When you are creating ads for your Google Adwords campaign you will need to build them carefully around the right keywords. This seems like commonsense and many marketers have perfected this art. They do the proper research to find the best keywords.

Pay per click advertising campaigns have other factors apart from keywords that will make them successful. Something that should be kept in mind is the fact that searchers have very short attention spans. They will not usually look beyond the first 5-10 search result pages.

This means your ad must be placed among these pages in order to be seen. How do you manage to do this? Well it all boils down to the almighty dollar.

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A giant fraction of Google searches are local. Advertise your business locally and you’ll get traffic and customers for a fraction of the cost of other media. This may sometimes reach more people than Yellow Pages ads; it’s more traceable than billboards, and it costs you less than mailings and fliers.

The Kelsey group reports that of the millions of internet searches 60 percent are local. Others estimate that it is as many as 75 percent, but even if the percentage was only 20 that is still a whole boatload of searches targeted at locals.

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