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A great number of searches on Google are local. For a small price, compared to other media, you can get traffic and customers by using local ppc advertising for your business. It costs less than mailings and fliers; is more trackable than billboards and will at times contact more people than an ad in the Yellow Pages.

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.

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.

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.

Consulting in this area is a great idea. You can put together campaigns for businesses around you. The need is under filled. Consider this:

Hundreds of local businesses in your city spend upwards of $1,000 a month just on Yellow Pages ads, so these people are already spending money!

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.

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 who are “knowing” about internet marketing are not thick on the ground. That is not likely to be changing soon. The difference between online commerce, and retail sales, is a great gulf. You have hear “In the land of the blind, the man with one eye gets to be king”, that surely applies here.

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.

Tags: Business

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