Local paid search advertising is gaining traction. According to the “2006 Local Search Advertising” report from research firm Borrell Associates, the paid search advertising by local advertisers is “poised to more than double this year to $987 million, and nearly double again in ’07”. Local paid search accounted only for a relatively $420 million last year, “a tiny spot on the wall,” but if the report findings are any indication, that is likely to change. It forecasts that local paid search will go from representing barely 10 percent of all local online advertising today to 47 percent in 2010, reaching over $4 billion.
The experimentation stage is over for local advertisers, the report says. Eighteen months ago, only 5.6 percent of sponsored links on the major search engines were bought by local advertisers, now it is 36 percent.
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