WHY PPC SHOULD BE PART OF YOUR OVERALL ONLINE MARKETING STRATEGY
First of all, PPC gets things happening quickly, unlike an SEO program, setting up your website, building links and having the right on page optimization. That process takes a little bit of time to materialize. What you do today and tomorrow, will start to pay dividends in three to four months.
With PPC advertising, you set up your campaign and will start to see your ads serve in just a few days. It can drive good traffic, especially during the times when you need to make sure you're visible.
You want to show up as often as possible when someone's looking for your services. Having a pay per click ad that shows up somewhere in the top, on the map, and in the organic section is important. Now you've got the opportunity to show up multiple places and significantly improve the chances of getting your ad clicked on, as opposed to your competition. A pay per click campaign gives you that additional placeholder on the search engines on page one.
It also gives you the opportunity to show up for words that you're not going to show up for in your organic SEO efforts. This is what I like to call non geo modified keywords. SEO and our whole organic strategy gives us the ability to show up in search engines when someone types in your city service, your city AC repair, your city roofer, your city pool builder, etc. All of those include some kind of geo?modifier (your city). They're going to put their city or their sub-city in that search for you to rank.
With a pay per click campaign, you can show up for the non geo modified terms (Ex. roofer, roofing, kitchen remodeler, plumbing service, pool contractor, fence builder, etc.), and put in the settings that you only want to show up for people within a 25 mile radius of your office. If you're in Houston and somebody searches within that area for “plumber” or “plumbing,” you can set it so that it only shows your ad for the people that are searching within that area. And Google can manage that through IP addresses by isolating where the search took place.