Contextual Local Ads - Not Quite There Yet

  |  November 12, 2008   |  Comments

Quick - where's Beacon? If you're coming up with multiple answers, you're not alone

beacon.jpgQuick - where's Beacon?

If you're coming up with multiple answers, you're not alone. So are local Google AdSense advertisers, and as a result, contextual ads are all out of context. Ads for Beacon-related things spanning the country (literally) from Boston to San Francisco accompanied an e-mail from a friend who hails from Beacon, NY.

This problem, of course, is hardly limited to Google. It is indicative of local advertisers who are newer to AdSense -- and in all likelihood, taking a more scattershot, DIY approach to buying and managing keywords than more experienced advertisers are.

So what's the secret to teaching newbie search advertisers about concepts such as negative match? Should such feature be baked more prominently into account management software?

Local advertising is burgeoning, but for it to really take off and soar, a lot of really complex issues will have to come down to earth and be super-simplified.

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ABOUT THE AUTHOR

Rebecca Lieb

Rebecca was previously VP, U.S. operations of Econsultancy, an independent source of advice and insight on digital marketing and e-commerce. Earlier, she held executive marketing and communications positions at strategic e-services companies, including Siegel & Gale, and has worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann's RTL Television. As a journalist, she's written on media for numerous publications, including "The New York Times" and "The Wall Street Journal." Rebecca spent five years as Variety's Berlin-based German/Eastern European bureau chief. Rebecca also taught at New York University's Center for Publishing, where she also served on the Electronic Publishing Advisory Group. Rebecca, author of "The Truth About Search Engine Optimization," was ClickZ's editor-in-chief for over seven years.

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