Re: Search Engine Promotions
CHRIS YOUNG <Chris.Young_at_Securicor-eSolutions.com> WROTE:
>This may be true at the moment but it is still early
>days. As the big guns start paying more and more for
>terms there will be less and less available for the
>small businesses out there. Large companies are happy
>to pay in the region of $200 per year on attracting and
>keeping a customer so they will have no problem bidding
>say $5 for a click through. No small business can
>afford this.
TO WHICH LINDA ROCCO <GUMMYLUMP_at_aol.com> REPLIED:
> I have to completely disagree with your assessment of
> pay per click search engines. I believe that they are
> by far the best method of driving traffic for small
> businesses.
What is a "small business" and how much can one afford?
Large companies are only likely to pay $5 per click through
when their experience tells them :
1.) It is profitable;
2.) It is competitively cost comparable to the expense
incurred in obtaining a lead through other media;
3.) It opens up new avenues of reaching new
customers that have not been reachable via
previously used channels;
4.) It denies their competitors business.
If experience tells them otherwise, they will pay a
lower price, a higher price, or abandon the media
altogether.
Small businesses my be wise to monitor the
behavior of their larger competitors when
it comes to pay per click engines because if
a firm continues to pay a high per click rate
over many months, chances are it is working.
If it works for the big guy and you have a better
product or service, it may work for you, so bite
the bullet and give it a try. Just be sure your
site does a good job of selling what you offer
before you drive a lot of traffic or you will not
reap the rewards of your advertising investment.
One other thing:
If the major engines ARE monopolized by big guys
paying huge per click rates, alternative media
catering to small guys will pop up. Chances are
some of it will work. Make sure you thoroughly
check out alternatives when you hear about them.
Test them yourself to determine if what they offer
has merit for your situation. If may cost you some
money but it takes money to make money (yes,
even on the internet).
Regards all,
John Gaskill
gm_at_info-central-usa.com
Received on Thu Feb 22 2001 - 15:43:45 CST
