John Battelle’s Searchblog: Just 1 in 9 Small Business Know About Paid Search: “Just 1 in 9 Small Business Know About Paid Search
According to this Kelsey/ConStat report. Those that do quickly put 23% of their marketing chips in the PPC basket. I can’t do the math this early in the morning (what would happen if, say, 3 in 9 small businesses put 23% of their chips into PPC), but …there’s a lot of upside left in this particular market. Not to mention what happens to average CPC as more and more competitors get into the market…..”
The Contextual Advertising buzz has quieted substantially as Local Search comes into the limelight. It’s no wonder, given the low CTRs, poor reporting and general lack of availability of offering a separate title/desc from web search (FindWhat as an exception…
Publishers must find ways of improving CTR for this advertising inventory. I submit that, near term, this may well come through a marriage with behavioral targeting.