|Pay Per Click (PPC) advertising is the fastest growing segment of online advertising. According to Forbes Magazine, by the year 2008 companies will spend $8 Billion a year on PPC advertising. The challenge facing many small businesses is figuring out how best to start a search campaign that fits with the goals of the company. With this in mind, Structured Web creates a two tier approach to establishing a manageable and targeted campaign.|
Tier 1 - Geo-Targeted Ad Serving - keep your searches local
A voice & data company in Niagara Falls, NY wants to focus on growing a customer base within a serviceable local area. While search engines have a tremendous reach, a concern for this company is that the reach may be to wide (a click from someone searching "Avaya VOIP" in California may do them no good).
Geo-targeting is comprised of the most commonly searched phrases for your products and services and then served only to searchers in your specified geographic area.
In the example to the right, only searchers within a selected radius can see and click the advertisements. Searchers outside your service area will never even see ads in this campaign, let alone have a chance to click them and eat into your ROI.
Teir 2 - Keyword Targeted Ad Serving
In order to qualify the terms for targeted ad serving, the keywords have been combined with the name of every city within the prescribed mileage radius. An example for our Niagara, NY based company would be "Avaya Dealers Buffalo" or "Niagara Falls Avaya", or even "Avaya 14301" (Niagra's zip code).
In your Teir 2 campaign, a searcher will see the ad only if the town name/zip code/county name AND keyword are both present in the search. This approach can be useful when targeting prospective customers who may have multiple branches or centrally located purchasing outside the 50 mile radius.
Benefits of Dual Geo-Targeted Approach - Managing the "Long Tail" of search.
In both Tier 1 and Tier 2 Ad Serving , the keywords are so targeted in their own way, that every clicker is an extremely target prospect before they ever read a word of your website. However, due to the number of cities within a serviceable range, it is not uncommon for these campaigns to contain 50,000 or more keywords.
StructuredWeb's unique targeting technology goes beyond the capability of most in house PPC managers to create relevant keywords, campaign text
Sure, maybe most web user's search for your popular services by using the same popular keywords. But add up all those who search using different or obscure wording, and they might generate as much or more traffic at more reasonable bid cost. As a merchant, you want to tap into both the "head" of interest and the "long tail" that follows behind