Address :
2300 Main Street, Suite 900,
Kansas City,
Missouri - 64156
USA.
Tel : 816-533-4417
Email : contact@saltrank.com

How to Use PPC in Kansas City

If you are a business owner, you know that a successful marketing campaign is worth its weight in gold. So how do you go about running a successful marketing campaign? With all the options out there, it can be challenging to figure out where to spend that all-important advertising budget. 


Thankfully, we are experts at Salt Rank in Kansas City and are standing by ready to help you navigate the world of online media advertising. From Search Engine Optimization to PPC advertising, our expert staff is ready to help, no matter the size of your business.


So let’s take a look at one of these areas of expertise. PPC or Pay per click marketing and advertising. What is it? How does it work?


Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked. The goal is to lead the person viewing it to click through to the advertiser’s website or app and then complete a valuable action, such as purchasing a product. One of these popular advertising platforms is search engines. They allow you to display ads that are relevant to what users are searching for. Advertising services like Google Ads and Bing Ads operate with real-time bidding, where advertising space is sold in a private, automated auction using real-time data.

How Paid Search Works

Every time there is an ad spot on a search engine results page (SERP), an instantaneous auction takes place for the keyword. A combination of multiple factors is used by the search engine to determine who will win the auction. These factors include the bid amount and the quality of the ad. To get involved in these auctions, advertisers use accounts on platforms like Google Ads to set up their advertisements and determine where and when they would like those ads to appear.

Keywords

Keywords lie at the center of PPC, connecting advertisers to users’ search queries. Advertisers can choose whether to match keywords with search queries exactly, or they can allow for variations such as the different ordering of the words, different spellings, or the inclusion of other words. It is also possible to have negative keywords which help to prevent irrelevant traffic as the ads won’t display from search queries containing those keywords.

Ads

ppc-kansas-city

Ads are what the users will see if the auction is won. They typically contain a headline, URL, and a description. On a SERP they can show up on top of the results or at the bottom of the page. Services like Google Ads and Bing Ads also provide features called ad extensions that enhance the appearance of ads. Some of these extensions include site extensions and call extensions. These extensions can increase the visibility of your ad, as well as communicating more information.

Ad Rank

There is more to winning the auction than just having the highest bid. Search engines also look at other factors to determine which ads should be at the top and most valuable spot. They consider the bid amount, but they also consider ad relevance and quality, the context and time of the search, the format, and whether ad extensions were used. The quality can be determined by things like the historical click-through rate, the relevance of the keyword to the ad/search query, and the landing page quality. Your ad should be high quality and relevant, but your company’s website’s ease of use and good user experience are also essential in determining whether and how often you will win the bid to have your ad displayed.


In short, it can be a somewhat complicated thing to figure out if you are just getting started. That is where hiring a service like Salt Rank in Kansas City can come in handy. They specialize in this type of marketing and have proven strategies to ensure success. They can provide you with benefits like:

Ad Creation

Because it all starts with the creation of your ad, at Salt Rank, we are always testing new ad concepts and comparing results to ensure we are using ads that generate the most ROI for you. This can help to ensure that you aren’t unintentionally wasting your budget on clicks that have no value to your business.

Keyword Optimization

While an ad campaign can never be perfect, we strive to get as close as possible. We continuously monitor, test, and optimize your ads to increase efficiency and cost-effectiveness. We research demographic data, performance reports and even check your clicks to try and ensure that unqualified clicks are prevented, decreasing your costs, increasing your conversion rate, and ultimately increasing the number of clicks you receive.


PPC advertising can be a great way to reach a high number of customers without it costing an arm and a leg. To ensure you get the most out of your advertising budget, consult with an agency to help you to navigate the world of online PPC advertising successfully.


Contact us today if you need help setting up and managing your PPC advertising!

Kansas City Online Marketing: How to Generate Local Leads

If you are a Kansas City business, you can generate more local leads when you use Kansas City online marketing. Most companies generate the highest quality and greatest amount of leads through Google Searches. You know that you need new leads to grow your business, but how do you get them?


The answer is simple: Search Engine Optimization or SEO for short.

Kansas City Online Marketing firm or DIY?

Using a Kansas City Online Marketing firm like Salt Rank to improve search engine optimization is the way to get your website to rank on search websites like Google and Bing. The reason you want to show up on search pages is that the people who are searching for a solution to their problem and looking for your business right NOW. When they click on your website, it is a chance to turn a visitor into a customer.


If you want to try to DIY your SEO to generate leads, we will take you through the five easiest ways to do it. Keep reading for super useful information you can use today.

First: Find the Right Keywords

Keywords are the words that people type into a search engine to find the answer that they are looking for.


What you need to do is find the keywords that your customers are using and optimize your homepage for them.

keywords for kansas city online marketing

How do you find the right keywords?

