Types of Search Based Marketing and Advertising

Search-based marketing, or search marketing, allows businesses to optimize their website to reach more potential clients online. When people look for a term online, search-based marketing and advertising makes your website more likely to appear in Google search results and Google Maps. At Local Blitz we use a variety of search marketing and advertising tools to support your key performance objectives. Google Business Profile, Google Ads, Google Maps and keyword analytics can all be used to drive more sales based on your current and future goals. Search-based marketing and advertising can be used for a variety of goals, including:

• Finding local customers looking for services in your area
• Reaching new customers who are actively looking for your product or service
• Generating brand awareness for your business
• Promoting a seasonal offer or new business
• Driving traffic from customers around the globe
• Providing easy-to-access information on your hours, location, menu or services

The Value of Google Organic Search and SEO Marketing

Organic search describes the unpaid listings your website receives when a user searches for a key term. Organic search rankings exclude paid results like advertisements or keyword ads. Google’s organic search algorithms rank results by quality, relevance and performance over time. A search marketing company can help you set up Google Analytics, review your organic search performance and develop campaigns to increase your site’s visibility online. There are several benefits to building your organic search rankings:

Cost: Pay-per-click ads are effective but costly over time. This is where organic search traffic has a cost advantage. With the right SEO, the cost per click of organic traffic drops to zero, giving your company a competitive edge over businesses that rely only on pay-per-click.

Credibility: A major reason to build organic traffic is to establish your company’s credibility. Companies that rely solely on PPC often lack credibility in search. By building organic traffic, your online marketing and web design work together to strengthen your company’s reputation online.

Competition: Building your organic search traffic increases your online presence and effectively decreases your competitors’ traffic. The higher your company shows up in search rankings, the lower your competitors appear.

Combined approach: Different roads lead to the same destination. Although organic search is a strong way to bring visitors to your site, many people also visit websites through pay-per-click ads. That’s why a balanced strategy, using both paid advertising and organic search, is an important way to bring traffic to your business.

Google Business Profile and Local SEO

Google Business Profile (formerly Google My Business) is an online tool you can use to improve your visibility to customers searching online. It lets you post information about your hours, location, services and client reviews. It’s free, effective and easy to maintain with the right marketing strategy. At Local Blitz we help clients set up and maintain high-quality Google Business Profiles that give customers helpful, accurate information. Learn more about our local SEO services.

• Make it easy for local customers to find and use your services
• Reach both local and global users who are looking for your business
• Easily provide accurate information about your hours, locations and offerings
• Track user engagement with your listing and learn more about your customers

Google Business Profile Analytics

Your Google Business Profile tracks how customers connect with your business. You can see users who click to your website, view a menu, call your business or make bookings online.

• Track how many customers called through your business listing
• See how users use the information on your listing or visit your website
• Learn what information customers need and when

Google Ads: Types of Google Search Advertising

Google Ads help you drive traffic to your website using popular search terms, relevant content, location targeting and more. Our team can help you create effective Google Ads that connect with potential customers and share insights on your audience’s behavior. You can choose from text, video and responsive display formats depending on your objectives. Google Ads is based on a pay-per-click (PPC) model, where advertisers bid on keywords and ads are selected based on quality, relevance and bid amount. You only pay when someone clicks your ad. A bid can be anywhere from a few cents to many dollars depending on the keyword. To run a successful PPC campaign, it’s important to select the right keywords, create relevant ads and use optimized landing pages. Your ad will only show if it has a good Quality Score and an appropriate bid.

Google Ad Types

Your campaign’s objectives will dictate which format is most appropriate. A display ad, for instance, can be an excellent way to reach customers while they browse online. If you are trying to reach customers in a specific area, you can target your ads to that region.

• Google Search Ads: use specific geographic parameters and keyword searches to reach the customer.
• Google Display Ads: reach customers while they browse favorite sites such as YouTube or Gmail.

About Local Blitz Marketing

Local Blitz is a search marketing and advertising company specializing in SEO, Google Ads, organic search and other digital marketing tools. We work with clients across the real estate, home services, health care and e-commerce industries, and tailor every project to your business needs and key performance indicators. Get in touch to book a complimentary consultation.