NewswireToday - /newswire/ -
Valencia, CA, United States, 2010/06/15 - “Costs of certain key words are skyrocketing, with some words going as high as $100 per click” said BusinessWebAds. These high stakes will inevitably price some search businesses out of the market—but there could be a silver lining for them.
Searches have become a standalone strategy for many businesses, because it’s easy and it works well. But companies have long been warned against putting all their eggs in one basket, with any single approach or channel, because having a well-rounded program—for example, with email, social media, search, and display marketing—will necessarily reach a bigger customer audience.
It’s ironic, because display advertising used to be the exclusive playground of bigger businesses. But as technology has advanced it has eliminated much of the cost and complexity of display advertising.
The price of all those desirable keywords is giving smaller businesses less and less return on their search- spending. Keyword search has turned into a competition for companies with big budgets many times out bidding smaller businesses out of the market all together or having to make do with a smaller pool of keywords that they can afford.
This is a great time for smaller companies to exploit the overlooked benefits of display advertising. With so few businesses currently using banners, companies won’t encounter the same level of competition they face on search engine sites, as display ads have a nearly endless number of placement options.
Banner ads also give businesses the unique ability to add logos, and other branding features not available in search, which are proven to drive brand recall and future purchases. BusinessWebads.com, “expects 2010 to be a banner year for them”.
It is important not to neglect long keywords, i.e. those that include 4 or more keywords. When users perform a search they seldom search by single words but use a combination, for example "businesses in Los Angeles".