Patricia Hursh tackles the finer points of local ad options available in Yahoo's Panama platform in her ClickZ column today, Yahoo Local Advertising Options, Post-Panama, Part 2. She presented all the options in part 1, and now goes on to offer some strategic advice on how to best use those options.
In short, Hursh recommends:
- Geotargeted Sponsored Search campaigns for Internet-savvy local businesses, regional firms, Web-based businesses, and national chains, franchises, and dealerships.
- Local Listings for marketers who desire a simplified approach and appreciate the flat monthly fee.
- A combined approach that tests both options