Making Local Search Work

Few tips when structuring local campaigns:

1. Put ads on both regular paid search and mobile search networks,
2. Not only target keywords to cities, states and zip codes, but also specific neighborhood names, area codes, counties, airport codes and various metropolitan areas.
3. And don't forget including keywords with product/sku names, SKU's, governmental terms and industry/slang terms.

For more detail, check out this article on webpronews.com : http://www.webpronews.com/topnews/topnews/wpn-60-20061115PubConLocalandMobileSearchMarketing.html

j. Bruce

www.SalesDrivenMarketing.com

Media Agency's Future DNA

Great article below talking about the makeup of a future Media/Marketing company. Do you agree?

j. Bruce.
www.SalesDrivenMarketing.com
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RBC's Rohan: Search Marketers Should Embrace Newspaper, TV Ads
by Erik Sass, Tuesday, Nov 14, 2006 6:00 AM ET, MediaPost Publications

PALM SPRINGS, CALIF.--GOOGLE'S ENTRY INTO print ad and radio ad sales will pressure search marketers to also experiment with ads in traditional media. That's according to Jordan Rohan, managing director of RBC Capital Markets.

"The coordination of traditional and online is going to be one of the main themes in the coming year," Rohan said, speaking Monday at MediaPost's Search Insider Summit. "For marketers and service providers, this is the opportunity of a lifetime," he added.

In fact, Rohan predicted that search marketers--currently considered technical specialists--could become powerful players in media planning, if they could figure out how to implement search marketing principles in radio, print and other traditional media.

Rohan's basic advice: "Learn how to create, measure, plan and sell radio and television inventory, even better than the traditional agencies."

He said that search agencies that embrace old media advertising will be able to take advantage of new efficiencies made possible by Google. "There's a massive opportunity to sell advertising in a newspaper differently than it's done today. There are a lot of advertisers who would pay to insert ads in 500-1,000 newspapers if the process were easier." He added that among the main requirements was an electronic interface similar to that used to purchase search ads.
Google last week announced that it intended to start selling ads in 50 major newspapers by the end of the year.

The company also is readying a major push into radio ad sales. Rohan Monday forecast that Google will secure a big chunk of radio inventory, possibly from Clear Channel or CBS Radio, within the next 30 days. "They will pre-pay for radio inventory to the tune of $1 billion," Rohan predicted.

Rohan also predicted that Google would probably buy Web-based ad agency SpotRunner within the next six months, because "it fits so well with dMarc" and the general expansion into traditional media.

Does Paid Search Work?

Can paid search marketing work for small and mid-size businesses? I guess you have to define work? Here, I mean generate an ROI. If you spend $100 in paid search advertising, will you at least make $100?

The way I see the trend, the answer is no. When the average cost per click was closer to $0.10, you could. Now, however, with the average cost per click over $0.50, and depending on what industry you're in, over $1.00, it is very difficult to generate an ROI, especially when calculating not only media costs (money used to pay for each click), but also payment for a person's/company's time to manage the campaign, the ROI can be very difficult to achieve.

The above is my view. What is your view?

j. Bruce
www.SalesDrivenMarketing.com