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, paid ads that appear in the number one place on the SERP.
Paid search campaigns are not just for national franchises and other big companies; they’re also for local markets. These ads are ideal for businesses like car dealerships and lawyers that sell well-priced commodities and dentists or colleges that see repeat business at the local level.
Paid results appear on the top of the search page, on the right-hand side, and at the top of your Google email inbox—they surround organic results. Long blog posts, national news articles, and items that most interest people researching and surfing the web for fun get the highest ranking.
Since the most searched topics organically show up at the top of the page, it’s very rare for one of your website landing pages to rank higher organically against blog articles written for the pleasure of reading.
More Than PPC
Sometimes you’ll hear people who are not experts call all paid advertising PPC. However, the truth is that many banners and ads on websites are also paid ads, and they do not appear on results pages. Three different kinds of paid ads rank high on search page results:
- Pay per Click (PPC): Advertisers pay for each click. This strategy is very straightforward and the most effective. For example, 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, PLA is known as Shopping Ads. They look like you’re on an Amazon page browsing an online 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 your brick-and-mortar store. This option is best for hardware stores and other retailers in Brookfield, WI.
- Pay Per Call: This type of ad is perfect for call campaigns and only works on phones. When a customer clicks on the ad, their phone calls 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 for PPC Makes Sense
Paying for PPC is the easiest and fastest way to rank in the number one place on all relevant local search results, and studies show that most people trust information and businesses at the top of the SERPs.