Getting into Google Adwords yourself for geo targeting your advertising could be quite time consuming to learn the ropes. The local dude probably has in his proposal a rotating ad campaign that other local businesses may have blazed a trail. There is also considerable analytics involved in making sure your impressions really happened and were somewhat effective.
On the same token these blazed trails might not be the same demographic to start expecting any web presence. Sometimes you have to pay for experience in one round and then figure out how to manipulate it for yourself seeing whether they were geniuses or not.
The over all trick is to limit your budget of what you are willing to spend each day or week and you can also limit which days the ad is available. Definitely post a budget, not a wide open pay anything the first time around. I'm sure the sales guy would like that but, direct with google you could say no more than $5 a day or less and what ever doesn't get spent can roll over. This would be lots of work for the local dude perhaps and it will be suggested you shouldn't do that for some reason. You get screwed if that is the potential spending more than you planned and have signed a contract to pay the bill what ever it is.
Those rules might work good for the dentist or veternarian but, the seasonal florist or haunted house accounts will get hit with heavy clicks and you have to only spend what you can afford no matter what the salesman wants.
Last edited by Greg Chrise; 05-12-2009 at 10:37 PM.
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