Should I Use Pay-Per-Click or Search Engine Marketing (SEM)?

So in answer to the question about should I use Pay-Per-Click (PPC) or Search Engine Marketing  (SEM) for my Kansas City Business, the answer is a definitive, “depends”! LOL! Are you an Overland Park, Olathe, Shawnee, or some other Kansas City business that is considering using Google, Yahoo, or Bing PPC? If so, then my best piece of advice is this is…. First make sure your landing page supports the ad you are running and secondly, do the math.

1. Almost everyone that is unsuccessful with PPC or SEM, is unsuccessful because they run an ad that takes people to a page on their Web site that says nothing about the ad. If you are a carpet cleaner in Overland Park, Kansas and your ad says “Clean two rooms in your Overland Park, Kansas home and get a third room cleaned free”. Then your Web design should say immediately “Clean Two Rooms in Your Overland Park Home and Get a Third Room Cleaned Free.  People click ads and expect to read more about the special. Don’t run ads if your Website development doesn’t match the ad and say the same thing.

2.  Do the math! I’m not going to lie to you. PPC for local service businesses is not cheap. I’m running PPC ads for my Kansas city Web design company and it’s costing me a lot of money. But, for every dollar I spend on my PPC campaign, I’m getting nine dollars in return.  PPC is a marketing decision. Run the ads and people will click them. How many of those clicks have to turn into clients in order to pay for the ad? Obviously every business is different so the math will vary amongst business owners.  Even if you just break even with the math, you will greatly increase  your organic rankings by running PPC. Google loves a busy Web site and will reward your organic rankings accordingly.

Author : Chris Nastav

Author: KC Web Specialists

Overland Park, Kansas 66223


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