Seventy percent of US households use
web when shopping locally, and about 25 percent of all searches are looking for local information. As more and more households make switch to broadband connections, this trend will continue to escalate.Search engines have eclipsed print and TV ads as primary way consumers find local products and services. But until now large national and international brands had a stranglehold on Internet search marketing. Only they had manpower or outside resources to plan and implement a multiple site, online search marketing program.
Why should your business get into online search pay-per-click (PPC) arena? Let’s do math. A recent US Bancorp Piper Jaffray study indicates that average lead from a search engine costs $0.29. Yellow pages and direct mail leads cost $1.18 and $9.94 respectively. So, a search engine delivers four leads for price of one Yellow Page lead and 34 for cost of a single direct mail lead.
But that is not all. PPC advertising: - expands your market - targets more, higher income consumers - is measurable
Some businesses will look for ways NOT to take advantage of this opportunity. I don’t have a website, they whine. How will I figure out which sites I should advertise on? How will I manage all those keywords across multiple sites?
