5 things you may not know about how people use local search

I was looking over my notes from a session on local search at ad:tech San Francisco, and wanted to share some of the key points with you today:

> The goal of local search is about driving people to a point of sale…and a transaction

> 20% of Google searches are related to location (eg, ‘hotel’ + ‘city name’)

> Most of internet use is about researching something to do offline (obviously true for hotels)

> According to MarketingSherpa, geo-targeted advertising provides highest ROI (more than demographics, contests, etc)

> If you’re advertising in Google, you now have the option to target specific mobile carriers and devices (like the iPad).