Business Week Schools the Suits on Net Marketing
BW Online's article "Search Engines Are Picking Up Steam" provides a decent recap of how pay-per-click search engine advertising, along with vast improvements in search tech, are reviving the maligned industry. It's nothing really new to those in the know, but here are some interesting highlights:
"Advertisers say that search-related ads, whether overt or camouflaged, attract far more interest than regular scattershot Internet ads. Why so? They give people what they're already looking for."
...
"Search advertising is also cheap. At an average of 35 cents a click, paid search undercuts the $1-per-lead average for Yellow Pages ads. The money is split between the portal, which generates the traffic, and its search-advertising provider. When a user clicks a search-related ad on Yahoo, for example, Overture keeps 14 cents and sends 21 cents to Yahoo. Pete Howard, vice-president for marketing at Staples.com, says the return on search-engine marketing "outpaces everything in print or online."
...
"In the early days of the Net, pundits thought surfers would scoff at mixing advertising with search results. Instead, they're seeing shoppers and advertisers in sync because up to 35% of searches are for products or services."
After reading the article, you can't help but being struck by the tremendous upside of search engine marketing and search tech in general. Watch this space!
Now, how are you, dear reader, going to start cashing in on this trend? Why, with Andrew's report on Google AdWords, that's how!
Posted by Cory Kleinschmidt
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