1 – Take a look at what terms your customers are already using. You can find this information through your Google Search Console or Google Analytics.


2 – Ask your customers how they found you. A simple way to know what keywords to use is just to ask existing customers how they found you. If they say ‘Google’ ask them what search term they used to find you.


3 – Think about localized keywords like

  • [service] near me, e.g., plumbers near me
  • plumbers in [Kansas City]
  • doctors in [Kansas City]


Once you know your keywords, optimize your website for it! Make sure your meta description on each page is targeted to your keyword.

Do not overlook the importance of local keywords!

Why?

1 – Half of the people who Google a business physically went to the store within 24 hours.

2 – 60 percent of Americans use search to find out local products and services.

3 – Most people (71%) look the location of a business up to see that is real and get directions to it.

If you don’t know where to start with keyword research or optimizing your website, contact us today to get a free quote and consultation.

Second: Claim Your Google My Business Listing and All Other Local Listings

city photo of kansas city online marketing

If you have a local bricks-and-mortar store, you need to have a presence on local listing websites. Not only will this create great backlinks, but the people looking for your product or service will be able to find you.


Once you have your My Business listing, work hard to generate positive reviews. Over 85% of your customers trust online reviews. These days, they are just as powerful as a recommendation from a friend.


Salt Rank has a robust reputation management system that enables you to get 4- and 5-star reviews from your customers without having to reach out to the one by one.


However, if you are just starting out, you can ask your customers individually for reviews, and this will help you rank better on search pages.

Third: Write Blog Posts Consistently

kansas city online marketing girl writing

Blogs combine everything needed to reach visitors, engage them, and keep them coming back. Generating leads is easy when you have a great blog.


‘Consistent’ varies from industry to industry and business, but you should be posting a blog at least every 10 days.

But how do you write a great blog post?

Choose a great topic

Always write on a topic that is relevant to your customer. If you aren’t sure the type of content they want to see, you can start with your keyword research or thing of the frequently asked questions you get.

Create an outline

Write a great outline with the major points that you want to hit in your post. Then write the conclusion first. This will help you fill in the blanks as you write.

Create user-friendly and high-quality content

Notice how we are answering all your questions and writing in a friendly tone?

Publish content that’s easy to skim

Use a lot of headings and bullet points in your blog post to make it easy to read. Like these bullet points here!

Create engaging titles

Make sure that your titles speak to a problem or your customer in general. There is nothing worse than a dull, generic headline

Note: Make sure your headline is no longer than 70 characters

Use keywords

People can’t find you if search engines don’t know what you are writing about. Make sure your post is full of the keywords you want to rank for.


If you don’t have time to write blogs or don’t consider yourself a strong writer, Salt Rank is a Kansas City online marketing firm that can help you create high-quality, compelling blog posts consistently.

Fourth: Guest Post

podcast and backlinks kansas city online marketing

Now that you are writing posts consistently, you are ready to guest post. This is a great way to build authority and get backlinks!


If you aren’t a great writer, you can be a guest on a local podcast or do a video Q and A with a local YouTuber.

This may seem like a lot of work, but there are some excellent reasons to guest post

You Can Establish Authority in Your Niche

When you show up on someone else’s website, their audience will see you are a credible source on the topic they are interested in. Make sure you are only guest posting on quality websites. Their authority will rub off on you.

You Will Get Better, Local Backlinks (this is good for SEO)

Remember when we talked about backlinks above? Getting a link to your website from another local business will help your rankings when people are looking for ‘hairdressers near me’.

Your Writing Skills Will Improve

The more you write, the better you become. Practice makes perfect!

Your Social Media Will Benefit

People love to share what is new on their social media. When they share, you will be exposed to their audience, and a small percentage of them will find you on social. It’s not a lot, but if you are featured on a page with a large following, you will get lots of followers.

Brand Awareness

Guest posting or being a guest on a podcast is an excellent way to build brand awareness. Like in benefit #4, your message and brand will be exposed to hundreds, thousands, or hundreds of thousands of other people!

Fifth: Optimize Your Images

optimize images on website kansas city

If you don’t have alt-tags, or image descriptions, or are not using progressive JPEGs, you aren’t doing SEO properly.

Why use alt tags?

Google can’t see, so it relies on your image descriptions to know what users are seeing.

Why use progressive jpegs.

Google prioritizes page load speed, and if you have large files that take forever to load, you will be penalized in the search rankings. Making your photos, progressive JPEGs will help your website load faster!


When you optimize your images, your website can show up in image searches, and your site will load faster.


You don’t want to show up on page six of Google, so optimize your images!

