| According to the Kelsey group, 60 percent of all | | | | Yellow Page listings, creating more awareness of |
| internet searches are local. Some estimates run | | | | online marketing. But they're not selling Google ads |
| as high as 75 percent. But even if it were only 20 | | | | on Yahoo. |
| percent, that's still a lot of searches. Tens of | | | | Companies like Google are so busy dealing with |
| millions a day, at least. | | | | existing opportunities, putting reps on the street |
| Whatever the number is, local search is | | | | to sell PPC to local businesses is a long way off at |
| undoubtedly the most untapped opportunity in | | | | best. (There are rumors of partnerships with |
| PPC management. You want to sell weight loss | | | | Yellow Pages companies though.) |
| plans, MP3 downloads, high definition TVs, or | | | | In categories where mail order is impossible and |
| mortgages nationwide on Google? You can do it, | | | | you have to get it locally, the clicks are cheap. For |
| but you'd better strap on your gladiator helmet | | | | example, rin Chicago, there are only six ads |
| and prepare for a fight. But if you're an | | | | showing for the keyword "Brake Shop" and one |
| accountant, plumber, painter, repair shop, or | | | | of them is eBay. Nickel clicks, anyone? |
| podiatrist, it's an easy victory. In most local | | | | Web savvy local advertisers are very rare, and |
| markets, your internet competitors have no idea | | | | this is not going to change any time soon. Running |
| what they're doing. | | | | a retail store and running an online store are two |
| This is also a great place to consult, setting up | | | | entirely different things. So for local yokels, "In |
| campaigns for neighboring businesses, because it's | | | | the land of the blind, the man with one eye gets |
| so underserved. Think about it: | | | | to be king." |
| Hundreds of local businesses in your city spend | | | | If you can accept the fact that many keywords |
| upwards of $1,000 a month just on Yellow Pages | | | | will only produce a few local clicks a month, the |
| ads, so these people are already spending money! | | | | return on investment (ROI) on what you do get |
| The Yellow Pages reps are also selling Internet | | | | is extraordinary. |