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TAKE NOTICE
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Also ask how much for updates, maintenance and Pay Per Click
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Paul Thordsen, Publisher
Toll Free 1-888-275-9840
P.O. Box 16084
Houston, Texas 77222
Click Here To Find Out Why You Should Become a
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Read - Think +
Act
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local search
Google Local
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local search engine optimization
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What Is Local Pay Per Click
Before you spend your money read this first. Free Local Search
Local search was one of the most written about search engine developments in
2004. Yahoo and Google both launched pay per click local search advertising
programs in 2004 and Yellow Pages websites began announcing advertising
programs inspired by the success (and threat) of PPC. Yahoo and Google both
began developing local search interfaces designed to persuade users to carry
out more local searches and provide them with more relevant results.
Beyond the press releases, beta tests and speculation, what pay per click
local search advertising options are available today?
Yahoo’s Local Match
Minimum CPC: $0.10
Minimum deposit: $20
Signup fee: None for self service, $99 for Yahoo’s “Fast
Track” service.
Minimum monthly spend: none
Auto bid management: free
Distribution: Currently shown on Yahoo, Alta Vista, AllTheWeb, InfoSpace,
Citysearch and “other popular websites” for searches that include
US locations.
Information shown: results link to a “Locator Page” including
business contact details, business description, location map, driving
directions and website link (if appropriate).
Pay per call: Is now available
Geo- targeting: Based on the location included in the search – e.g. a
search for “Pasadena real estate” triggers Local Match results
for companies bidding on “real estate” that have specified they
serve the Pasadena area.
Keyword system: advertisers specify a list of keywords describing their
services or products and then select the area(s) they serve using a
map. Yahoo's system shows their ads when searches are carried out that
contain their keywords and locations that are within the area(s) specified.
Yahoo Launches its Local Search Solution, Local Match”).
Notes: Bidding in Local Match is separate to Yahoo’s standard pay per
click program Precision Match. There is no minimum monthly spend, unlike
Precision Match.
Verdict: This is the first local search advertising program to trial for your
website. Yahoo! and the other partner sites have good quality traffic and
Yahoo’s system of matching adverts to the locations explicitly
specified by searchers reduces the possibility of adverts being inaccurately
served.
The program is open to businesses without a website – which is
important for attracting smaller businesses as advertisers.
Improvements: Yahoo! and the other distribution partners will need to
persuade more searchers to specify locations in their searches in order to
increase the volume and diversity of local search inventory available to
advertisers; this can be done by prompting searchers on-screen to enter a
location or zip code, or by serving results based on the location specified
in their Yahoo! profile.
Further information: Yahoo.com
Google AdWords (Local targeting)
Minimum CPC: $0.04
Minimum deposit: None
Signup fee: $5 to open account, self service.
Minimum monthly spend: none
Auto bid management: free
Distribution: Currently shown in main Google SERPs and on Google Local.
Information shown: Standard AdWords text and link to the advertiser’s
website.
Pay per call: none available
Geo- targeting: Based on the IP address of the searcher within Google’s
main results; based on the keywords and location in the search query on
Google Local (e.g. for Lawyers New York).
Keyword system: advertisers specify a list of keywords describing their
services or products and then enter the locations they serve. Ads are
displayed with the location written underneath them. These locations include
the 210 DMAs in the US, individual cities and within a radius of the location
of their business.
Notes: Bids are in the same auction as standard AdWords results.
Verdict: Google’s ad targeting uses the IP address of the searcher (for
the main Google results) and this is the weakness in the system. IP addresses
are not always an accurate indication of the location of the searcher because
of the way ISPs assign and reassign them over time.
This means ads may be shown to some searchers outside of the intended area
and not shown to all within it. Google is working to improve this with ISPs
– but how much data they will share with Google, and how useful it will
be, is to be seen.
The other problem with Google’s use of IPs occurs when searchers look
for a business outside of the area the searcher’s IP suggests they are
in. So if you are at work and search for a restaurant near, say, your
parent’s house in another city, you won’t get local AdWords
results in the standard Google SERPs (but you will in Google Local results).
They may see links to Google Local results however at the top of the
SERPs.
So advertisers need to run both normal AdWords campaigns with keywords that
include locations and locally-targeted AdWords campaigns. Advertisers must
have a website to use AdWords unlike Yahoo’s Local Match program, which
offers locator pages with business details to all advertisers.
Google’s local advertising is definitely worth trialling – but
you need to be aware that your ads might not be shown to every searcher
within the area you target and you still need to run standard AdWords
campaigns.
Improvements: Google will need to ensure adverts are served to the right
searchers and win advertiser trust in their targeting technology.
Further information: Adwords.google
SuperPages.com
Minimum CPC: $0.20
Minimum deposit: unclear from site
Signup: Self service or paid service. Prices not on site.
Minimum monthly spend: $15
Auto bid management: free
Distribution: SuperPages.com - 20% of the IYP market (comScore's January
2003)
Information shown: Ad text, website link, link to a business profile page
hosted by SuperPages.com, email address and a map.
Pay per call: advertisers can add an optional “Free to talk” link
to their listings. Searchers click this and enter their phone number in the
box provided and receive a call from the advertiser. Alternatively they can
talk via their computer. Powered by eStara.
Geo-targeting: Based on the location entered by the searcher.
Keyword system: Advertisers bid on the category their business fits into
(e.g. Attorneys > Family Law > Divorce). When searches are carried out
a list of matching categories is displayed for the searcher to select
from.
Notes: SuperPages.com’s PPC advertising is powered by technology
supplied by FindWhat.com, which SuperPages.com have add their technology and
expertise to.
Verdict: SuperPages.com’s PPC offering is well-designed; the site is a
well established destination for local searches and worth trialling as a
source of traffic.
Improvements: clearer pricing information before signup and more search
inventory.
MSN
Currently powered by Yahoo. Some local searches include links to local
results –
AOL
AOL has recently improved it’s search interface. However the local
searches I have tried bring up the standard AOL results page made up of
Google AdWords and then natural Google results. AOL partnered with FAST in
January to offer an improved local search solution –the ads will
probably still be from AdWords.. AOL have a IYP search page at
http://yp.aol.com too, which features standard IYP listings. I expect
to see further changes at AOL search.
Switchboard.com
SwitchBoard offers it’s own “LocalClicks Links” PPC
advertising – this is, confusingly, aimed at national advertisers or
online-only businesses. “LocalClicks Links” is described on their
site as enabling “national retailers and service organizations to
acquire new customers and differentiate their business at the local
level”. Effectively this adds a live link to your website to an
existing Yellow Pages listing.
They also offer “Category-Targeted LocalClicks” which is
described as providing “national and regional advertisers who do not
have brick-and-mortar locations with a powerful tool to promote their
business”.
Contextual ads from Google are served on the right of pages at Switchboard
based on the content of the page.
Conclusion
These are the PPC local search advertising options
available in the US at the time of writing. No doubt there will be
improvements to these programs and new solutions launched by other IYPs; the
bottom line will remain that the quality of traffic they can provide will
justify any spend with them.
by Duncan Parry
Whatever you need to promote your Internet presence, We can
help. We can assist you to take your web site to the next level by providing
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