Local advertising is changing as SMBs shift dollars to digital outputs from traditional media. One of the questions I get a lot is, “What about Bing?”.
Here’s why I tell SMBs to concentrate their limited resources on Google Local Search for now and we’ll wait and see about Bing.
Google beats Bing by 6.6 times in February.
So, with limited dollars and limited time to manage a local search campaign I suggest that SMBs cover the inventory of Google AdWords in their market first before going after Bing. I recommend the same thing to brand managers who are trying to help their local retailers sell more product. Give them the tools and incentive to work with Google first.
After getting Google covered I would probably make sure some other bases are covered before Bing anyway. To do a Google Local Campaign properly requires a good landing page, so I would connect that same landing page to my brand site. Consumers looking for a place to buy locally would then be exposed to my local retailers’ story, which may include a promotion of some kind.
How about banner ads before Bing, too? And, email campaigns? Facebook fan pages and ads? The list goes on and on.