Pay Per Click Advertising for Local Businesses

Pay Per Click Advertising for Local Businesses

Imagine if you only had to pay for the phone book owners who actually looked up your number and gave you a call, or the newspaper readers who saw your classified ad and walked through the front door. Online advertisements give you the opportunity to do just that. With pay per click advertising, you only pay for the users who actually click on your ad.


Let’s take a look at some of the ways that you can take advantage of this advertising model and keep costs down.

Introducing AdWords

Google’s AdWords program is the most popular advertising platform online, and with good reason. As we mentioned on Tuesday, people under the age of 55 use search engines more often than any other channel or tool to discover local businesses. AdWords places a link to your website, as well as your contact information, directly above or next to the search engine results.




You’re a local business, and you sell very specific products, so the last thing you want to do is display ads to the wrong people. AdWords allows you to target a specific location, so that your ads only show up for people who are located close to your business. It also allows you to target specific keywords, so that the ads only display when people search for products and services that you sell. AdWords comes with a Keyword Tool to help you select related keywords.

Where Things Can Go Wrong

PPC is a great way to attract customers quickly and earn a profit. That said, if your campaign isn’t carefully managed, you can end up spending more on ads than you need to, and in some cases you may actually end up losing money.

This is one reason why we strongly discourage the use of AdWords Express. This tool automatically selects keywords based on broad categories. While this can still be profitable, many of these keywords may not actually have anything to do with your business, and others don’t necessarily indicate a desire to buy.

For example, if you sold candles, you wouldn’t want to advertise for “free candles.” This would attract clicks from people who aren’t interested in spending money, which will only drain your resources.

Campaigns must be carefully monitored in order to avoid these kinds of wasted clicks.

Testing and Monitoring

There are several aspects of your ads you need to test and monitor in order to maximize ROI. Here are a few pointers:

–        Only test one thing at a time

–        Cut keywords as soon as you have statistically significant data that they aren’t profitable

–        Invest more money in keywords that result in conversions

–        Test the ad copy and measure the effects on click through rate and conversion rate

–        Test where the advertisement links to and adjust the landing page.

It’s also important to understand that AdWords has it’s own metric called a quality score. You may think that the click through rate isn’t a big deal, since you only pay for the users who click on your ads, but this is actually misleading. If your ad has a low click through rate, Google doesn’t make much money off of you, so they raise your prices to compensate for this.

You need to monitor your quality score in order to keep ad prices low.

Where to Go From Here

You can learn more about this by clicking the PPC button at the top right corner of this page. If you’d like to learn how we can help, visit Local Surge Media, or give us a call at 512-346-5000.

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