Hire Developer ยป Pay Per Click Management ยป Do Local Businesses Still Need Pay Per Click?

Do Local Businesses Still Need Pay Per Click?

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There has been an interesting change in the way local search results are being displayed in Google. Rather than a seven pack with map followed by organic listings, the seven pack has been taken out the frame and listed in a similar fashion to organic search results. The map has been moved to the sidebar pushing Sponsored Links down the page.

Having conducted numerous tests, the question now is whether or not a business still needs Googleโ€™s pay per click sponsored ads. There are points for and against and your decision will depend on your advertising motives. Letโ€™s consider some ofย  those points:

Points Against Pay Per Click in Local Search

The way local results are now being displayed, it is quite normal now for a business to have two free listings in search. The first listing is in the local search results and includes a link to your web site and a link to your Places page along with a Google map placeholder. The second listing could be located below the local search results depending, of course, on your search ranking for that key term.

If your paid listing is not ranked in the first three then it could be pushed down into the side bar listings. These now appear almost below the fold โ€“ not exactly a highly clickable location. This could result in a large drop in click-through rates.

Points for Pay Per Click in Local Search

Following on from point one in the arguments against, if your site ranks highly in search results, ranks highly in local search, and ranks in the top three for paid search then you could see your site (and brand) listed three times in a search results page. This may well increase click-through rates in both organic and paid search listings. That amount of exposure can also be good for branding purposes.

What will be interesting to see is the feedback from local businesses. Those that are not bidding for positions 1-3 may see a drop in click-through rates. Those that are bidding for those positions may well see a rise in those same stats. If that does become the situation,ย you will probably see those positions becoming more competitive, and more expensive. Have you noticed a change in your click-through rates?

United States (US): New York, Los Angeles, Chicago, Houston, Phoenix, Philadelphia, San Antonio, San Diego, Dallas, San Jose, Austin, Jacksonville, San Francisco, Columbus, Fort Worth, Indianapolis, Charlotte, Seattle, Denver, Washington, Boston, El Paso, Detroit, Nashville-Davidson, Memphis, Portland, Oklahoma City, Las Vegas, Louisville
United Kingdom (UK): London, Birmingham, Leeds, Glasgow, Sheffield, Bradford, Liverpool, Edinburgh, Manchester, Bristol, Kirklees, Fife, Wirral, North Lanarkshire, Wakefield, Cardiff, Dudley, Wigan, East Riding, South Lanarkshire, Coventry, Belfast, Leicester, Sunderland, Sandwell, Doncaster, Stockport, Sefton, Nottingham
Canada: Toronto, Montreal, Calgary, Ottawa, Edmonton, Mississauga, North York, Winnipeg, Vancouver, Scarborough, Quรฉbec, Hamilton, Brampton, Surrey, Laval, Halifax, Etobicoke, London, Okanagan, Victoria, Windsor, Markham, Oshawa, Gatineau, Vaughan, Kitchener, Longueuil, Burnaby, Ladner, Saskatoon
Australia: Sydney, Melbourne, Brisbane, Perth, Adelaide, Gold Coast, Canberra, Newcastle, Wollongong, Logan City, Geelong, Hobart, Townsville, Cairns, Toowoomba, Darwin, Rockingham, Launceston, Bendigo, Ballarat, Mandurah, Mackay, Bundaberg, Bunbury, Maitland, Armadale, Rockhampton, Adelaide Hills, South Brisbane, Hervey Bay

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