PAID SEARCH CAMPAIGNS:
IS THERE VALUE?
By Kevin Wilhelm
REMEMBER THE GOOD OLD DAYS WHEN CONSUMERS FOUND
YOUR BUSINESS IN THE YELLOW PAGES?
(IF YOU’RE UNDER 30 AND WONDERING WHAT THE YELLOW PAGES ARE, STAY WITH ME
– THIS WILL ALL RESONATE, I PROMISE.) YOUR BIGGEST WORRY WAS TRYING TO STAY
AHEAD OF YOUR COMPETITORS IN YOUR HEADING, WHICH MEANT THAT YOU HAD TO BUY
THE LARGEST AD SIZE POSSIBLE TO SHOW UP AT THE FRONT. YOU ALSO HAD TO DECIDE
BETWEEN INVESTIN