According to a recent Wordstream study, Small-to-medium-sized businesses waste 25 percent of their search advertising spend says WordStream’s cheif tech officer Larry Kim. The biggest problem is that SMBs only tweak their keyword buys only every 90 days or so and don’t spend enough time zeroing in on relevant lead generation tactics.
What’s more, Kim’s firm found that 95 percent of SMBs don’t have a functioning click-to-call button for their search ads, eliminating the opportunity for countless phone leads. “They need to spend at least 20 minutes a week optimizing their AdWords account,” he explained. “If you are a New England insurance company, you should
[buy] ‘Boston motorcycle insurance’ and terms like that instead of stuff that’s less targeted.”
WordStream explored 500 of its SMB search marketing clients in its study, which extrapolates that up to $1.2 billion might be wasted across all brand categories. In addition to SMBs, the company services brands like the University of Colorado and Living Proof, which is owned by celeb Jennifer Aniston.
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