- Posted by Josh Ciotti
- On June 24, 2016
When it comes to being successful in the digital marketing space, it is absolutely vital that you can be nimble and adapt quickly. In case you hadn’t noticed, Google changes A LOT!
Back in April, Google threw the digital marketing world a curveball by removing ads from the right rail of the Search Engine Results Pages (SERPs). They now display up to four ads at the top of the SERP for “highly commercial queries” such as “ac repair in Phoenix.”
Google is obviously an extremely data-driven company and, typically, the changes they decide to make seek to benefit the user (and simultaneously Google’s bank account).
In 2015, Google released an eye tracking study that revealed users are now viewing SERPs in a completely different manner – ignoring the ads in the right rail and opting instead to scan vertically.
It makes sense. We live in a mobile-dominated world now so restructuring the desktop SERP to be consistent with the mobile SERP was inevitable.
But what does all this mean for business owners and digital marketers?
Local SEO Isn’t Enough Anymore
It honestly never really was, but now — more than ever — you have to utilize multiple channels to be successful on Google.
Since the organic results are getting pushed further down the page, both paid and SEO must work together.
With potentially four ads showing at the top of the SERP, the Local 3-Pack is getting pushed further down the page which inherently decreases your site’s visibility. It also means that Organic results are being pushed below the fold which will make the stomach churn for anyone who is running an SEO campaign.
Paid Search Ads Will Help Maximize Your Exposure
Chances are, if you’ve been running any kind of SEO campaign, you’ve probably gained traction for some high traffic and/or highly converting keywords in your space.
You can build upon those metrics by integrating a targeted and localized PPC campaign that will maximize your exposure for those high performing keywords, get you more traffic, and increase your sales.
By having multiple instances of your brand on a search engine results page, you can increase the probability that a user will click on one of your results. Having a paid ad as well as an organic listing may also create a greater sense of trust in the eyes of the user and increase your CTRs.
A little extra search real estate never hurt anyone.
Paid Search Can Help Pages That Struggle From an SEO Standpoint
As we’ve mentioned in the past, SEO is tough. Unless you’re some sort of miracle worker, you’re likely not ranking #1 for every single keyword you’re targeting.
Integrating a paid search campaign can help you garner search traffic for those hard to reach keywords and topics, almost instantly, while you work on optimizations.
That instant visibility can bring you qualified traffic from users looking for your product or service. This, in turn, leads to more conversions and more money in your pocket.
If you’re a brand that really wants to get the most out of search, then you’ll definitely need to create an integrated SEO and PPC strategy. That strategy should focus on top rankings and paid ads in order to maintain maximum visibility and consistently be in front of your target audience.
Doing one or the other is simply not an option for local businesses any longer. Be smart and stay ahead of the curve, as well as your competition, by complementing your Local SEO strategy with a Paid Search campaign. Contact V Digital Services to learn more about how we can help you do just that.