Advertise Locally using Search EnginesWritten by Ed Kohler
While search engine advertising has been a great advertising medium for businesses capable of or interested in marketing their products and services to a national or international audience, effectiveness of this type of advertising was limited for businesses interested in advertising to a local market until very recently.For example, a realtor with a web site in Minneapolis is likely interested in advertising on search terms such as “homes for sale” and “sell my home.” The only problem was realtor would have to advertise to everyone in country who happened to type those terms into search engines. This was wasteful and ineffective because vast majority of visitors clicking through to site would not be qualified visitors since they lived outside realtor’s regional market. At that time, only work around to this was to include a regional qualifying term next to each search phrase, so instead of advertising on term “homes for sale” realtor would have to advertise on “Minneapolis homes for sale.” What about prospective clients who live in Minneapolis, but only type in “homes for sale?” They’re likely just as qualified for realtor, but it there wasn’t a way to target this type of searcher. The gap between forcing advertisers to use regional qualifying terms or advertising to a national market was finally closed this spring by Google. Local Targeting Targeting a known geographic location of searchers became a reality earlier this spring when Google launched their local targeting program. So now realtor in Minneapolis can advertise on more general terms, then specifying a geographic area they’d like ads to appear within.
| | Website and other Media AdvertisingWritten by Terry Henry
Let’s look at all Medias and their effectiveness in bringing in new customers, and then we will look at advantages of web advertising.Radio- Radio, oldest of verbal communications has been very good at reaching masses. One of its problems is expense. To reach your targeted audience you need to have your commercial played frequently to be effective. Time slots are also important, morning having most listeners, followed by afternoon drive, midday, evenings and then overnight. You want customers? Just buy a quantity of commercials and your reach should be good. Television – Good way to reach customers, biggest drawback is expense. If you use a local TV station to produce your commercial it can be poor at best. You will need to seek a production company that can convey your message with a fresh and catchy campaign. Print- Unlike others, source can be easily saved and referenced at a later date. If you use newspaper which is most effective of all print Medias, it can be very cost effective. Keep in mind that newspaper readership seem to be on decline over past few decades, but still a popular medium.
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