1	Local Marketing with PPC Brad Geddes Brad@LocalLaunch.com
2	Pre 2003 Geo Search Results
3	Google Geo Search Results Today
4	AdWords Geo Targeting
5	Overture Local Listings
6	Yahoo Local Search Listing - No website required.
7	SME Profile 60% SMEs conduct 75% of their business from customers within a 50-mile radius. Average business size under 9 employees. 90% of conversions occur offline. Difficult to track conversions Difficult to measure success
8	Measuring ROI for Local Businesses Macy's founder John Wanamaker once said this about weighing the bang of advertising bucks: "Fifty percent of the money is wasted. The trouble is, I don't know which 50 percent." eCommerce is easy to measure. Someone walking in off the street is not. Phone Tracking Using web based forms to measure contacts Customer Surveys All solutions associative costs.
9	Local Advertising Budgets Small Businesses spend $5000 a year on marketing. 46% is allocated to traditional yellow page marketing. (source: The Kelsey Group) $208 per month remaining for Internet advertising. Comparison: Google charges $199/month for Urchin.
10	Local Business Power Over 20 million small businesses in United States SMEs spend $22 Billion on local advertising annually. 3-5% of local businesses utilize paid search. Local internet marketing expected to exceed $5 billion by 2009. (source: The Kelsey Group) Only 25% of total budgets available allocated to PPC by 2009. Sources indicate web is lower cost per conversion than YPs. Why not more adoption?
11	National Search shows Geo Targeted Results
12	Vs Local Search
13	Local Advertisers not given Local Treatment
14	Yahoo Local showing National Ads
15	Why Would Local Businesses Choose PPC? Google AdWords – Need sophistication to understand the system. Yahoo – Need local match & precision match accounts. Kanoodle – No channel targeting. Superpages – Minimum monthly spends. Within PPC, there is no hierarchy system of local ad display for search intent. Local advertisers are not given premium ad placement on local search properties. Why should local businesses choose to allocate budgets to PPC?
16	Why Would Local Businesses Choose PPC? – Often They’re Not Available Options: Search Engine Enhanced Listings (Yahoo & Google Profiles) Business Profiles (Superpages) Banner Advertising Email Marketing Popup Advertising Pay Per Call (Ingenio) Search Engine Optimization Internet Yellow Pages (Superpages, Yellowpages.com, etc.) Pay Per Click Advertising (Yahoo, Google, etc.)
17	What’s at Stake? 22 Billion Dollars 20+ Million Customers
18	What can be done to increase local adoption? -by Marketing agencies Offer simple pricing models. Offer simple distribution packages. Local business education. Expectations Measuring ROI Effective website / business profile pages
19	What can be done to increase local adoption? -by Search engine / Distribution partners Remove minimum spends for PPC accounts. ($15 Superpages, $20 Overture precision match). Better tools for local advertisers. (Overture local can’t see bids. No IP lookup tool on Google). Stop showing national ads over local ads on local search intent queries. Distribution outlets give preference to national advertisers to gain million dollar accounts at the expense of potential billions in local advertising. Local ads on local properties.
20	Local Marketing with PPC Brad Geddes Brad@LocalLaunch.com