Something happened in December that should have gotten headlines in every small business paper, magazine and website in the world. Interestingly, instead, unless you‘ve read the Google blog or done a search on “local targeting” you’re probably unaware of what happened.
What happened is that Google added Google Maps functionality to its Adwords program.
Got a decent website for your electrical supply company in Seattle and don’t want to waste money paying for clicks from outside of Washington State? Simply select the Locations feature in the Target Audience options in your Adword campaign settings, select Washington state on the map and you’re done.
Ooops, discovered you need to add Portland because you’re getting lots of sales from there? Just go back in, select Portland and add it to your target.
Your own targeting criteria will be as unique as your business, but the results are the same: less overall cost for your Adwords program, much more qualified traffic to your site, and much higher ROI.
With only a tiny percentage of businesses taking advantage of these opportunities there is no good reason for you not to dive right in.
Worried that it’s too complicated? Well, it is a bit intimidating at first, but with an investment of a couple hours of keyword/competitive research and hour to set up your Google Adwords account you’ll be rocking.
Wednesday, March 19, 2008
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