Mike The Internet Guy’s Blog

This session had highs and lows. As usually Google didn’t really reveal any ground breaking information rather they showed the latest features in the Google Local product such as coupons and the ability to add logos and icons to local listings. Windows Live discussed the some of the new abilities Local Advertisers have in Windows Live Local Search. Particia Hursch discussed how to set up a PPC campaign using Adwords and gave some tips on how to use IP targeting and multi-point polygons for local targeting. Brad Geddes discussed some the expectations of local advetisters and how to appease the two types of local search. Greg Sterling as again a fantastic moderator

Patricia Hursh, Smart Search Marketing
- discussed setting up a locally targeted PPC campaign using Google Adwords
- local searchers may not be local when searching for ‘local’ businesses (ie someone about to relocate)
- use IP targeting as well as multi-point polygons
- also helful to run national campaign with geo targeted KW appended to normal KW to make sure you get local searchers and out of territory local searchers(relocaters or tourists etc)

Roberto Figueroa, Windows Live Local Search
- Windows Live wants to turn reach into relationships
- they want to integrate search, display ads, click to call, and community under one roof
- showed the new ‘click to call’ feature on ads which is actually free including long distance for both parties

Dominic Preuss, Google Inc
-70% of households now use the internet as primary resource for household info(ie local search)
-local business ads can now add icons and logos to ads on Google maps
-cityname in searches overrides IP targeting (useful hint)
-still testing PPCall with a few advertisers.
-personal data(ie if you are logged into GMAIL) can be used in algorithm for local targeting of ads

Brad Geddes, Local Launch
- typical local PPC campaign currently has 25-35 keywords and one ad. Clicks are more important than conversions. Advertisers are used to buying guaranteed clicks.
-most local advertisers marketing time consists of 2 conversations per year with Yellow Page salesman

-The Agency Challenge is to expand KW list, create multiple ads per advertiser, create a simple solution for small businesses, and to make small businesses believe in SEM
-two types of local searchers(locals and non-locals(relocating or tourists etc)
-advertisers need to use their knowledge about the searcher and respond accordingly.
-for non-locals the ads and landing pages need to reassure vistors they are in the right place. Using a geo-targeted headline is not enough.
-for local searchers use the unique selling proposition that you are local! Also use regional lingo like “Twin Cities” or “Mile High City” in creatives

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