Local paid search is made up of online ads that are paid for to drive contact with your business, usually to your site or to a phone number.
Unlike Local SEOÌâåÊwhich can take quite some time to see positive results, paid search can begin to drive traffic as soon as you put the ads out there. This can be a blessing and a curse because if you don’t set your site up to properly receive the traffic, you can end up wasting money and not getting near the return that you could have with some judicious planning.
Paid search costs money so if you are going to send someone to your site or have them call, it makes sense that you want them to take an action that returns you money whenever possible. This can be obvious with an ecommerce site that has something to sell but there is also value in someone visiting a page that describes a service that your company offers that prominently displays a phone number to call or a form to fill out.
Think about it this way.
- What do you want your visitor to do?
- What page on your site will help them do it and
- What kind of ad would make your potential customer want to click on it so you can show them a page that will coax them into performing the desired action?
I can be helpful to think backwards in this fashion. Question one really defines everything. Question two has a hidden question to it: do I even have a page on my site that will provoke the desired response? If not, get building! Make that page useful and attractive. It wouldn’t hurt if that page were also optimized for organic seo as well.
Only after you’ve tackled the first two questions can you build that enticing ad that will have people clicking through to your site and buying your products or services.
If you feel like you could use a hand getting your local paid search campaign rolling, contact us and schedule a call. We can help maximize your paid search spend and lay the groundwork for expanding your reach in the future.
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