Smarter Strategy. Faster Growth. Stronger Results
Perhaps the most misunderstood (and mis-used) marketing channel for local businesses is paid advertising. Whether you’re engaging in Google Ads, Facebook Ads, or banner ads, you’re investing money to capture the attention of potential customers who are searching for your particular services or products.
On the surface, it seems simple, but the reality is far more nuanced.
Effectively managing paid ads search requires a high level of expertise. Is paid search beneficial for a small business? Unquestionably! Still unconvinced? Conduct a Google search for your business category. Here’s what you’ll likely see:
Paid ads take up the top slots on the page.
The “Map Pack” of three business listings.
Organic Results (dominated by national brands and directory sites).
In the majority of the cases, an organic listing for a local business only appears in the lower half of the page unless you are fortunate enough to be in the Map Pack. Google’s first page has essentially become a “pay to play” arena. Need more convincing? Let’s look at the facts:
But this doesn’t mean you can throw together a few ads and expect the phone to ring! Google Adwords and other paid ad campaigns must be structured meticulously. If you have been thinking that the company that pays the most gets the top ad you’d be wrong. Ad placement is determined by the “quality score” that Google determines, and pricing is a complex process requiring consistent testing and evaluation.
What keywords should you target? How do you decide on negative keywords? Which bidding strategy will be most effective? Are my site links accurate? How do I calculate a budget that will get the best results for my ad spend? These are just some of the considerations when planning a paid ads campaign.
Our paid advertising team is Google ads management certified and has successfully managed more than $10 million in client ad spend. We understand how to maximize returns for our clients.
Ever browsed Amazon or eBay and then noticed ads for the items you viewed appearing in the following days? That means you’ve been “retargeted.” Retargeting, until recently, was affordable only to big national companies. Not anymore. Our 10X Omni-Pixel strategy for retargeting, banner advertising, Hyperlocal and Time Lapse Targeting programs are accessible to local businesses and professional practices.
Did you ever wish you could just target a specific neighborhood automatically through the Internet? Well you can—that’s our “hyperlocal” ad program that will send your business brand to every home in an area you define.
Want to target your competitors customers?
What if you could send your message to every one of their customers for the last year? We call that “time lapse targeting” and it is a powerful strategy that can help you grab market share from repeat buyers.
These techniques permit you to keep your brand at the forefront of visitors' minds even after they have left your website, and to penetrate new markets accurately and affordably.
Navigating the complexities of paid advertising can be challenging. Collaborating with the Alchemy team to optimize these pivotal marketing channels can swiftly catapult you to page one in search results and provide a formidable return on your investment.
