click goals for new campaigns
Check search query reports to identify new keywords
Make sure to include location targeting
Schedule ads during peak business hours
Paid search marketing takes continuous optimization but can generate a great return on investment through increased website traffic, phone calls, and store visits. Following these tips will help local businesses succeed with PPC.
Paid search is a scalable and flexible way for local business owners to connect with customers who are actively searching for your products or services. With the right goals, keywords, and landing pages, you can generate qualified website traffic and increase local conversions. Start small, track results, and optimize over time to maximize your marketing budget. Use this beginner’s guide as a starting point for PPC success.