So is pay per click (PPC) advertising not for local business? We think it is, and we have several points that you ought to consider when you decide for yourself if it’s a good fit for your local business.
There are several pros and a few cons, so let’s get right into it.
The Pros of PPC for local business
- Can be done on a modest budget – You have the ability to monitor and control costs, and you can begin with very little. Alternatively, getting a professional SEO can be quite costly.
- Doesn’t take and as long to get results – You can get near instant results. With SEO, it might take months or years for things to fully pan out, and in that time Google will have changed the SEO algorithm a couple of times and you’ll have to do it all again!
- Can help you dominate first page results – Even if you are fortunate enough to have page one rankings, PPC ads appearing there also will give you that much more share of the pie.
- Easier to specifically target your audience – By specifically targeting keywords, you are able to go after the actual audience you desire.
- Trackable and measurable – The analytics you are able to access with your PPC platform provide you with immediate and invaluable intelligence as to what’s working and what’s not. This is especially true with keywords.
- Can actually help SEO – While the search algorithm is a secret, empirical evidence suggests that traffic and social interaction play a sizeable role in search rankings.
Here are some cons to using PPC for a local business
- Learning Curve – Each of the major PPC platforms, Google, Facebook and Bing, all have their eccentricities, and you need to know this information to run effective campaigns.
- Costs – You’ll need a budget, and your efforts and revenues will be determined by the size of it. Also, you’ll need discipline to not spend through your ad budget on an unprofitable campaign, and know when to stop it.
- Keywords research – A necessary part of PPC. You’ll either need to do this yourself or outsource it to someone that knows how.
Implementing PPC for local business can be a very profitable approach to take. Take the time to learn and allocate a decent budget and see it work for you.