Good article from Search Engine Land…
I would say that this is a conservative number, but defiantly real.
AND that’s just at the “gross”, click level not counting conversion rates, not enough budget or keywords to work with and the inherent inefficiency of a single search engine/platform concentration
Study Finds Small Businesses Waste 25 Percent Of Their PPC Budgets
Great Info here, the number one mistake is…
1. Ignoring the Data Aggregators
It takes only a little effort and you can probably do it yourself, or with just a little help…
4 Terrifying Local Search Marketing & SEO Mistakes – Search Engine Watch (#SEW)
A snippet from this article….
Local Businesses Need To Expand and Refine Advertising Approach
Internet Yellow Pages Serve As Valuable Source Of Quality Leads
When considering which local media to further engage, local businesses should consider the full impact of what the media can offer, from increased consumer reach to the high quality of leads.
Internet Yellow Pages, which include offerings such as YP.com, DexKnows.com and Superpages.com, have for years maintained considerable reach among consumers and have played an important role in driving quality leads to local businesses. The study found that nearly half of respondents (47%) said they used Internet Yellow Pages in 2012, resulting in approximately 5 billion references.
Following a historical trend, the study showed that Internet Yellow Pages generally attract consumers at the key inflection point when they are ready to contact a business and make a purchase. This is an important consideration for local businesses looking for a solution that drives real sales results.
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