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Posted: 1 Feb '19

Incorporating Marketing with Paid Ads into Your Local Business’ Digital Marketing Strategy

Marketing with Paid Ads

Marketing with paid ads is an integral part of many marketing campaigns. Pay-per-click (PPC) ads can potentially capture thousands of customers who are specifically interested in your services. Achieving success when marketing with paid ads requires knowledge and skill.

Long Tail Keywords for Targeted Hits

In the world of PPC ads, there are two types of keywords: short tail and long tail. "Restaurants" is an example of a short tail keyword, but "family-friendly Cajun restaurants in Edmonton" is a long tail keyword. Short tail keywords are non-specific, and it's hard to make your PPC ads rank highly with short tail keywords. Long tail keywords, however, rank highly and appeal to people who specifically need your services. Crafting effective long tail keywords is an integral part of marketing with paid ads.

In some cases, you might want to throw a wide net with your PPC ads; for instance, if you're planning to hold an event in the local area and you want to build a word-of-mouth following, you might want to target a group of ads at everyone in your city. However, it's almost always the case that long tail keywords that are specifically directed at a targeted subsection of the consumer populace are better for growing your local business.

Robust Landing Pages for Maximum Conversions

For marketing with paid ads to be effective, your PCC ads need to take potential customers to the right place. Creating landing pages that serve as fluid transitions from your ad content is a big part of successful marketing with paid ads; for example, if an ad for a doctor's office encourages consumers to make an appointment, scheduling information and details about the physicians should be included on the linked landing page.

Ads for Targeted Industry Verticals

Verticals are defined by their shared interests or attributes, and directly targeting distinct verticals can increase your conversion ratio. For instance, if you have a local HVAC business, you will want to consider targeting your ads in your local area, as well as areas surrounding your geo. If you are a B2B company, you might target industrial areas. Marketing with paid ads can help target a specific audience and drive more people to your business.

To get the most out of marketing with paid ads, you'll need to work with certified experts who know how to create ads that hit the sweet spot every time. To take your efforts at marketing with paid ads to the next level, reach out to us today!


Lynne Motkoski, Digital Marketing Consultant
Specialty: Digital Marketing Strategies
Education: BComm, MA Communications & Technology, University of Alberta

With over 10 years of digital marketing experience in the WSI global franchise, Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She leads digital transformation for Alberta based companies as they are adapting to the age of social distancing.