26th November 2007
Small and medium-sized businesses (SMEs) are not making enough use of search engine advertising, according to new reports.
Online magazine the Smart Company claims only one per cent of small to medium-sized businesses in Australia are using paid search as a means of advertising, compared to nine per cent in the US.
"It surprises us this is so low given that it is so highly effective," said Steven Power, chief executive of ReachLocal.
He also explained that many companies waste time and money by buying the wrong words. As web users become more advanced in finding exactly what they are looking for, businesses need to adjust their marketing skills to keep up, he advised.
Frost & Sullivan online researchers claim that paid search advertising made up the largest share of online advertising spending in Australia during 2006, according to the magazine.
Search Engine Watch reports that businesses are missing out on potential customers because they are not factoring in search engine ranking when building their company website.
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