By Lisa Barone
Well, this is sad. A new study from Borrell Associates found that nearly 60 percent of small business owners quit their local paid search campaigns within 6 months of starting, saying they are unhappy with the results and can no longer justify the costs.
Ouch. What’s going on?
I think there are a couple of reasons for the sour stats.
First, SMB owners are unsure of how to run a paid search campaign so they purchase their ads from overaggressive resellers. These resellers sell them on “guaranteed click” programs, making big promises about what they can offer, and then fail. The SMB owners, no longer able to justify the investment and high click costs, are forced to back away and abandon their paid advertising campaigns almost immediately after they start.
Covering the story, the Wall Street Journal explains: (more)
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