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Many of the searches on Google are local searches. For a small portion of the expense of other advertising media, you can advertise for local customers with Google. There are times that this method will reach more customers than Yellow Page ads; you can trace your Google ads more easily and it is much more cost effective than mailers and fliers.

The Kelsey group reports that of the millions of internet searches 60 percent are local. Others estimate that it is as many as 75 percent, but even if the percentage was only 20 that is still a whole boatload of searches targeted at locals.

Whatever the number is, local search is undoubtedly the most untapped opportunity in PPC management.

Are you selling weight management programs, audio downloads, flat screen TV, or home loans nationally on Google? It is possible to do but it will be an uphill fight all the way so be prepared.

However if you happen to be accounting firm, electrician, handyman, or foot doctor, the battle is easily won. The competitors in your market most likely have no idea what they are doing.

This is a prime place for you to consult, with your neighbor businesses; setting up campaigns for them. Look at this: .

Some businesses are paying out a thousand dollars a month for Yellow Pages ads. They are already spending the money.

The Yellow Pages reps are also selling Internet Yellow Page listings, creating more awareness of online marketing. But they're not selling Google ads on Yahoo.

Because there are so many existing opportunities to see to, companies such as Google are not likely to be putting salesmen on the street to market pay-per-click to local businesses any time soon. (Murmurs of deals with Yellow Pages companies have been heard though.)

If you are dealing with a category where mail-order in not possible and the items must be gotten locally, then the clicks are cheap. Check this out. If you search for 'brake shop' in Chicago only 6 ads will come up, and one is for E-bay. Do I hear a bid for nickel clicks?

Local advertisers that are knowledgeable about the web are quite rare. That most likely won't be changing soon either. There is a big difference between running an online store and a retail store. The saying "In the land of the blind, the man with one eye gets to be king", is only too true.

If you can accept the fact that many keywords will only produce a few local clicks a month, the return on investment (ROI) on what you do get is extraordinary.

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