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Looking for average keywords prices for local search
Stats and figures regarding bid rates for local searches
Cule




msg:1571548
 12:39 pm on Jun 14, 2005 (gmt 0)

Hi,

I'm looking for some stats regarding the average keywords prices that apply to the local search domain.

Meaning - what are the average bids that local businesses pay in google local, yahoo local, internet yellow pages etc.

Naturally, I could go to Fathom's monthly stats table, but I wonder if there are figures that specifically relate to the local search market, or perhaps after all, Fathom's keyword price index is relevant for all paid search domains.

 

inbound




msg:1571549
 1:46 pm on Jun 14, 2005 (gmt 0)

I think narrowing this down to a sector may contravene the T&Cs but I can't see how the data can be useful unless a sector/subsector is added.

To illustrate, we have a 15,000 term localised adwords campaign that addresses about 10 subsectors within a main industry, the CPC range between 5c (much cheaper than the generic keyword alone) and around half of the cost of the generic keyword.

I think the best advice I can give is that you will find ads are cheaper on a CPC, deliver more targetted visitors but do take much longer to set up. If you are in this for the long haul then it's worth the time to set up. However if you are setting up a 4 week campaign it makes no sense to spend a few days simply adding ad groups, finding target phrases and writing ads.

Chicago




msg:1571550
 2:54 pm on Jun 14, 2005 (gmt 0)

Welcome to WebmasterWorld Cule. We appreciate your stopping by and posting.

>>what are the average bids that local businesses pay in google local, yahoo local, internet yellow pages etc.

google local serves google adwords. yahoo local serves yahoo sponsored results specifically local sponsors and geo-targeted precision match.

put another way, the properties have been segmented but the bidding process has not. even in their attempt to do so, yahoo local sponsorship bidding is not distinct and transparent relative to precision match.

on-site iyps act differently from a ppc standpoint. superpages in the most mature with an auction bidding process but the process is not without significant shortfalls. most all other iyp ppc inventory is category based fixed ppc ranging from 30-70 cents. many of their ppc deals including Smart, Yellow, Switch, are done as one offs, as most iyps have struggled with the integration and sales of ppc ads, in the face of simplified fixed category placements - although all of them sell guarenteed click packages with yahoo and google inventory - usually 2$ local clicks:)

in general, geo+vertical bidding tends to be less expensive than vertical only bidding, but that is not always the case, because geo+vertical is by nature, more targeted. Moreover, vertical bidding in many service based industries in not appropriate from a target market standpoint, too expensive due to reach, and often reserved for aggregators, a la homegain, service magic, etc.

the value of general rules concerning open auction bid pressure for local is questionable. verticals act extremely different from a bid standpoint. there are verticals where 10-30 cent bidding remains viable. in others it is $2+. doctors, dentists, car repair, florists, personal trainers, restaurants, lawyers....each has very unique conditions concerning advertising return.

ortelius




msg:1571551
 7:21 pm on Jun 14, 2005 (gmt 0)

I have found the cpc on Yahoo Local to be about half of what I am paying for the same keywords on Google Adwords. That's for a catering business. On the other hand, the maximum range of Yahoo Local is a 100 mile radius, whereas I can do several states (or more) using Adwords with a regional setting.

I have another question or two:

On Google Adwords, if I am selling blue widgets, and I want to sell in a particular state, (State X), I can bid for "Blue Widgets," and set my campaign setting for State X. Let's say I do broad match. Now, If I want to try and get more, and cheaper clicks, does it make any sense to add a bunch of keywords to my keyword list, drilling down to smaller units of State X? So I might have a keyword list that looked like, set up for State X:

blue widgets
blue widgets, anytown, X
blue widgets, smallville, X

and so on. And how about if I added State X, even though I am set to only run in State X. What does that do? My list might be:
blue widgets
blue widgets, State X
blue widgets, anytown, X
blue widgets, smallville, X

Finally, can anyone offer their opinion on using Overture (sorry, Yahoo Marketing, or whatever) to do geo-targetted keywords on the national system (I'm not talking about using Yahoo Local).

Cule




msg:1571552
 7:20 am on Jun 19, 2005 (gmt 0)

Hi all,

Many thanks for the answers and clarifications :)

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