The Internet has created fresh challenges, but also new opportunities, for small businesses to reach and communicate with customers. Online consumers use search engines like Google, Yahoo and Ask, directories like YellowPages.com, Local.com and Superpages.com, and information portals such as local newspaper, radio, and television sites -- all to find better and faster information. These sites provide opportunities for small businesses to market to existing and potential customers with increased targeting and relevance.

In the toolbox, you will find articles, case studies, worksheets, and calculators. Please feel free to use them for your business, and we welcome your comments and personal stories.

White Papers
Research Studies
Industry Data
Websites We Recommend
Case Studies (coming soon)

Why advertise online?

In recent years, you may have noticed a small decline in the response you get from your traditional advertising efforts. It is likely because the audience for your local advertising is moving online.

Online media measurement group comScore recorded an astounding 849 million searches for local businesses in July 2006. That means consumers are searching their local towns and cities for places to shop or services to hire. If they do not find you there, they will probably find one of your competitors.

Advertising on search engines is a necessary component to a well-rounded advertising strategy. It is not meant to replace or compete with other popular forms of advertising; however, advertising on search engines – with the ability to serve users with exactly the information they are actively seeking – is an opportunity to connect to a rapidly growing consumer audience that is ready to transact with your business.

Local search is exploding and marketers everywhere are eager to be among Yahoo! and Google’s sponsored search listings. WebVisible goes a giant step further. Our advertiser’s network reaches more than 95% of search engine users.

Ask.com, MSN, and AOL are surging in popularity with millions of local business searches each day. In addition, Local.com is a growing brand in the local advertising market.

White Papers

“Connecting Small Businesses with the Substantial Search Engine Consumer Audience”
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Research Studies

NEW REPORT: “Why Search Matters to Local Business”. Find out why search engines are now the #1 choice amoung consumers for finding local businesses from which to buy.
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“I searched, I clicked, I contacted...I transacted Measuring a Website’s Ability to Drive Offline Conversion for Local Service Advertisers”
read more

Industry data

90% of search engine users are happy with the results they get. - Nielsen//NetRatings & WebVisible, 2006.

849 million local business searches occurred in July 2006 - comScore, 2006.

80% of all purchases by consumers nationwide are made within 20 miles of where people live and work. - The Kelsey Group, 2006.

63% of Internet users who have made a purchase directly related to a search shop online but purchase offline from a local store. - comScore, 2006.

70% of Internet users have searched locally for a service such as an attorney or plumber. - Nielsen//NetRatings & WebVisible, 2006.

84% of online advertising professionals say online ads better target localized audiences. - American Advertising Federation, 2006.

75% of advertising professionals say online ads better demonstrate ROI, American Advertising Federation, 2006.

$5,000 is the average advertising budget for a small/medium business. - The Kelsey Group, 2006.

For the first time in three years, paid search has outperformed other online marketing tactics in click-through and conversion rates. - MarketingSherpa, 2006.

50% of small businesses have a website and that number is rapidly growing. - The Kelsey Group, 2006.

Websites we recommend:

If you’re curious to learn more about advertising online, there is a wide variety of online resources. Here are some to consider:

http://searchenginewatch.com
The source for search engine marketing.

http://googleblog.blogspot.com
Googler insights into product and technology news and our culture.

http://www.mediapost.com
Home on the Web for media, marketing, and advertising professionals.

http://battellemedia.com
Thoughts on the intersection of search, media, technology, and more.