Where is the best place to spend marketing dollars online for small businesses?

Answer by Greg Longmuir:

SEM or PPC is a good option, but you must start small, 10 keywords maybe and keep them local. (widgets in 00000 zip or town). Google serves local first so that much is already with you. The key is to pay attention and optimize your ad group. I am shocked how many are still not using the Broad Match Modifier. I would also look at Google contextual targeting, pay only if there is a click otherwise it is free branding. Contextual targeting allows you to upload a keyword list that will trigger an ad only if that keyword or phrase matches the users intent. I am not a big fan of FB ads if I am looking for short term ROI and not branding, (again depending on the business) that can come later. If PPC is sending top of the funnel searchers than you need to optimize the position of that keyword. Being #1 in sponsored links does not mean you get ROI but just many clicks by people just starting research. Position 5 on the side may net bigger gains and your GA will tell you that. Hope it helps, Greg

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About Greg_Longmuir

20 years as a Sales Management Executive, Digital Marketing and Sales Director , Call Center Director and Reputation Management Professional. _______________________________________________________________ 12 years as Director of Digital Marketing and Sales for the largest mattress retailer with over 1000 showrooms in 15 state DMA's. Sleepy's the Mattress Professionals, 1800mattress.com, mattress.com, sleep.com and Sleepworksny.com _______________________________________________________________ Specialties Digital Marketing - Reputation management- Online Marketing - SEO/SEM - Sales Management Revenue Generation - Profit Building - Contract Negotiations - Competitive Analysis - Public Relations Policy Development -Media Buying - Call Center Operations -Mobile Marketing - Customer Insights - E-Commerce, Google Tools, Social Media, Mobile and the list goes on..
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