Recently, I’ve been encountering more questions from clients that are interested in digital marketing about the differences in advertising directly on Google vs. Angie’s List, Yellow Pages (YP.com), Dex, Home Advisor, Thumbtack, Yelp, etc. for their local business advertising or franchise efforts.As with anything, it’s important to understand the context of this question. To do that you must understand the difference between the Internet and Digital Niche Aggregator Publications and how they relate to the world of local business advertising….Read the entire post at: AMA Executive Circle
…Excerpt – “If you are involved in a business, you may have heard of the term Search Engine Marketing (SEM). A form of internet marketing, SEM increases the visibility of a website or webpage in search engine results through optimization and advertising…The exposure that you receive from a PPC ad can indicate trustworthiness to consumers. Google’s research blog shows that even if you rank #1 in Organic SERPs, having a PPC ad on that page as well improves traffic by 50%. If you rank #5 or lower in Organic SERPs, PPC exposure can boost your traffic by 96%.
Having a double listing within the SERPs reinforces your brand in front of searchers; it gives your brand the opportunity to take up more “digital shelf space.”
See the full article at: 451 Marketing and Google Research Blog