In the early days of the Internet, it didn’t make very much sense for small local business to put a lot of money into online advertising. At the time, search and advertising companies had not yet figured out how to detect the location of someone who was doing a search so that they could shape the results that they would display based on exactly where the person in question was located. This could easily mean that a company in Massachusetts would have its advertising shown to people in California. Thanks to significant advancements in the field, however, it now makes a lot of sense for companies of all sizes to pursue online advertising is a way of attracting more customers.
Google has become exceptionally adept at figuring out who people are and what they want. At a basic level, an advertising company can figure out roughly where a person is based on the IP address that is being used to access the site. The technology runs a lot deeper than that, however. Because the same people will routinely come back and use Google over and over again, the company is able to collect information on them over time. Based on this, it is able to make remarkably accurate predictions about a person’s precise location and also a number of demographic details.
To a company that wants to advertise, this means that Google is typically as good about focusing on people from your area as a billboard actually put up on a local road would be. It goes a step farther in its effectiveness, though, because they only show your advertising to people whose email and searches give a sense that they are likely to be interested in what you are trying to offer. Ultimately, the result is targeting that is much more focused on the people who might actually want to buy something from you than anyone else can provide.
If you want to try out google advertising in Massachusetts, you don’t have to invest a lot of time and energy into learning how their AdWords system works or how to choose the right terms. It is both simpler and more effective to work with a company that routinely handles online advertising for local businesses, so that you end up with effective advertisements the first time, rather than having to go through a process of trial and error.