how many people locally are searching on keywords related to their business. He also reports that every single one of his current clients is engaged in some level of PPC ad campaign, targeting either a local, national, or international audience.

“Pay-Per-Click is the best way for any company to reduce their advertising risk. Because even if your campaign isn’t that good, yo

The rush of local advertisers staking their claim to the top paid advertising spots on the search engines, networks and local online directories surprised Gordon Borrell, president and chief executive of market research firm Borrell Associates. His firm’s research shows that US companies who operate strictly on a local level will spend $3.9 billion dollars for online advertising in 2005. That’s roughly double what they had predicted for the year and well above the 28.4% growth they reported for 2004.

Borrell’s numbers are conservative however, when compared to the United Kingdom (UK) spending numbers released by the Interactive Advertising Bureau. They showed spending overall on online advertising to be up more than 60% in 2004 over 2003. Paid Search Advertising accounted for 39.5% of that figure and was itself up more than 87% over the previous year.

"We've always viewed local advertisers as fairly conservative in that they don't have that much to spend," Borrell told Clickz Network reporter Rob McGann. "Typically you expect them to funnel most of their ad spend into direct mail and yellow pages, with only a small percentage for online, but that is not the case at all this year.”

WSI Internet Consultant Ron Adelman wasn’t surprised at all. He believes that local advertisers are behaving conservatively when they choose to participate in paid online advertising. In fact, he says 80% of these local business people jump at the chance to do Pay-Per-Click (PPC) campaigns when he shows them how many people locally are searching on keywords related to their business. He also reports that every single one of his current clients is engaged in some level of PPC ad campaign, targeting either a local, national, or international audience.

“Pay-Per-Click is the best way for any company to reduce their advertising risk. Because even if your campaign isn’t that good, you

in 2005. That’s roughly double what they had predicted for the year and well above the 28.4% growth they reported for 2004.

Borrell’s numbers are conservative however, when compared to the United Kingdom (UK) spending numbers released by the Interactive Advertising Bureau. They showed spending overall on online advertising to be up more than 60% in 2004 over 2003. Paid Search Advertising accounted for 39.5% of that figure and was itself up more than 87% over the previous year.

"We've always viewed local advertisers as fairly conservative in that they don't have that much to spend," Borrell told Clickz Network reporter Rob McGann. "Typically you expect them to funnel most of their ad spend into direct mail and yellow pages, with only a small percentage for online, but that is not the case at all this year.”

WSI Internet Consultant Ron Adelman wasn’t surprised at all. He believes that local advertisers are behaving conservatively when they choose to participate in paid online advertising. In fact, he says 80% of these local business people jump at the chance to do Pay-Per-Click (PPC) campaigns when he shows them how many people locally are searching on keywords related to their business. He also reports that every single one of his current clients is engaged in some level of PPC ad campaign, targeting either a local, national, or international audience.

“Pay-Per-Click is the best way for any company to reduce their advertising risk. Because even if your campaign isn’t that good, yo

ch Advertising accounted for 39.5% of that figure and was itself up more than 87% over the previous year.

"We've always viewed local advertisers as fairly conservative in that they don't have that much to spend," Borrell told Clickz Network reporter Rob McGann. "Typically you expect them to funnel most of their ad spend into direct mail and yellow pages, with only a small percentage for online, but that is not the case at all this year.”

WSI Internet Consultant Ron Adelman wasn’t surprised at all. He believes that local advertisers are behaving conservatively when they choose to participate in paid online advertising. In fact, he says 80% of these local business people jump at the chance to do Pay-Per-Click (PPC) campaigns when he shows them how many people locally are searching on keywords related to their business. He also reports that every single one of his current clients is engaged in some level of PPC ad campaign, targeting either a local, national, or international audience.

“Pay-Per-Click is the best way for any company to reduce their advertising risk. Because even if your campaign isn’t that good, yo

ercentage for online, but that is not the case at all this year.”

WSI Internet Consultant Ron Adelman wasn’t surprised at all. He believes that local advertisers are behaving conservatively when they choose to participate in paid online advertising. In fact, he says 80% of these local business people jump at the chance to do Pay-Per-Click (PPC) campaigns when he shows them how many people locally are searching on keywords related to their business. He also reports that every single one of his current clients is engaged in some level of PPC ad campaign, targeting either a local, national, or international audience.

“Pay-Per-Click is the best way for any company to reduce their advertising risk. Because even if your campaign isn’t that good, yo

how many people locally are searching on keywords related to their business. He also reports that every single one of his current clients is engaged in some level of PPC ad campaign, targeting either a local, national, or international audience.

“Pay-Per-Click is the best way for any company to reduce their advertising risk. Because even if your campaign isn’t that good, you only pay when you get results – when you get someone to click through to your site” he shares.

The other risk Adelman believes these businesses are reducing is the overall financial risk posed by the high bid prices many generic but popular search terms can pose. Very competitive keywords like “mortgages” or “Web design” could easily command a bid price of $10, $15, or even $30 per click. However, when you add a regional term such as “St. Louis” or “London” to the keyword “mortgages” and use a tool like Overture or Wordtracker you’ll see that the number of searches done on that phrase may be dramatically lower – 30 - 40 searches as opposed to 4,000 to 400,000. Through effective keyword research a business can identify more specific keywords which cost substantially less, oftentimes just pennies a click.

One of the major benefits of running a local PPC campaign is that it provides flexibility in reaching local customers within a given geographic area. For example, a florist operating in Edinburgh, Scotland can set-up their ad so that it only appears to users within the Greater Edinburgh area.

'Few industry experts recommend that a small or medium sized business attempt to track their own campaigns and results.'

Adelman reports his typical clients happily spend between $300 and $1,000 USD on their clicks each month. His St. Louis, Illinois WSI office charges a very affordable fee to set up PPC campaigns and manage them each month on behalf of their clients. Adelman and his team pr