5 Ways to Launch a Local Online Advertising Campaign

Filed in Business Management, Technology by on July 13, 2016 0 Comments

Online advertising can be a scary place with a lot of unknowns, new terms, new ways of spending dollars and faster turnarounds, but dollar for dollar it can be come of the best advertising investments you can make. Here are five key ways small, local builders can capitalize on free to low-cost online advertising that will help reap a big returns.

Pay-Per-Click. Pay-per-click advertising, like Google Ad Words and Bing Ads, are one of the best ways to start advertising online. The beauty of pay per click advertising is just what the name implies: you only spend money once someone actually clicks on your and is redirected to your website. These are the sponsored ads that are often found at the top or along the right hand side of a search results page.

Pay-per-click ads appear based on search terms that people use when they search on Google, Bing or any other search engine. Ads will only appear when specific keywords (e.g., “new patio home community Aurora Colorado”), which means your ad is appearing only in searches that are relevant to your company. You can set a total budget amount to spend on these ads, and once you reach your total budget, your ads will stop appearing.

Remarketing. Remarketing banner ads are an excellent way to target consumers that have already visited your website and are somewhat familiar with your brand. Once a consumer visits your website and then leaves, relevant banner ads featuring your company will appear for them as they continue to browse the internet. Remarketing banner ads are useful because they target consumers who have shown an interest in your company already.

Claim Your Local Listings. Google Places, Yahoo Local and Bing Local all offer free listings, all you need to do is claim your individual listing. Local listings are great for several reasons, but the first one is that claiming your listing is free.

Additionally, claiming your listing will help with your search engine optimization (SEO). On your listing, you can add all relevant information about your business and include your company phone number and website. This is an easy way to get your contact information directly in front of the consumer without spending any money.

You ensure that all the information is correct, so assuming you remember to update your listing if you ever move, your customers will have your correct phone number, address and hours. Claiming your local listings also gives your customers the opportunity to leave a review, and you can respond to the review. This creates an opportunity for two-way communication with your customers and helps you develop stronger relationships with them.

SEO. One of the most vital things you can do to maximize your online exposure is to ensure your website is optimized for search engines. This is commonly known as search engine optimization. Proper SEO enables your website to appear in the organic search listings.

The more optimized your website is for search engines, the higher it may be able to appear in the results page after a search, which makes it easier for customers to find your company. Securing a top spot on the search engine results page is important, because many users will click on the first link that they see.

Social Media. It is imperative that any small business have a social media presence. Most companies have at least a Facebook and Twitter account. Depending on your target market, a Linkedln or Instagram account may be necessary as well. Your customers use social media all the time, so having a presence where your customers are increases your odds of being seen by them. Social media also gives you the opportunity to build strong two-way communication channels with customers.

Social Media Advertising. Social media advertising, like Facebook and LinkedIn ads, are great because you can target specific demographics and geographic locations. Social media advertising can increase your reach with new customers that might not be familiar with your  company. It drives clicks and conversions on your website and can be less expensive than other forms of online advertising.


This article originally appeared in the May/June issue of Sales + Marketing Ideas magazine. For subscription information, contact Anne Ladewig. It has been edited for the blog.

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