Google Ogles Local Advertisers, Experiments with Flat-Fee Ads

Yahoo! News recently reported, “The Internet search leader last week began trials of a new ad service in San Francisco and San Diego that lets small local businesses pay a flat monthly fee for an ad on Google.” This new Google service, called Local Listing Ads, combines with Google Maps to direct the consumer to the business. According to the Local Listing Ads FAQ, “Payment for Local Listing Ads is a flat monthly fee. This fee varies by the location of your business, and the business category you choose.” Prior to this program’s launch, Google’s search advertisers were required to bid on keywords.

Based on Google’s experiment, it appears they agree with us at Reply.com that the acquisition of locally-targeted consumer online traffic is too complicated, too expensive, and too imprecise. Reply! has been focused on solving this problem for years.

Removing keywords is part of the solution, but for most businesses that target local consumers, geo-targeting is a major issue that Google’s solution does not solve. In fact, IP targeting is wrong 30-50% of the time. That poor targeting creates tremendous inefficiency and wasted spend. You still need keyword management to maximize volume.

Reply.com’s Marketplace better serves local advertisers by offering:

  • Auction-based pricing
  • Precise, user-submitted location and category
  • Comprehensive segmentation
  • Controls over price, volume, and quality

With Reply!’s Enhanced Clicks™, all you have to do is set a bid price and location. You pay NOTHING unless you actually win the bid for a particular click, and you are guaranteed to receive that traffic. Reply! already has the clicks, so your winning bid guarantees you get the traffic you’re looking for.

Google provides the traffic platform, and Reply.com is the conduit to making them a real solution for locally-targeted traffic. This makes Google more easily digestible for local advertisers. Reply.com also helps Google address a market that has otherwise been slow to bring their ad dollars online.

Reply.com optimizes locally-targeted advertisers’ online spend; major search engines do not. Reply.com built a platform that offers advertisers of all sizes Google-like capabilities, without keywords or text ads, while offering perfect geo-targeting. In five minutes, an advertiser can sign up and start receiving perfectly-targeted Enhanced Clicks™ or leads. Also, Reply! is the only company to help advertisers recover their investment by exchanging poorly-targeted traffic through an online, real-time exchange. The exchange empowers advertisers by giving them the ability to monetize unwanted traffic, recover wasted ad spend, and maximize ROI.

For more information on Google’s new Local Listing Ads, see Google Lures Local Advertisers by Subverting Its Own Search Policies and Google Creates A New, Simplified Ad Unit for Local Business.

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