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We’ve extolled the virtues of pay per click advertising over and over again. We’ve also praised the benefits of local search marketing. But what about local PPC? Is it all that?

Yes, it is. And a bag of potato chips too.

Our take on local and PPC marketing is that you should always drill down as far as you can in any channel you are trying to develop. If you are optimizing your website for search traffic and you are a business that caters to a local clientele, then you should be targeting your SEO efforts to local traffic. If you are using PPC, then you should be targeting your PPC efforts to local traffic as well.

This drill down is much more effective, believe it or not, than the alternative. Just think about it:

If you sell widgets and you write your PPC ads to appeal to people searching for widgets without a local geotargeting key phrase, then you’ll be paying for traffic that you may not want. But if you sell widgets in your local shop and you want to reach a strictly local business, then local PPC makes a heck of a lot of sense. Geotarget your ads and you’ll pay only for local clicks, not global.

Not only is local PPC effective, but it is often more effective.

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