As a small business, do you engage in search engine marketing services and how much budget do you set aside for Google Adwords?

Are you getting the necessary Return On Investment (ROI)?

Well, just a few days ago, I had a problem with the lock of my house front gate and without any existing contact of a locksmith, I googled “locksmith” to try to get some help.

The first Google ad that appeared is the following:

So I contacted them, and they were quite professional finding out the problem I was facing, provided a quote and then dispatched a locksmith within quite a short period of time. At the end of the whole thing, they even followed up with an email trying to get my feedback of the whole service experience.

I then got curious what might be the company’s ROI for doing such PPC ads. Well, using Kwfinder keyword research tool, I get this:

The Average Cost Per Click (CPC) is not excessively expensive if you convert well whenever there is a click through with a service request call. There are probably two touch points, one when the prospect clicks on to your web page, especially the landing page and decides whether to explore further or not while the second is the actual experience from the call itself.

What also caught my attention is the Keyword SEO Difficulty KD. It seems fairly okay to try to rank for the keyword “locksmith” even though it is a short-tailed keyword. I would probably still have a SEO strategy whereby I try to rank for various low competition keywords which are long-tailed so that I have a number of keywords with page 1 ranking.

I will let SEO execution run in parallel with investment in Google Adwords but I hope in the longer term, organic traffic will also contribute well to the lead generation of my business.

Incidentally, the company I cited above also provides other services like plumbing and electrical works. For them, email marketing will definitely also benefit them.

So you see the power of digital marketing services and if used appropriately will help grow a company’s top line and bottom line.