Laying the Foundation to Your Search Marketing Campaign

When you’re on the prowl for a new restaurant, barber, or dentist, how do you go about finding your next go-to spot? Our guess is an internet search. Google receives 3.5 billion searches in just one day! The number of daily internet searches continues to grow, and it is only projected to pick up more speed.

As the algorithm of online advertising changes every day, it is essential that you stay on top of the current trends to ensure you’re reaching your customers. Search marketing is alive, thriving, and, in our opinion, absolutely necessary.

Here are three things you should take into consideration when developing your search marketing campaign.

1. Utilize Geo-Targeting

When it comes to your business and building your customer base, we know you want to take the no-frills approach, and with geo-targeting you’re able to hone in on the geographic areas you’ve personally identified to be important to your business. Geo-targeting is especially important if your business relies on foot traffic or local customers. This will allow them to find you while they’re on the go or already in the area.

Through this method, you can make sure your ad spend is allocated wisely, choosing areas around your business or even common cities your customers may reside in. You can also choose to exclude different locations to really pick and choose specific area codes, cities, or even states. It’s as if you are cherry-picking your next set of customers based on their location or location-based searches!

2. Determine Where & How to Reach Your Customers

As tempting and easy as it may be, try not to limit yourself to just one platform, like Google. Bing and Yahoo are still big players in the game, and you need to make sure you’re diversifying your search spend so you’re not missing out on any potential customers that want to find you.

It’s just as important to research and carefully select your keyword terms. Aim for words that have high volume but low competition to maximize your spend and visibility. There are many tools you can leverage to get a better understanding of what customers are actually searching when looking for new businesses, like the Google Keyword Planner.

3. Don’t Forget Local Ad Extensions

As we’ve mentioned in our blog, Mobile Near Me, consumers are using their mobile devices to search for local businesses and services on their mobile devices to identify places in a certain proximity. With those searches becoming more popular, local ad extensions are something that can definitely come in handy to connect with those consumers. These types of ads show your location on a map, along with your address, phone number, distance, and a call to action if you so choose. Having these easily accessible ads can have your next customer walking over to your storefront in just minutes.

Although there are many methods to reach potential new customers, search marketing allows you to expedite the process so you can get in front of your customers quickly. If you’d like to learn more about how ReachLocal can help, contact us today!

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Julie Tran

Julie is the Communications and Social Media Marketing Manager at ReachLocal. She has extensive experience in social media strategy and engagement, social listening, and content creation. She specializes in helping brands develop their voice and leveraging data and insights to improve their overall social strategy. In her free time, Julie enjoys playing board games, traveling, and eating dessert.

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