When you think of local advertising, the obvious choices are traditional media-newspapers, radio, yellow pages, possibly some local television spots. Targeted online advertising, like that offered by Yahoo Search Marketing, is a better choice, because you reach people while they’re looking for your products or services, and you pay only for results.

Yahoo Search Marketing is pay-per-click advertising. If you’re not familiar with this type of online advertising, these are ads that appear on search pages when someone searches for the keywords you’ve chosen. You choose how much you will pay when someone clicks on your ad for each particular keyword phrase, and you only pay when someone clicks on your ad and visits your site.

Targeting local visitors is easy with Yahoo Search Marketing. You simply choose the geographic area you wish to target, and Yahoo’s intelligent interface will send your ads only to people in your area. This means that you reach only people who are searching for your type of business, in your local area. The clicks you receive with this type of marketing will be from people who are looking for you and just don’t know it yet.

With traditional advertising, you take a shotgun approach, scattering your ad to the winds and hoping that someone who is interested in your offerings will see it at the right time. With Yahoo Search Marketing you focus with a laser-like precision on only those people who are good prospects for your business-and you only pay if they actually visit your site.

Advertising costs can eat you alive if your advertising is not hitting the mark. With traditional advertising, it is very difficult, not to mention expensive to get in front of the right people at the right time, but with Yahoo Search Marketing, this is both easy and affordable.

Because you choose the keyword phrases to advertise on, and the maximum amount you will pay for each click, you control your budget and know exactly how much you’ll spend on Yahoo Search Marketing. And again, because you’re advertising to people who are already looking for what you offer, your results will be far superior to traditional advertising.

The Internet has changed the way people buy, and Yahoo Search Marketing lets you reach people where and when they’re ready to buy. You no longer have to send out a “shotgun” ad through traditional media and hope the right people see your ad and come to your Yahoo Store. Now you can put your web site where people are looking-on the search results pages of Yahoo.

When you begin advertising on Yahoo Search Marketing, you may want to test different ads to see which one brings more clicks, and sales, and to make different offers to different customers. You can test your ads and run different ad groups for different keywords with Yahoo Search Marketing, quickly and easily.

Advertising has never been simpler, more affordable, or more effective. With Yahoo Search Marketing, reaching the right people at the right time is a matter of choosing your keywords and your budget, and pulling in customers like a magnet.

Russell Blanc is an expert in the web hosting industry and Yahoo Small Business and manages an information-rich web site at about Yahoo Small Business and Yahoo Search Marketing

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