In today's print issue of USA Today, Byron Acohido reports on the trend of big search engine platforms (Google AdWords, Microsoft AdCenter, etc.), whose bottom lines depend on selling ads linked to search results — they are pouring millions of dollars into initiatives to help small and medium-sized advertisers (SMBs) make the leap to pay-per-click (PPC) advertising.
In the article, I argue that it's all too common for small advertisers to waste money on poorly executed campaigns.
Typically, they don't re-evaluate and optimize their campaigns, and therefore miss out on the opportunity to leverage a powerful marketing channel to grow their business.
Read the full article, "Big search companies woo small businesses," in USA Today!