"I don't need the Internet to advertise - I'm a
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
I hope you would spend that money again and
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
An internet presence announces your business to
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
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
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
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
What if the regional targeting is producing no
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
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
Just because the big boys may have a
stranglehold on the 'obvious' terms does not
mean your market is saturated.