Within Pay-per-click advertising, the fastest-growing trend is the ability to easily target a local audience with your ads.
There are currently two basic versions of localized PPC:
• The traditional PPC, ad on a search engine that is programmed to appear when the user searches using a location in their search phrase
• A hybrid of PPC, with various online telephone directories and online shopping markets
Developers have gradually come to realize that many people research products and services online, but then buy them at a local outlet. This fact affects all kinds of businesses.
Given this behavior, which has been proven via many reliable research reports, it only makes sense that the conversion rate of visitors into buyers may be higher if a PPC ad is targeted to the visitor’s geographic region.
On the other side of the coin, local businesses are often reluctant to put marketing money into a website, much less a pay-per-click campaign, because they know that the majority of the visitors to their website are probably too far away to purchase from them.
Many also believe that the average consumer does not feel comfortable ordering merchandise online.
Research Conducted by WebAdvantage, however, found that 59%, of merchants they surveyed would use PPC ads online if they could target their local market.