Local Business Advertising & Google Adwords

“I don’t need the Internet


advertise – I’m a local business!”


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 budget?

I hope you would spend that money again and again!

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 local businesses:

An internet presence announces your business

to the world.

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 targeted!

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 advertising budget.

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 follows:

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 means.

What if the regional targeting is producing no results?

If this is the case then a national campaign with

location terms included (as mentioned above) is your best


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 expensive.

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 target market.

Just because the big boys may have a stranglehold on the

‘obvious’ terms does not mean your market is saturated.

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