Going Local With Your Pay Per Click Advertising

the Internet and search engine advertising is aPasadena
fantastic way to reach thousands, hundreds ofLa Canada
thousands or even millions of people with yourLa Crescenta
product or service. From your home town to theTujunga
far reaches of the world people could beAltadena
searching for what you do or sell and finding yourEagle Rock
website through Google, Yahoo or MSN. But if youMount Washington
have a local dental practice, landscaping service orHighland Park
real estate office you probably don’t need90041
to reach that many people or people so far away.91501
In fact, if you are using some form of pay per91502
click advertising such as Google Adwords or91504
Yahoo Search Marketing you could waste a high91011
percentage of your budget by advertising to91012
people who would be extremely unlikely to come(There will be many more zip codes.) We will also
in to your office or use your local service.add “CA” and
Examples of types of businesses who would need“California” to the cities in the list.
to localize their pay per click campaigns would be:Then we list the terms. Are partial list could as
Medical Imaging Centersfollows:
Dental PracticesComputer repair
Real Estate OfficesComputer virus removal
A Local Shoe StoreSpeed up your computer
Local Paving Company or Landscaping ServiceFix computer
Chimney SweepComputer technician
Piano TurnerComputer networking
All these types of businesses can do well withComputer network installation
Internet Pay Per Click advertising if they makeThen we merge these. Don’t forget the
sure to use geographical targetingquotes.
With Google and Yahoo Pay Per Click services“burbank computer repair”
you can take advantage of geographical targeting“computer repair Burbank”
in two distinct ways.“burbank ca computer repair”
One way is to simply put the names of the cities“computer repair Burbank ca”
or areas you serve as part of your search terms.“Burbank California computer
When you do this be sure to put these terms inrepair”
quotes. You’ll also want to make sure you“computer repair Burbank
or your search engine promotion company makesCalifornia”
a very complete list of the cities and areas youYou get the idea. The more complete the list the
serve including zip codes. When you limit the areamore visitors your site will get. And with such
you advertise in you also obviously limit yourtargeted traffic, if you have a decent website,
potential clicks. The good news is that you will beyou are sure to get a good conversion rate.
getting very targeted visitors. There is no downThe second way you can determine your
side to this as long as you use enough terms andgeographical area, also called geo-targeting, is to
location to make sure you get enough visitors toset up how many miles around your location you
make the advertising worth doing.want your ad to run. You can do this in Google by
Here is an example of how such a campaign couldlisting zip codes or cities or by drawing a circle on
be organized:a map. Both Google and Yahoo give pretty clear
We do promotion for a small computer repairinstructions on how to set up Geo-Targeting. If
service that wants to operate only in a limitedyou have a local business just make sure you
portion of the Los Angeles area. (This is only atake advantage of this feature. It will keep you
sample and is not a replication of the entirefrom wasting your advertising budget while
campaign.) First we list the areas.keeping you ad in front of your real potential
Burbankcustomers or clients.