Location, Location, Location — and Simplicity

Michael Carney — Sat, 17 Oct 2009 22:19:39 +0000

There’s been a lot of talk in recent years about The Local Web — and the theoretical opportunity to make money out of online advertising servicing the needs of local businesses. Of course, there is the minor problem that there isn’t necessarily enough potential revenue to support the cost of selling and servicing localised online advertising, except in the largest towns and cities …

Enter Google with its newest offering, Local Listing Ads, currently on beta-test in San Francisco and San Diego. It’s a really significant marketing development, especially for small businesses and local retailers.

What’s Unique About “Local Listing Ads”?

They’re flat rate, unlike most other Google ad offerings. Greg Sterling of Search Engine Land reports that “The ads are priced on a flat-fee basis (but prices vary by market and category). Google would not disclose the range, but I believe they begin at $20 per month and may go up to $200 or more dollars. But they’re experimenting with pricing. The first month is free”.
This is a massive departure from Google — a whole new online marketing idea that removes the largest barrier for small business! The “science” required to master Google AdWords has been a game-killer for many entrepreneurs and business owners. In the real world — especially in tough economic times — who has the luxury of spending hours trawling through keywords and trying to make sense of the AdWords processes?
Pricing Courtesy You. PPC Blog picks up on an AdAge report that the Local Listing Ads fee is “set by Google and based on the average that similar businesses are paying for a given keyword in that market”. In other words, notes PPC, “Google is using your keywords and your bid prices to automate setting up accounts for competing businesses”.
They’re Self-Service. No need to invest in a hyperlocal sales force. The customer does all the work. But, actually, not much effort is required. Can you cope with typing up your name, address and credit card details?
No creative required. The Local Listing Ads will not carry any creative, just business name and contact details — and a web address. No need to worry about all that tiresome testing stuff.
Heck, no website required either. The URL in the ad can be directed to Google Place Pages. A Place Page is a webpage for every place in the world, organizing all the relevant information about it. By every place, Google really mean *every* place — there are Place Pages for businesses, points of interest, transit stations, neighborhoods, landmarks and cities all over the world.
The traffic numbers look really, really good. Over 80% of people already look to Google for local information, according to the search giant’s stats. It’s a compelling story for local businesses (and a substantial competitive advantage over other local online advertising resources).
They’re a whole new revenue stream for Google. These are new ad units that will appear both on Google.com in local results and in Google Maps. They’ll be in addition to, not in place of, AdWords. Check out the examples below.

As noted, Local Listing Ads are currently only available in San Diego and San Francisco. But expect them to roll out everywhere, sooner rather than later. If you’re a small business operator, this is a must-have addition to your marketing arsenal!

We cover Local Listing Ads (the implications, the opportunities and the competitive threat) in detail in the upcoming (November) issue of Marketing Rag — check out the story Google: Yellow Peril? [If you're not already receiving Michael Carney's Marketing Rag, subscribe here].

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Local is It

Michael Carney — Thu, 05 Jun 2008 00:36:59 +0000

Local Searchers, people who seek products, services and information online for specific locations, are proving to be a big boon for shoppers and — potentially — for marketers. A large US study from comScore Networks commissioned byTMP Directional Marketing reveals the following facts concerning consumerbehaviour and attitudes while searching:

· 82% of Local Searchers follow up offline via an in-store visit, phone call, or purchase, emphasizing the importance for marketers to integrate their on- and offline information. Of these, 61% made purchases.

· 33% of all consumers still consider print yellow pages as their primary source of local business info, and 90% feel it’s valuable because it gives more information such as accurate phone numbers.

· Internet Yellow Page and local searchers are savvy and fairly affluent.

· 90% of the 3000 online panelists still find print yellow pages a “valuable” resource.

“Offline local search, White Pages and Yellow Pages directory advertising is a $15 billion market and fairly static,” said Stuart McKelvey, CEO of TMPDM. “Online local search is a $1 billion market and growing. The fact that two thirds of our online panel use online search as their primary source of local business information suggests that advertisers should consider the allocation of offline vs. online local search investments.”

What does that tell us? “The consumer is there and ahead of the advertisers,” McKelvey added.

· 60% of searchers online looking for local businesses think that the top results are most relevant. 25% don’t want to have to scroll down.

· Traditional advertising triggers branded online searches. Between 60-90% searches for heavily advertised categories such as pizza, insurance, banks and financial institutions were branded;

· 30-50% of keyword searches were general in nature for low branded categories including Auto Service and Home Services.

If you’re going to take note of this localizing trend and target Local Searchers, a few words of advice:

1. Name those locations.
If you have multiple locations, make sure that local address details are included on your website and in any online listings.

2. Include relevant local content.
Locals searching for mufflers in Birmingham, AL. will quickly decide they need to include the words “mufflers” and “Birmingham, Alabama” in their search queries, if they’re going to get meaningful results.

3. Get local links.
Get yourself listed on location-specific websites such as those operated by local councils, chambers of commerce and the like. You’ll find such listings are sometimes free. Good price.

4. Track your results.
If you’re going to put in the effort, make sure Local Search is worthwhile – always track the sources of your leads.

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Location, Location, Location — and Simplicity

Local is It