• ClickZ, Thursday, July 2, 2009 3:01 PM

Know your range and stretch it when it comes to local advertising, according to Mary Bowling. Some people might travel a little farther to make some purchases compared with others. For example, someone may travel farther to seek a medical specialist, rather than a general practitioner.

Consider your niche and location, and then think about how to entice people to travel that extra mile to buy it, Bowling writes. She believes communicating benefits to prospective buyers in local paid search can get them in the door. She also provides tips on how to get started.

Read the whole story at ClickZ »