Publication: PMA Magazine - Connecting the Imaging Communities
Publication Date: 01-DEC-07
Delivery: Immediate Online Access
Author: Yeager, Amanda
Article Excerpt
Newspaper inserts, cable commercials, and business cards aren't the only way to draw in local customers anymore. Many retailers, who are already harnessing the power of the Internet through a company website, forums, and access to industry news, have the chance to go a step further by taking advantage of online local advertising.
There are countless advertising companies available online, but what about finding the right one to advertise locally? Not a problem. Retailers just have to know where to look.
Google
"Google" is now a noun as well as a verb; and the phrase "Google it" has become common language in the search for information online, with a mass amount of users accessing the search service daily. A company focused on measuring the digital world, comScore Inc. recently reported Google as the top worldwide search property, with 31 billion searches in August 2007. With this in mind, it should come as no surprise the company offers ample advertising opportunities.
Google Inc., Mountain View, Calif., offers various advertising services for retailers to use to their advantage. Google developed AdWords at https://adwords.google.com specifically for users wishing to post business ads and generate increased traffic to a website. For example, a retailer will create an ad for his or her company, come up with keywords like "photo printing" or "camera" to associate with the ad, and then submit it to Google. Whenever a user searches for the associated keywords, the retailer's ad appears, alongside search results, in a sponsored links section on the right side of the screen.
[ILLUSTRATION OMITTED]
Sounds like a useful service, but how does it target local customers? AdWords offers local, regional, and customized targeting. Retailers have the opportunity to set ads to appear only to people searching in a particular state, city, region, or defined area.
"Local...
NOTE: All illustrations and photos have been removed from this article.
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