Search Engine Marketing (SEM) has two components: the first is Search Engine Optimization (SEO), which is making sure that your web pages have everything they need to appear and rank high on a Search Engine Results Page (SERP), and the second is Paid Search. Strictly said, Paid refers to paid ads that also appear on when you search the web.
Paid search campaigns are not just for national franchises and other big companies, they also do it local markets. At the local level, these ads are ideal for businesses like car dealerships and lawyers that sell well-priced commodities, and dentists or colleges that see a lot of repeat business.
Paid results appear on the top of the search page and on the right-hand side. They practically surround organic results. SEO results are usually long blog posts, national news articles and items that mostly interest people who are doing research and surfing the web for fun. It is very rare for one of your website landing pages wins organically against blogs that were written for the pleasure of reading.
More Than PPC
Sometimes you will hear people who are not experts call all paid advertising PPC. However, the truth is that a good amount of banners and ads in websites are also paid ads, and they do not appear on results pages. There are three different kinds of paid ads you can get on search page results:
- Pay per Click (PPC) advertisers pay for each individual click. This strategy is very straightforward and the most effective. A customer is looking for a construction contractor to remodel their office. They will automatically know that the paid results section is where the local builders are.
- Product Listing Ads (PLA), on Google they are known as Shopping Ads, they look like you are in an Amazon page and feel like you are already browsing in the store. PLA’s are the best way to sell your local product inventory to local customers on the web. PLA’s boost traffic to your e-commerce site and to your brick and mortar store. This option is best for hardware stores and other retailers in Brookfield WI.
- Pay per Call is perfect for call campaigns and only works on phones. When a customer clicks on the ad, their phone makes a call to a representative and you get charged for each call. These ads are ideal for local emergency services and people who search for them on their phones.
Why Paying Makes Sense
It is the easiest and fastest way to be on top of the first page of all your relevant local search results. SEO takes time and there are not any guarantees that you will ever get that top spot, especially when you are new in town, you just opened a new business, your business was not on the web before, or your competitors are paying.
People who click on paid results are those who need to make a purchase ASAP and they want to take the most direct path to find what they are looking for.
Chances are that if you are looking to advertise on the internet you already spent good money on a website and on filling it with landing pages. Paid search is the surest way to get visitors on that investment you already made, and calls to those people you pay to answer your phone. Paid Search means business and so do you.