Here is a mini checklist you can use to optimize your images

1 – Save your pictures as a progressive JPEG

2 – Strip your picture of the metadata if it is too big

3 – Change your titles to describe what the user is seeing accurately

4 – Add alt tags

5 – Use the caption section (is you have WordPress)


Now you have all the tips you need to generate local leads to grow your business, by using SEO.


If you are too busy running your business and need help, you can contact Salt Rank, your friendly neighborhood, Kansas City online marketing firm!

Google Algorithm March 2019 Update

Google just rolled out a new update in March and you may have seen your client’s rankings and search traffic take a drop. If you are looking for answers, then you have come to the right place. This is an opportunity for Digital Agency Kansas City to benefit. We will take you through the Florida 2 update and the steps you can take to rebuild your client’s traffic.
This update really touches on a few key things, authority, relevancy, and user experience. As a digital agency, there is room for you to improve your customer’s traffic and ranking on Google by taking note of these things.

This new update utilizes a link distance ranking algorithm that determines the activity between websites. Depending on this ranking, a website can be considered more ‘trustworthy’.
The purpose of this is so Google can determine whether a website is spammy. How do they determine this? By checking to see if the website has links to other spam websites or if a website links to a normal, useful website that users want to see.
That being said, links aren’t the final, determining factor in your business ranking. The more important reason to care about links is to build your relevancy and authority in a certain niche. If your link is surrounded by relevant keywords, then your website will be more relevant in the eyes of Google for those keywords.

 

What does this mean for your digital agency? 

 

Build the right links from the right people. Links are all about quality and you should avoid artificial link building where you can and avoid linking to spammy websites. If you help your clients create content that is authoritative and solves a question or helps with further reading, then you will get organic backlinks from other useful websites.

 

Build your authority

 

Speaking of authority, you must balance authority with relevancy and your user’s expectations. Just because you have an expert write your blog post, doesn’t automatically mean you will rank well. Google will rank your pages based on users getting the answers that they expect! Your website may not have the best answer, but if it is the answer that users expect to see, or want to see, then your website will rank better than your competitions.
Make sure that all your posts have an author listed. Why? Because if you don’t have an author, it is impossible for Google to know if it was written by an IT expert or a high schooler. Google looking for authors with expertise in the subject you are writing on.

 

What does this mean for you?

 

Make sure that you are listening to your target audience and answering the questions that they have in your industry. For example, when people google ‘digital agency Kansas City’, make sure that you are answering the questions that people expect to be answered. This may mean you are writing about what to look for in an agency or a listing on the top trends that agencies are looking for in 2020.

As long as you answer the questions along the buyer’s journey, you will be rewarded for it. Most of your clients don’t know where to start, so this is a golden opportunity for you to delve deeper into your target markets mind by answering their ‘how-to’ questions through your content.

 

Focus on User Experience

 

The user experience encompasses many things like mobile first, removal of aggressive or misleading ads, and, like we motioned earlier, giving them what they expect to see.

 

Expectations

 

Make sure your clients are ANSWERING the questions that their users came to their website to see. Create content that doesn’t stray too far from the topic at hand. If there is additional information that supports the answer, make a different blog post about it and link to it.
You really must focus on the user experience and look at content as a public service and not a way to make money right away. Which brings us to the next subject: advertisements.

 

Advertisements

 

Google is taking a hard stance on aggressive, misleading advertising that ruins the under experience. If your client has low-quality ads all over their site, they will be penalized, and this is your opportunity to get them big traffic gains by addressing this issue.

 

Mobile First

 

With mobile-first indexing, make sure you are paying attention to your mobile site having the same content and links as your desktop site. Google is looking to see the mobile and desktop sites are congruent.

 

What About Click Through Rates?

 

You may be wondering why we aren’t talking about click through rates in regard to this update. Again, Google is here to please the end user and give them the information that they want, but click rates are not the metric to be looking for. A bounce back to the google search page is more about the algorithm not providing the right search result than the content on your page. That being said, if your content answers the search query you want to rank for, then you will be rewarded if the user stays in your site and the bounce rate is lower.

 

Bottom line

 

Digital Agencies in Kansas City can take advantage of this update by encouraging their clients to focus on quality content, superior user experience, fair advertising, attention to technical SEO. Make sure you encourage your clients to improve 100% of their issues instead of focusing on just links or ads.

To achieve 100% improvement, make sure you are helping them to meet the Google user’s expectations, avoiding spammy ads and links, and using credible sources that answer questions along the buying journey. Never frustrate your user even if that means removing low-quality advertisements from the website.

Always ask: Is my client meeting their users’ expectations? Are we answering the right questions? If you answer yes to these questions when the next update comes, you’ll be ready.

Let’s talk about your business

Please let us know how we can help your business. You can shoot us an email, call us, or connect with us via Social Media.