There are two excellent general-interest articles in today’s San Francisco Chronicle by Ilana DeBare on using the pay-per-click search engine advertising (Google being the most prominent). In general, I think the successful practitioners show that it can be a very cost effective way of getting qualified customers, but to do it right, it takes a significant degree of expertise and oversight.
Sales prove elusive: Emeryville gourmet chocolate company has a rough go of it
Narrowing Online Market Focus
Keywords are key: Small businesses find pay-per-click ads can be economical tool
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