Quoted in Business Technology Article

A few months back I was quoted in a business article about Google and yahoos offer for 'free' credit towards online Ads and what I thought of this both from my own business and my clients.

I am strongly for online advertising on Google for many of our client's businesses.

For example one of our primary markets Florists have huge success in online advertising for their websites with Google Adwords and I strongly recommend these clients use these marketing channels.

Flowers have an immediacy need, someone needs to send flowers for an event, birthday, wedding, funeral etc they turn to Google type in 'flowers delivered sydney'.

This potential customer then has a very high likelihood of completing the transaction on the website provided the site looks good (works obviously) and the price is right.

The same thing with plumbers, electricians etc, people have a need specific right now need, and Search Engine Advertising is great for that.

But things like websites (that we sell) there is less of an immediate need, sure we do get clients from searching the web and doing web searches for eCommerce Packages etc, but when you have to bid 20 / 30 / 40 dollars a click through for some of the popular keywords you place some serious thought into how much the actual customer acquisition will cost you.

We have also had a multi faceted marketing strategy:

• Advertising;
• Referrals
• Cold & warm calling;
• Direct Marketing;
• eMail Newsletters; and
• Search Engine Optimisation.

If I was selling something with an immediacy need I would be more prone to using Paid Google Advertising, however I would not seriously consider using Yahoo for the same, as there is just not the same traffic from the site.

By the same token though if you are going after huge awareness and customer acquisition phase and you have cash flow, the PPC and Google Adwords will do wonders for your business.

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