Search Engine Marketing PPC Advertising

How are yours performing?
Nearly 97% of all consumers now use online media when researching products or services in their local area. As a national or regional company, focusing your efforts on hyper local markets can get you a bigger share of the buyers in your target neighborhood. Only paid search ads give you the wide array of targeting opportunities that allow you to focus in on those local customers who are most likely to do business with you.

Many national and regional businesses struggle with wasting money on paid search programs that are advertising in areas where they shouldn't. The goal of most marketers is to compete in more places on the devices searchers are using in the neighborhoods that matter the most to their business and do it while spending less money. The Local Search Agency's search engine marketing programs can help you target searchers using mobile devices, desktop computers and laptops, as well as tablets. From experience, we have learned that people use many devices and search in different ways. A click-to-call ad wouldn't work very well for a searcher using a PC or Tablet but on a mobile device, it works wonders as it is one click away from a call. Our programs identify opportunities to grow your business and build on strategies that deliver results.

The Local Search Agency specializes in helping national and regional businesses do more and reach consumers in target markets. Our search engine marketing programs include strategies that:

Utilize pay-per-click
Pay-per-click advertising won't deliver the high volume traffic of impression-based programs, but you get the benefit of only having to pay when a consumer clicks on your ad. Your SEM program should consist of ads placed on multiple search engines such as Google, Yahoo, and Bing. Your advertising campaigns should be organized in a manner that clearly represents your advertising focus and will allow you to optimize accordingly. Proper budget allocation is key to the success of your program. Knowing what markets are delivering more results or what products or services are searched for more than others will make efficient use of your advertising dollars and ultimately improve ROI.

Target hyper locally
Opportunities to target your campaigns locally can include local keywords in text ads, targeting local keywords in consumer searches, geo-targeting your ads so they only appear in the local areas that are important to your business, and optimizing landing pages for hyper local representation. Targeting locally will allow your campaign to better focus on markets or areas that matter and eliminate wasteful spending for clicks that never result in a lead. Hyper Local targeting is for any business, National, Regional, or Local that wishes to target specific markets and get the most out of their PPC advertising programs.

Embrace mobile
Mobile is the ultimate local targeting media offering geo-targeting with click-to-call convenience. 95% of smart phone users are looking for local business info and most take action that same day. With click through rates on mobile being 2x's greater than on a PC, your PPC program should include a strategy to target searchers using mobile devices separately from those using a PC or tablet. A mobile user is at a different point in the buying cycle and is likely to make a connection immediately. Your ads should speak to the intent of a mobile user and your program should include functions like click-to-call, directions to your location, mobile landing pages, and even have the ability to sign up for mobile text alerts.

Blend multivariate testing with current campaigns
Testing is a necessary component to the success of any PPC campaign. Opportunities for growth are often found in the results of testing. Your search engine marketing strategy should include A/B testing that would test multiple components of your website, landing page, ad copy, or a specific call-to-action. From the results of those tests, you should be able to determine what changes had the most impact on your program. The goal should be to take that knowledge and apply it to long term changes that would yield favorable results

Report progress and track changes
Monthly reports providing insight to a program's performance are a necessary component of any search engine marketing strategy. You should review data such as impression, clicks, and CTR as well as cost-per-click, cost-per-lead, impression share, and visibility by campaign or focus. Search engine marketing can and should deliver more than just clicks and visits to your website. Knowing what happens beyond the click will allow you to get more out of your SEM program and improve your return on investment.

The Local Search Agency's SEM programs offer services to improve brand awareness and improve visibility of your website on major search engines such as Google, Yahoo, and Bing. Our program management tactics focus on:

Placement on the Top 3 Search Engines: Google, Yahoo, and Bing
Desktop and Mobile representation
Campaign setup, creation, and management

Identify and evaluate relevant sites and markets
Target markets & keywords with highest performance potential
Measure critical performance metrics
Allocate budget by directing dollars to highest performing segments
Continually monitor & optimize to maximize investment and increase conversions

Monthly Progress and Conversion Tracking Reports
Campaign Performance:
- Updated monthly to show data such as impressions, clicks, CTR, and Cost Per Click
Post Click Tracking:
- A variety of options for tracking including Google Analytics along with our own proprietary tools and technology as well as advanced call tracking with detailed monthly reports
Conversion Tracking:
- Updated monthly to show total number of leads, conversion rates, and cost per conversion allowing you to evaluate the return on investment by campaign or by focus