Wednesday, October 24, 2007

Actions Speak Louder Than Clicks for Local Search

Lead generation is a better fit than pay per click as smaller companies that are less web savvy can feel more comfortable in paying for leads. Expect pay per call or pay per lead to slowly take share from PPC as more local advertiser realize that online can drive sales at less cost than print or radio.

Superpages' Robyn Rose (who has a strong self-interest in PPA) is on target when she says:

"national companies should focus on distributing leads to local franchise locations or retail outlets, and small- to medium-sized businesses should focus on the various products they carry or the services they offer."

Local companies need to differentiate themselves from the crowd more than is possible with a phone book ad, and websites are the best mechanism to do that. Expect more local directories to attractively price pay per lead and pay per call and increase their education efforts with local advertisers.

Source: Adotas.

Posted By John Gartner at 10:43 AM
Permanent Link: Actions Speak Louder Than Clicks for Local Search | Comments (2)

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