Local Search is a Precision Instrument
 by: John Brock


Unlike other forms of online advertising, local search is a precision instrument. Local search campaigns are not to be managed the same as CPM based or national pay-per-click campaigns.

Local search campaigns need to be managed in much the same way as a local newspaper or cable television campaign would be. It is very important to develop a local search campaign that is specifically orchestrated for the local area market. Too often I see local search campaigns that are nothing more than carbon copies of the advertisers’ pay per click campaign. This type of online advertising management will render a local search initiative useless.

There are 3 major components to an effective local search campaign. They are:

• Keywords
• Keyword Ad Copy (AKA listing)
• Destination Page

The Copy

When developing a local search campaign, it is very important to write the keyword ad for the local audience. Putting in generic “catch” all copy will be less effective. Because search campaigns go live so quickly now you should consider adding local flavor to your copy by mentioning a local event or occurrence. If you are selling car tires, you may want to mention a recent accident that occurred in the area as a result of the weather or defective tires. This will drive home the need for the product, because it actually reaches closer to home and the heart.

If you are selling printing services you can mention an area advertisement that you worked on or another advertisement such as a bill board that is cool. This will automatically invite the seriously interested to go look and become more involved in the buying process and thus closer to your products and services.

The Keywords

The keywords and phrases that are used in a local search campaign should always directly reflect your products or services just as a national or global PPC campaign keyword set would. However, whenever possible you should give the keyword phrases a local spin. If you are selling tires in Florida, you would use keyword phrases such as “Florida weather tires”, “Florida tires”, and “Florida rated tiers”, in addition to standard keyword phrases such as “all weather tires” etc. You will be surprised what local searchers will type in to find local products and services. You will get good hits off of these seemingly odd locally focused keywords.

The Destination Page

The destination page is critically important to help carry the lead on and closer to making a buy or taking another action that you desire. The destination page should be a continuation of the local ad copy, in both text and graphical form. It should lead the prospect down a path that you control. Referring back to the tires example above, a good destination page for ad copy that mentioned a recent local accident or incident would have weather related graphics and local images and text on it, with your products as the solution. The destination should be sincere, yet serious and tell the prospect that your tires will help avoid area accidents and why, while being careful to adhere to manufacturer recommendations and claims.

The nuts and bolts are that everything about a local search campaign must be local so that you can maximize its effectiveness. Always remember that the keyword ad may actually be viewed by your next store neighbor. What would make him buy your product?

About The Author
John Brock is the Chief Editor for http://payperclickanalyst.com and the http://omanalyst.com network, which focuses on providing educational content and commentary surround the world of online marketing, that will help small to medium sized businesses reach online success.