What is Paid Search?
Paid Search, or PPC, is an online marketing strategy that allows businesses to buy valuable advertising space on major search engine results pages.
This strategy is an efficient tool for driving customers into your stores as consumers continue to use online devices to find products and services in their area. An effective Paid Search strategy balances national and local tactics, and delivers relevant messaging to potential customers in a highly targeted geographic area or region at the moment they are looking for a solution.
Paid Search allows brands and businesses to compete directly for advertising space by bidding on keywords. If your bid wins, your business’ ad will show up on the top spot on the search engine results page. Your business must pay each time the ad is clicked, but through proper management, these costs can be minimized.
Our Paid Search management uses a combination of tactics to accurately and efficiently target potential customers in a specific location or set of locations. Learn more about Location3’s strategic approach to Paid Search below.
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Strategic and Relevant Copy
A successful paid search (PPC) campaign starts with relevant keyword targets. Through extensive keyword research, we’re able to determine the most relevant keywords at the most efficient price for your marketing budget. Using those keywords, we can start driving pre-qualified traffic to your preferred local landing page.
Our team of Paid Search experts begins every engagement by establishing an expansive list of keywords most relevant to your brand and business locations. This list is continually refined and expanded to find the keywords that are most efficiently driving business to your site.
Ad Copy Creation
We then use that keyword research to write copy that is both strategic and relevant. Our team writes the highest-performing copy for your paid search ads through an in-depth understanding of your business locations and advertising services like Google AdWords.
One of the defining features of our PPC management services is the ability to accurately target potential customers in specific locations. Geographic targeting allows us to serve your ads to consumers in their local markets, where they are more likely to make a purchase. We target your most relevant audiences, motivating customers in your area while eliminating wasted spend.
Through geotargeting, the reach of your ads is narrowed in order to target customers who are within a specific radius of your business locations. This strategy allows you to reach your most relevant audience while ensuring your budget is spent efficiently.
Analyzing historic data and trends, our team creates segments based on varying performance of specific regions, allowing us to optimize bids, budget, and campaign settings.
Paid Search campaigns present myriad opportunities for our team to monitor, analyze, and capitalize on our access to real-time data and search engine marketing expertise. Combining our wealth of experience with the LOCALACT platform allows us to make the adjustments needed to maximize impact on your bottom line.
Every Paid Search campaign requires a nuanced understanding of the major advertising channels, including Google AdWords and Bing Ads. Whether it’s discovering new keyword themes, optimizing bids, or testing ad copy, our dedicated team of PPC specialists is constantly fine-tuning your campaigns to get the most from your budget.
Our proprietary LOCALACT platform gives you access to a detailed reporting dashboard, where you can analyze performance for your brand & franchise locations, measure conversion goals, and record and monitor calls from potential customers on a location-by-location basis.
Paid Search Management
A lot of companies claim they have an “all-in-one” digital solution for brick-and-mortar businesses. The dirty little secret is that real people with local search engine marketing expertise still need to manage these platforms to consistently achieve the best possible performance. We develop customized Paid Search campaigns that target your customers with the right message in the right location in order to transform online interest into actual foot traffic for your business locations.