Managing My Local Pay Per Click | Internet Marketing

By KirtChristensen
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A giant fraction of Google searches are local. Advertise your business locally and you'll get traffic and customers for a fraction of the cost of other media. This may sometimes reach more people than Yellow Pages ads; it's more traceable than billboards, and it costs you less than mailings 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.

However the numbers work out, local search is doubtlessly the best underused option for managing your PPC.

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.

But if you're an accountant, plumber, painter, repair shop, or podiatrist, it's an easy victory. In most local markets, your internet competitors have no idea what they're doing.

This is a prime place for you to consult, with your neighbor businesses; setting up campaigns for them. Look at 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.

Yellow Pages sales persons help make people more aware of the online opportunities when they sell Internet Yellow Page listings. But that is Google or Yahoo ads.

Google and their ilk are so occupied with handling extant possibilities that the actuality of reps selling ppc on the streets is a distant prospect. (Though there are hints of a venture with Yellow Pages.)

In categories where mail order is impossible and you have to get it locally, the clicks are cheap. For example, rin Chicago, there are only six ads showing for the keyword "Brake Shop" and one of them is eBay. Nickel clicks, anyone?

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 the fact that many keywords will produce only a few clicks a month doesn't bother you, then the ROI (return on investment) for the clicks you get is phenomenal.

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