April 19, 2009
Check out our latest SEL column on how to find the right market and vertical for launching new services for SMBs, featuring a chart that shows the penetration of SMB advertisers on leading IYP sites in 8 verticals, covering 8 major cities: http://searchengineland.com/where-is-the-opportunity-17232.
February 12, 2009
January 26, 2009
Our latest Search Engine Land column discusses how “SMBs Claim Their Online Business Profiles”. In this post we present a new target group of SMBs we call “Seekers”, SMBs who haven’t quite made the leap to online advertising, but are performing some kind of online activity.
Interested, informed, not quite sold but not adverse to buying, seekers are SMBs who may just prove to be great prospects for new online ad products. Armed with some knowledge of online advertising, they may just need a little help from the professionals to start engaging in more elaborate online marketing activities, and more importantly, to start spending money. Initial tests show they do indeed convert better than the average sales lead, and with up to 10% of SMBs falling in this category, there may be quite an opportunity here.
December 14, 2008
We’ve been collecting and analyzing ad spend data of SMBs on various local, vertical and IYP sites for over a year. Last month we started looking at SMBs who also advertise on search engines (i.e. businesses who bought PPC ads on search engines).
We looked at over 3000 SMBs who advertise online, on different websites, out of which we focused on 300 businesses who also advertised on search engines in the past 5 months. The chart shows the average monthly ad spend of SMBs on search engines over a period of 5 months.
The dramatic drop represented in the chart is probably larger than the actual drop in local search ad budget since we filtered out nationwide chains and all SMBs with more than one office location. The businesses represented in the chart are small businesses where the decision making process is swift, as opposed to large corporations, who have a longer decision making process. Additionally, changes in advertising patterns/behavior appear more quickly when it comes to PPC since PPC campaigns can be modified at any give time, unlike annual advertising contracts.
We cannot be sure of the cause for the significant decrease in dollars spent in the months of September and October. However, we did happen to come across another chart, the similarity of which to our own cannot be ignored…
September 18, 2008
A couple of months ago we published a chart that suggested that SMBs who claim or update their business listings on various online directories advertise more than those who do not. In a recent sales leads project for a customer we looked at businesses from various categories in the Denver metropolitan area and examined another feature of online presence of SMBs – whether or not the advertisers have websites.
We looked at over 2,800 Denver auto dealers and repair shops. Below is a chart that represents the breakdown of advertisers, with and without a website, to low, medium, and high-end spenders.
September 17, 2008
Our first column was published a couple of weeks ago, and we’ll have a new one coming out once a month. We hope you follow the column and let us know if there’s anything you’d like to see there. Our next post is scheduled to be published October 2nd.