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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 says that as many as sixty percent of internet searches are local. There are estimates that say it is as much as seventy-five percent. If the number was only twenty percent, that would still represent a whole lot of searches. There are millions of searches daily.

No matter the percentage, local search is without a doubt the unexploited possibility in pay-per-click management.

So you are looking to sell dieting plans, downloadable MP3s, HDTVs, or home refinancing on Google in the national market? It can be done, but you better get ready for a battle.

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 also a great place to consult, setting up campaigns for neighboring businesses, because it's so undeserved. Think about it:

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!

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.)

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?

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.

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