Managing My Local Pay Per Click
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.
The Kelsey group reports that of the millions of internet searches 60 percent are local. Others estimate that it is as many as 75 percent, but even if the percentage was only 20 that is still a whole boatload of searches targeted at locals.
Whatever the number is, local search is undoubtedly the most untapped opportunity in PPC management.
Are you selling weight management programs, audio downloads, flat screen TV, or home loans nationally on Google? It is possible to do but it will be an uphill fight all the way so be prepared.
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.
Consulting in this area is a great idea. You can put together campaigns for businesses around you. The need is under filled. Consider this:
Most businesses in your area of the city shell out as much as $1,000 per month simply on Yellow Pages ads. The money is being spent.
The representatives for Yellow Pages also sell Internet Yellow Pages listings, this helps make businesses more aware of internet marketing. However these reps are not selling Google or Yahoo ads.
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.)
If you are dealing with a category where mail-order in not possible and the items must be gotten locally, then the clicks are cheap. Check this out. If you search for ‘brake shop’ in Chicago only 6 ads will come up, and one is for E-bay. Do I hear a bid for nickel clicks?
Local advertisers that are knowledgeable about the web are quite rare. That most likely won’t be changing soon either. There is a big difference between running an online store and a retail store. The saying “In the land of the blind, the man with one eye gets to be king”, is only too true.
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.
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