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4. Be relevant
The major search engines and a few top local search sites have started to use "quality scores" coupled with your keyword/category bid price to determine where and how often your ad will be displayed. This is an area where one size does not fit all. Make sure you cater your campaigns to the specific keyword or category you are targeting. Your creative/ad messaging and the landing page for consumers -- directed typically through a link -- must be relevant to the keyword and/or category topic.
The below example is a business listing that appears on the popular local search site YellowPages.com. This listing is at the top of results when a search is conducted for "auto insurance, Atlanta GA." Note: this listing uses copy such as "Serving Your Area," as well as mentions "Atlanta" with a local phone number in the listing creative.
If the consumer decides to click from this business listing to the actual GEICO site, the consumer is taken to a local agent landing page, such as the one shown below for Atlanta, GA:
5. Cast a wider net
Capture the most local market sales/leads through paid keyword advertising on top national/global sites such as Google and Yahoo! Also target local market city and regional websites, such as Boston.com or Kudzu.com (Atlanta).
The below example shows the homepage of the popular Atlanta-based local services site Kudzu.com:
6. Target consumers who are ready to buy
Consider advertising in local online Yellow Pages sites such as YellowPages.com and SuperPages.com with an offer and/or coupon. Consumers who use these sites typically have a higher propensity to purchase. By advertising on these sites, businesses generally purchase priority positioning above the free listings and are provided with the ability to add additional information to listings. This helps you stand out from your competition.
The below example is a business listing that appears on the popular internet Yellow Pages site SuperPages.com. The offer: free pest or termite inspection just for calling.
7. Get local links
When you join your local Chamber of Commerce you usually get a link on its directory. This is true for big cities like Greater New York City Chamber of Commerce. In addition to getting a link, this helps establish your link neighborhood and your relevancy for that geographic area.
The below example shows several business listings found on the New York Chamber of Commerce site under the business category "Storage."
Next: Accuracy in print White & Yellow Pages
