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…..”
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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.