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Many of the searches on Google are local searches. For a small portion of the expense of other advertising media, you can advertise for local customers with Google. There are times that this method will reach more customers than Yellow Page ads; you can trace your Google ads more easily and it is much more cost effective than mailers and fliers.

According to the Kelsey group, 60 percent of all internet searches are local. Some estimates run as high as 75 percent. But even if it were only 20 percent, that's still a lot of searches. Tens of millions a day, at least.

However the numbers work out, local search is doubtlessly the best underused option for managing your PPC.

So you are looking to sell dieting plans, downloadable MP3s, HDTVs, or home refinancing on Google in the national market? It can be done, but you better get ready for a battle.

However if you happen to be accounting firm, electrician, handyman, or foot doctor, the battle is easily won. The competitors in your market most likely have no idea what they are doing.

This is also a great place to consult, setting up campaigns for neighboring businesses, because it's so undeserved. Think about it:

Most businesses in your area of the city shell out as much as $1,000 per month simply on Yellow Pages ads. The money is being spent.

Yellow Pages sales persons help make people more aware of the online opportunities when they sell Internet Yellow Page listings. But that is Google or Yahoo ads.

Google and their ilk are so occupied with handling extant possibilities that the actuality of reps selling ppc on the streets is a distant prospect. (Though there are hints of a venture with Yellow Pages.)

In categories where mail order is impossible and you have to get it locally, the clicks are cheap. For example, rin Chicago, there are only six ads showing for the keyword "Brake Shop" and one of them is eBay. Nickel clicks, anyone?

Web savvy local advertisers are very rare, and this is not going to change any time soon. Running a retail store and running an online store are two entirely different things. So for local yokels, "In the land of the blind, the man with one eye gets to be king."

If you can embrace the certainty that a good portion of your keyword will only get a few local clicks per month, then the ROI (return on investment) on the clicks you do get is exceptional.