If You Want Results You've Got to Earn Them

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5 commentsTuesday, June 9, 2009

Are Local Businesses Trying Hard Enough with Paid Search?

If You Want Results You've Got to Earn Them

5 Comments

By Spencer Spellman (WPN reader) - Tue, 06/09/2009 - 07:23

I really think paid search

I really think paid search should be an option after you've done other thing properly. Above all businesses should make sure their sites are properly optimized and make sure they've done everything they can to rank as high as they can. Google has made it easy for businesses to take advantage of local business search. So I think these two things are imperative. Then, businesses need to do a lot of research to make sure you're getting a positive ROI.
I'm a bit surprised to see that paid search is predicted to go up.

By ed hardy (WPN reader) - Tue, 06/09/2009 - 02:24

Thanks for chiming in Max

By Generating Leads (WPN reader) - Tue, 06/09/2009 - 02:07

Most people are going away

Most people are going away from looking at the yellow page book. We at West Coast Vinyl in the energy efficient window industry utilize everything possible. From yellow book, sometimes nickel paper, to PPC campaigns, and social media, radio, to tv.
I think the businesses that are just looking at SEM are only getting certain results due to their keywords phrases, but if they used PPC properly, then they may see the missing words. Now those businesses can place ads online strategically for their services.

By Guest (WPN reader) - Mon, 06/08/2009 - 13:37

Thanks for your interest in

Thanks for your interest in the Borrell report. There is friction in the local search advertising marketplace, and there are opportunities to strengthen it.

As the WSJ underscored, "as consumers continue to search for more local businesses information online, it is inevitable that local advertisers will follow." Locally placed search advertising in the U.S. is projected to grow 30 percent over the next five years, from $4.1 billion in 2008 to $5.3 billion in 2013, according to Borrell Associates. We believe that's significant growth, and it could eventually be more.

Importantly, there's a huge opportunity to grow the entire local search advertising industry if it does three things in concert:

1. Delivers more ROI to local businesses by allocating a greater percent of their investment into search media spend, while optimizing and scaling with better technology platforms (i.e., a departure from selling Web site clicks and a push toward performance).
2. Does a better job of clearly delivering and communicating ROI to local businesses, including tracking results more simply and accurately.
3. Realigns sales efforts to better manage expectations.

Again, there is friction in the marketplace, but there also is huge opportunity, and solutions to capture it.

Regards,
Max Kalehoff
VP- Marketing, Clickable
Clickable

By Chris Crum - Mon, 06/08/2009 - 14:00