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PPC for Local Business – Why Is It So Effective?


While many businesses take advantage of a diverse online marketing approach, some of them ignore some of the biggest opportunities for multi-channel web marketing.

One of the most basic examples is relying heavily on SEO and organic search marketing without including pay per click marketing or PPC. PPC can really augment the results that you get with search engine optimization, especially in today’s new world where the results of keyword-based SEO are so limited.

So why do businesses benefit from PPC? One of the most basic ideas is that PPC can help when a business isn’t able to get itself on page 1, or even page 2, of a Google SERP result. When that business doesn’t have a presence at the top of Google results, PPC can get that business on the front page in another way.

Resulting from recent changes to Google algorithms, there are now 11 PPC slots available on a Google page. Getting some of the best positions can really increase visibility and add to a more vibrant readership. Yes, it’s paid search, but it can work hand-in-hand with SEO to get more people visiting your site.

Another great benefit that companies can get relates to new Google tools and opportunities for specialized marketing. For example, you may not have heard about something called a “callout extension” – but this short-form type of PPC shows up in Google results below the URL. Savvy marketers can craft it to include any kind of message that’s meant to jump out to a given sets of users.

Using callout extensions, rich media and more can really help companies to broaden their market visibility online. One prominent example is in local markets. Experts recommend getting zip codes into callout extensions, and using these and other tools to remind shoppers that a small business is actually in a given community, not ‘out there somewhere on the web.’ The idea is that through combining SEO and PPC, the businesses is doing more of that key “shouting out” to web users about its best features and what it has to offer.

WebSubstance takes an integrated approach in search engine marketing (SEM) solution for a local business. We can help companies to build great SEO programs and ROI driven pay per click campaigns. We know how to work with existing Google standards and algorithms to accommodate more visibility, and to improve a company’s standing on the web. Ask us about how to craft a comprehensive SEM approach that includes Web marketing through SEO and PPC, as well as innovative visuals and design for a great website or landing pages that will actually keep people attracted to your business when they get there. We help to create and maintain great online footprints from top to bottom, and we’ll be with you every step of the way.