Getting the Most From Your Local Online Advertising Campaign

It’s clear that people are shifting to online resources when looking for local information. Case in point: when Google unveiled universal search earlier this year, which combined results from multiple vertical products for any search from google, it included local results in the short list of five it initially integrated.

But local search goes beyond typing a locally-oriented query into a major search engine. As more consumers adopt online search into their daily lives, sites that cater specifically to local information become more important to them.

It’s a good time to be a local advertiser. New online options emerge all the time. Advertising on Zillow directly to consumers who live in or are moving to a specific neighborhood is certainly one example of the options available in the new online and local world, but that world is full of other opportunities as well: creating a community from your users, getting listed for free in the local component of the major search engines, optimizing your web site for local visitors, partnering with other local businesses, or making your web site mobile. This new world is wide open.

I’ll be speaking about local search at the Search Marketing Expo Local and Mobile conference in Denver next Monday and Tuesday. Come on out to learn hands on tactics for getting the most from your local advertising campaigns — from connecting with your customers, to measuring ad effectiveness. And come say hi to me! It’s not too late to register and you can get 20% off by using discount code SMX20LM. Hope to see you there.