Here’s proof that you need a good bit of technology behind you if you want to keep your retailers using Local Search. The following chart from Borrell Associates shows the churn rate of retailers on systems with and without good software. Now, even with good software I think the churn rate is too high but […]
Borrell Associates has just released “Economics of Search Marketing” to specifically address the challenges of a scalable local online advertising model. The first important takeaway from this study is that local advertising is changing dramatically as small businesses in the next five years will move dollars from the old media (down 19%) to the new […]
Porsche does a great job of moving a potential customer from the brand site to the local dealer site so that a consumer isn’t even tempted to think about another car. Instead of the dealer locator linking to a site controlled by the dealer, and therefore running the risk of the consumer seeing other brands […]
One of the new beta services we got to see at the recent B2B Refocus Summit in Mountain View was Google Product Search. This free service takes a product data feed from a brand manufacturer or online seller and pipes it into organic search results with a link to buy online. Several advertisers are using it […]
There are still lots of things on the Internet that just don’t make sense from a marketing perspective. One such common practice is for an independent dealer to link back to the manufacturer’s site for product information from his site. The problem with this fairly common practice is that the consumer gets lost in a […]
Knowing that the best conversions result from matching your keywords to your text ad to your landing page, advertisers should only consider adding the Google AdWords Plus Box product detail to highly targeted keywords where the searcher has already narrowed down his search to a specific product category.
The “Show Options” link under the Google search box is so subtle, maybe you haven’t noticed it. But, many searchers have so you need to know what it does and what it means to you.
We’ve all been to great brand sites where you can learn a lot about a product’s features and benefits. But then what happens? It seems that at many major brand sites whoever is in charge of creating links to the local retailer where you can actually buy the product isn’t paying much attention. I don’t […]
With all of the improvements in technology, where our ability to target into more precise and more precise physical localities, are we about to dramatically eliminate the need for national advertising or at least redefine it? For the sake of conversation let’s just talk about products that are purchased locally in a store, like most […]
There is a new report from Telemetrics about the percentage of consumers who read a Yellow Page ad and then either call the store or visit the url listed in the ad. They did it by putting tracking phone numbers and unique urls in the Yellow Page ads so they could measure all the leads […]