Unlike other forms of online advertising, local search is a precision instrument. Local search campaigns are not to be managed the same as CPM based or national pay-per-click campaigns.
Local search campaigns need to be managed in much the same way as a local newspaper or cable television campaign would be. It is very important to develop a local search campaign that is specifically orchestrated for the local area market. Too often I see local search campaigns that are nothing more than carbon copies of the advertisers’ pay per click campaign. This type of online advertising management will render a local search initiative useless. More>>
