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Many of the searches on Google are local searches. For a small portion of the expense of other advertising media, you can advertise for local customers with Google. There are times that this method will reach more customers than Yellow Page ads; you can trace your Google ads more easily and it is much more cost effective than mailers and fliers.
According to the Kelsey group, 60 percent of all internet searches are local. Some estimates run as high as 75 percent. But even if it were only 20 percent, that’s still a lot of searches. Tens of millions a day, at least.
No matter the percentage, local search is without a doubt the unexploited possibility in pay-per-click management.
You want to sell weight loss plans, MP3 downloads, high definition TVs, or mortgages nationwide on Google? You can do it, but you’d better strap on your gladiator helmet and prepare for a fight.
Yet if you are a chiropractor, automotive shop, carpet layer or landscaper, you are prime to be victorious. Your competition is more than likely uneducated in internet marketing strategy.
This is a prime place for you to consult, with your neighbor businesses; setting up campaigns for them. Look at this: .
Some businesses are paying out a thousand dollars a month for Yellow Pages ads. They are already spending the money.
The Yellow Pages reps are also selling Internet Yellow Page listings, creating more awareness of online marketing. But they’re not selling Google ads on Yahoo.
Companies like Google are so busy dealing with existing opportunities, putting reps on the street to sell PPC to local businesses is a long way off at best. (There are rumors of partnerships with Yellow Pages companies though.)
On topics where mail order is not an option, and it has to be obtained locally, clicks are cheap. As an example in Chicago there are just 6 ads that come up for the keyword ‘brake shop’ and E-bay is one of them. Did someone say nickel clicks?
Web savvy local advertisers are very rare, and this is not going to change any time soon. Running a retail store and running an online store are two entirely different things. So for local yokels, “In the land of the blind, the man with one eye gets to be king.”
If you can embrace the certainty that a good portion of your keyword will only get a few local clicks per month, then the ROI (return on investment) on the clicks you do get is exceptional.
Tags: Business
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