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Local Business Advertising & Google Adwords by: Tom O Brien "I don't need the Internet to advertise - I'm a local business!" Okay... If you could spend £0.04 (or $0.05 in the US) and have a new customer - what would you do with your local business advertising budget? I hope you would spend that money again and again! Granted this is the ideal example and you are likely to pay much more then £0.04 per customer you acquire, BUT - herein lies the rub for local businesses: An internet presence announces your business to the world. When you are online, you have little control about where traffic is coming to you from (if you are not actively driving traffic that is), but what if you could make sure that people who lived in your area, who buy your goods and would make ideal customers could be targeted! Google Adwords can help you target local people, not people from New Zealand if you live in the UK - but people close to you. Pinpoint geographic targeting of prospects is an optimum use of your local business advertising budget. Is it 100% foolproof? Alas no, but it's a good start. How do I do it? Well the easiest way to do this is as follows: Create a national campaign with your search terms and your location terms - eg: If you're a plumber in Poole then "plumber poole" would be a good keyword. Create a geo-targeted campaign (this can be done in a couple of ways - I'll leave the nitty gritty details out for now) which means your ads are served to local people when they search for your keywords. So in the plumber example if a local person types in "plumber" and doesn't mention anything else, your advert will be shown. So goes the theory anyway. Does it work all the time? Like I said - Not always very well. This is because Google uses IP addresses to determine location and this method is somewhat of a cleaver when a scalpel is required. It all depends how diligent ISP's are when allocating IP addresses to their customers, the only way you can know is through empirical means. What if the regional targeting is producing no results? If this is the case then a national campaign with location terms included (as mentioned above) is your best bet. If you were to run a national campaign on the same keywords without the location terms, you will be competing with other players who have a national presence for your particular product/service which could prove very expensive. Your local business advertising budget spend should at the very least give Adwords and PPC advertising in general a tryout. Remember there are an infinite number of keywords in any target market. Just because the big boys may have a stranglehold on the 'obvious' terms does not mean your market is saturated. About the Author: Tom O'Brien is a certified Google Adwords Professional and helps businesses maximise advertising ROI. For further tips on using Adwords effectively, visit: http://www.pdqprospects.com/services/GoogleAdwords CampaignManagement.html

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01/05/2009 07:12 PM

Deseret News ends Sunday business section (The Salt Lake Tribune)

The Deseret News has pulled the plug on its Sunday business pages, blaming a steep drop in advertising revenue. The decision to end publication was announced by Greg Kratz, business editor of the News until last year when he was transferred to the newspaper's city desk.

01/05/2009 07:46 PM

2009 Business Expo (Harrison Daily Times)

Businesses can cash in with new customers at the annual Harrison Daily Times Business Expo set for Friday and Saturday, March 13-14. Booth spaces have continued to sell out each year and participants leave with the satisfaction of advertising dollars being well spent.

01/05/2009 07:01 PM

Augusta businesses say they've been scammed by man claiming to sell advertising (NBC 26 Augusta)

Dozens of business owners say they've been taken for hundreds of dollars.

01/05/2009 09:00 PM

Research and Markets: New Agency Model Brings New Growth to Internet Advertising in China (Business Wire via Yahoo! Finance)

DUBLIN, Ireland----Research and Markets has announced the addition of the "Internet Advertising in China: New Agency Model Brings New Growth" report to their offering.

01/05/2009 10:59 PM

HL:The Canadian Press Business News Budget for Monday, Jan. 5, 2009@ (INO News)

BUSINESS EDITORS:@ Here are Canadian Press Business budget lines as of 10 p.m. ET. Plans may change as circumstances warrant. To contact Canadian Press Business by e-mail, send messages to business(at)thecanadianpress.com.

01/05/2009 09:20 PM

Business (The West Australian)

The cash-strapped New York Times on Monday for the first time opened its editorial holy of holies, the front page, to advertising.

01/05/2009 06:31 PM

The Canadian Press Business News Budget, Monday, Jan. 5, 2008@ (INO News)

BUSINESS EDITORS:@ Here are Canadian Press Business budget lines as of 6:30 p.m. ET. Plans may change as circumstances warrant. Queries should be addressed to business editor John Valorzi at 416-507-2146 or David Paddon at 416-507-2149 or Craig Wong at 613-231-8631.

01/05/2009 04:18 PM

HL:Business staffing plans for Monday, Jan. 5, 2009@ (INO News)

BUSINESS EDITORS:@ Here are Canadian Press Business staffing plans as of 4 p.m. ET. Plans may change as circumstances warrant. Queries should be addressed to business editor John Valorzi at 416-507-2146 or David Paddon at 416-507-2149 or Craig Wong at 613-231-8631.

01/05/2009 03:30 PM

The Canadian Press Business News Budget, Monday, Jan. 5, 2008@ (INO News)

BUSINESS EDITORS:@ Here are Canadian Press Business budget lines as of 3 p.m. ET. Plans may change as circumstances warrant. Queries should be addressed to business editor John Valorzi at 416-507-2146 or David Paddon at 416-507-2149 or Craig Wong at 613-231-8631.

01/04/2009 09:02 AM

Is Email Advertisements A Business? (PIZZAHEROS)

One method that many people use to advertise their wellness industry products is through email advertisements. This is a highly effective form of advertising that can bring in substantial profits for your business. The key is to effectively use the email advertisement campaign.