Localize Your Internet Marketing for Better ROI

General Aug 20, 2013 No Comments

Local Internet Marketing StrategiesThe surge in mobile device usage and statistics that illustrate a large number of users who search for local goods and services on their mobile devices has led to Google gradually shifting its algorithms and implementing more social engagement to provide users with more local search results.

This trend has delivered small businesses with a huge opportunity to compete with the big boys in their industries for local consumers. It also has provided businesses that invest in Internet marketing with a lean, highly focused (local) target for their marketing efforts that produces better ROI.

Organic Search Marketing With a Local Focus

One of the most effective, ROI-producing local Internet marketing strategies is organic search engine optimization that is focused on local keyword targets.

Like traditional SEO campaigns, local organic SEO hinges on building a reputation for your business online that drives higher rankings through effective content marketing and link building.

In local organic SEO, small businesses are able to target consumers in their local area who are searching for their goods or services by optimizing for geo-modified keyword phrases. For example, if your company offers plumbing services and you’re located in Jacksonville, Florida, you might want to target the keyword phrase “Plumbers Jacksonville FL” instead of a broader, more general term like “Plumbers.”

A primary advantage of localizing your organic SEO campaign it costs less and provides higher returns for small businesses, as compared to to an Internet marketing program that encompasses broader, wider markets.

Google+ Local Offers Prime SERP Placement

The game changer for local Internet marketing came in May of 2012 when Google replaced its Google Places pages for businesses with Google+ Local listings.

Google offers local businesses prime real estate to get in front of users who search for their service/product in their local area. Google displays their listing near the top of the search engine results page (SERP) next to the local map.

Google+ Local SEO

Getting your  company listed next to the map is yet again a process of building trust with the search engines by establishing local business listings (citations), acquiring positive online reviews, and general listing optimization.

Enhanced Adwords Campaigns Cater to Local Mobile Search

If your business participates in pay per click advertising with Google Adwords, Google has made it easier for you to manage a mobile, local PPC campaign with its new Enhanced Adwords Campaigns.

It’s important to remember the significance percentage (over half) of all Google searches that are conducted on mobile devices that are done with the intention of finding a local solution.

Google Adwords has provided its advertisers with the ability to narrow the scope of their campaigns with “geo-targeting” their ads to specific locations.

This allows companies to reach highly qualified consumers in their local area, as well as users who are searching for businesses with their geo-modified keywords.

Weeding out consumers not in your local area with geo-targeting, and reaching more highly qualified consumers provides for better ROI for your campaign.

The new Enhanced Adwords Campaigns also allow businesses to easily manage their mobile PPC strategies with simple mobile ad configuration, rather than having to create a separate mobile campaign within their Adwords account, which was the previous best practice.

Now more than ever, reaching local consumers via Internet marketing is essential for sustained business growth, and implementing a locally-focused marketing strategy is going to provide your business the most bang for its buck in the long run.

Importance of Mobile PPC Marketing for Local Businesses

General Jul 30, 2013 No Comments

Mobile PPC Marketing for Local BusinessesPay per click (PPC) campaigns have proven to be highly effective marketing tools in for local businesses.

With mobile internet and the proliferation of mobile phones and tablets growing by the day, the potential of mobile PPC campaigns has significantly increased – particularly for those companies who conduct business locally.

If you have a local business and you want to boost your company’s presence online in the local search results, investing in mobile PPC marketing can reap huge ROI rewards for companies that target local consumers.

Why invest in mobile PPC marketing?


Mobile PPC provides a huge targeting advantage for local businesses because of its granular nature. You can set up mobile specific campaigns (although it’s not necessary now with Adwords Enhanced Campaigns), custom mobile ads and ad extensions such as click to call or places extensions, etc. that target mobile users specifically.

Many businesses such as auto body shops or junk car buyers garner a large portion of their traffic from mobile sources, so advertising mobile-only campaigns gets your company in front of these users who are looking to buy NOW.

Campaign Efficiency

Mobile PPC marketing is also cost-effective compared to desktop PPC campaigns. In a research conducted by The Search Agency, costs of mobile marketing through smart phones are 48 percent cheaper than desktop-based marketing during the 3rd quarter of 2012.

Also, mobile PPC campaigns deliver higher click-through rates, which in turn means local businesses employing PPC campaigns on a mobile devices are likely to see an increase in traffic and conversion rates because your company is serving up mobile ads that are hyper-specific to what the local consumer is looking for.

This means you’ll be spending less for clicks, and have a higher probability of conversion.

Not Everyone Is Doing It

Another advantage locally-based mobile PPC advertising is you still have an early mover advantage to make your business stand out from the rest of the competition.

Not everyone is doing it, and if you’re ready to jump ahead of your competition by getting your business in front of highly qualified local customers, now’s the time to work mobile PPC into your online marketing strategy before everyone else catches on.

Each of these points outline why mobile internet users can be a huge potential market for local businesses and a well executed mobile PPC strategy can drawn them in and make a huge impact on your local business.