In the Locals Only column today, Andrew Shotland asks the question “Where Is The Competitor To AdSense In Local Search?“:
Google has created a great thing with AdSense. I work with several sites that generate thousands of dollars a month from of it and I have built an entire business that does nothing but help local search sites optimize their AdSense revenue. I love it and so do my clients. That said, it seems like the world is screaming out for a credible AdSense competitor that is not Microhoo and I think the local search world is the right place to start.
Because yellow pages-type search queries typically signal an intent to purchase locally, they have an extremely high value, particularly in relation to a lot of other types of ad inventory on the web. Local search directories that generate a decent amount of traffic can make anywhere from $15 to $100 eCPMs just by participating in the AdSense program. Perhaps this is why there are so many sites jumping into the local search game.
In the UK directory publisher Yell offers a version of “local AdSense” today. There’s also a local-mobile version in the US through V-Enable. Reach Local has a Local Xchange. And MediaTraks has an IYP exchange (don’t know if it’s still operating). Beyond this, I know of a couple of efforts to make something like this for the local PC Internet. We’ll see whether they in fact show up.