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September 5, 2006 |
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By: Louise Rijk - Bio - Blog |
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Local Online Advertising:
Google Maps and Google Coupons
Over the last two years Yahoo! and Google have increasingly impacted the local online small business advertising market through their PPC paid search products. Recently, both companies launched new offerings aimed at increasing sales from local paid search ads and strengthening their local online advertising market position.
Small businesses know that the Internet offers marketing tools that cannot be ignored, but they are often tied into conventional marketing methods such as newspaper ads and direct mail and are overwhelmed by the complexities of local paid search, SEO, contextual advertising and online Yellow pages advertising.
Local Paid Search Advertising
Small businesses need education, support and simplification of the online advertising tools that are available today. With the recent launch of its fixed fee "Featured Listings" products Yahoo! has made the first step towards simplifying local search advertising and we expect Google to follow with products that are aimed at the same goal. Google and Yahoo! are by no means the only companies that have recognized the need for simplification of local online advertising. A fast increasing number of search engine marketing companies and intermediaries such LocalLead.com, ReachLocal.com, LocalLaunch.com have jumped in to address the need for hassle-free local online advertising.
To shed some more light on the local online advertising opportunities that are available today and the various attempts that are being made to simplify the process we start with covering Google's current product offerings for the local search advertising. Next month we take an in-dept look at Yahoo's "Featured Listings" product.
Google Maps With Local Business Ads
Google's focus for local search advertising has been primarily on integrating its Google Maps product with the local match options available in Google Adwords. The result has been several new and interesting options being made available for local businesses.
Google has put a lot of effort into Google Maps, populating the engine with accurate maps as well as business information for thousands of different local businesses. This information has been pulled from various data repositories including the Yellow Pages and Acxiom. Because of this, your business may already be listed in Google Maps. If so, you can sign up for a Google Local Business Center account and begin taking advantage of the new local options. However, this information may not be accurate, or you may not be listed at all. You can submit your business information to Google via the Local Business Center. However, you will be unable to make any significant changes to your business listing until you've made a request to Google for a PIN number. Upon request Google will send this to you via regular mail. Once you have received your PIN number, you can verify this by phone or via the Local Business Center. Now you can edit the information that is displayed for your business on Google Maps, as well as associate your business with several different pre-determined categories (i.e. Health & Medical, Entertainment, Real Estate, etc.). Your business can be included in up to five different categories.
Once you have control over your business listing, you can enhance it using features found in Google Adwords PPC advertising network. If you already have an existing PPC AdWords campaign you can create Local Business Ads. These ads serve a dual purpose, as they appear as regular text ads at Google.com and other sites that participate in the Google advertising network, and they also appear as enhanced listings in Google Maps. Local Business Ads are based on the physical location of your business, so it is important that the address in your Google Adwords account match the one in the Local Business Center. This location will also determine whether or not the text version of the ad appears in regular Google.com listings - searchers will have to indicate in their search query that they are in that particular area in order to have your ad appear. On Google Maps the text of the ad will also be accompanied by a small logo image of your choosing. The ad will appear on the left side of the screen, as well as being a marker indicating your business location on the map itself. This marker will include an icon you can upload rather than the usual red letter Google Maps markers. These features should help your ad stand out amidst the other standard business listings.
Google Maps With Free Printable Coupons
Google recently teamed up with Valpak, a distributor of coupons via mail and online, to create a unique service for local businesses. Using your Local Business Center, it's now possible for you to create printable coupons for your business. These coupons can include a text to describe your offer, an expiration date, and even a promotion code. When your business listing appears on Google Maps, after a local search query, there will be a "coupons" link that takes local consumers to a printable page with your profile information and the coupon. Because the coupons are a free service, this is an excellent alternative to random direct mailings in the local area. The advantage, as is always with search advertising, is your coupon will appear to users who are already interested in what you're offering.
Google is continuing to promote Google Maps as a key service, even rolling it out for use in mobile phones. Because Google is actively seeking information on businesses to improve their results, it's important for you to keep track of Google Maps; make sure your business is included, and if it is, make sure the information is accurate and up to date. By making use of the Local Business Ads and Coupons features you can enhance your mark on the map, increase local traffic to your business and boost revenues.
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Advanced Media Productions, Inc.
251 West Central St., Natick, Massachusetts 01760, USA
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