• ClickZ Network, Wednesday, October 15, 2008 1:01 PM

This holiday season, sharpen your keyword searches and focus on attracting local shoppers, suggests Erik Dafforn. Although increases in gas prices have mildly subsided, they're still above $3 in most parts of the country, and many shoppers will first search online for bargains close by.

Consider shifting some additional PPC effort and resources to geographically targeted local campaigns. Highlight the inventory of the store nearest the consumer and target your copy to appeal to someone with car keys in hand, which sounds like good advice to attract consumers going green by conserving fuel.

Don't bury important information. Make sure consumers can find return policies and telephone numbers on your site in as few searches as possible. There's nothing more annoying than going to a company's Web site and having to search, search and search again for information needed.

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