How To Use Pay Per Click With The Canadian Market

How to Optimize PPC Marketing for the Canadian Market
By Jerry O Smith

Pay Per Click advertising, commonly known as PPC, is an incredibly effective method of getting your sales message in front of your target audience when done right. The thing to be aware of is the fact that Canadian companies may have use a few special tactics to reach their particular target audience since the Internet is in fact a global market. The good news is that these strategies are simple in both method and execution.

The essence of the PPC business model is as easy as ordering a double-double at Tim Horton's: you simply pay to have your ad displayed on a website or service. This guarantees that your advertisement will reach your audience unless of course you are targeting the wrong keywords.

Let's say for example that you're a Toronto based company that provides services and transportation for wedding receptions. If you simply target the term "wedding reception transportation" your ad may be reaching everyone from Mexico to Zimbabwe, an audience that has no value to you even if they are interested in wedding reception transportation. While many services such as Google and other search engines do a pretty good job of filtering content by location other websites and services don't so just play it safe and make sure your location is apart of your keyword such as "Toronto wedding reception transportation" for example. Also make sure that you're using geographical targeting if the PPC service you're working with offers it.

Another thing to keep in mind is the fact that some services, like Facebook, are popular worldwide while others are more popular specifically in Canada. Do you're best to ensure that any site or service your advertising with has a strong Canadian presence or you won't effectively reach your target audience.

For example, if you're trying to sell Kraft Dinner and have paid a popular macaroni website to display your ad you won't make a single loonie if it's a US-based site that only shows up in US search results on Google and other search engines. Once again the foreign audience probably won't understand Canadian slang anyway.

Pay Per Click isn't without its risks either. If you don't know what you're doing you can easily flush bucket loads of lorries down the garburator if you're not careful since you're paying a fee every time someone clicks one of your ads. If you have to, hire a Pay Per Click management service to handle things for you. Basically you provide the capital and they take care of everything else for you, it doesn't get much easier than that.

2012 is seeing major changes in PPC in Canada; learn what is changing and what you can do about it on our webpages.

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