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One of the main points in the report: Even though small businesses are (understandably) focusing most of their advertising on Google AdWords, there may be a bit of an untapped opportunity in Bing. AdWords advertisers through Pricing Engine saw an average clickthrough rate of 2.4 percent (compared to 2.3 percent on Bing), but the price for those clicks was lower on Bing, which saw a cost-per-click of $1.10 (versus $2.40 on AdWords). Pricing Engine also said stores were the biggest category in terms of number of accounts (17 percent of the total), while digital services firms were the biggest spender on AdWords, with an average monthly spend of $3,200 per month.
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Pricing Engine: How Very Small Businesses (VSBs) Use Search Engine Marketing- - - - - - - - - - - - - - - - - - - - - - - Straight from our Secret Labs to you!
Simply Improving Digital Advertising
Very Small Businesses (VSBs) (and Enterprises that Serve Them) Need Help with Digital Advertising
Pricing Engine Helps VSBs Understand, Improve, and Expand their Digital Advertising
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1 2 3Create Account Connect Data See Report Card
& RecommendationsInstantly
Single Dashboard, Easy to Understand Report Card
& Simple Action Items
VSB’s can deploy and manage campaigns in one place, with best practices built-in
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• Create ads across multiple channels
• Easy to read Report Card
• Peer benchmarking
And now, the data…With our thousands of users, what are we seeing?
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• Based on thousands of accounts but…– Self-selecting so inherently biased– Small samples when diving deeper– Extremely broad range of activity and
spend – so outliers removed– Some professionally managed, others
self service
IN SHORT – FOR REVIEW ONLY!(at least for now)
- - - - - - - - - - - - - -But first, a word about the data
Biggest Industries Retail / Home Services / Food Establishments
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Top Five Industries
17%
15%
11%
10%7%
40%
AdWords Avg. SpendOur digital services accounts, perhaps because they are native to the web, spend the most on search
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- - - - - - - - - - - - - - -AdWords Avg. CPC and CTRUnsurprisingly, the highest CPC’s correlate with high value lead industry segments
AdWords vs. BingAlthough most accounts only spend on AdWords, Bing appears to be more efficient for our users
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81%
19%
Number of Accounts
Avg. CPC Avg. CTR
$89.59
Thanks!Now, let’s
talk…
Pricing Engine Makes Digital Advertising Easy for VSBs (and Enterprise Partners that Service Them!)