I met with a client today who told me most of their advertising budget was spent on newspaper advertising. I asked him how much business he could attribute to the ads. I also asked how many people are calling his office or going to his website because of the ad. He had now idea. He said they don’t ask their customers how they found out about them or track the performance of the newspaper ad.
So, within an hour, I showed him how we could setup a PPC campaign for immediate results to an ad campaign. We quickly compared keywords that performed better than others for his market and then made a quick ad in Google Adwords. In less than 20 minutes we had our first click! Since we had analytics setup, we could see where the click came from, how much time they spent on the site and even what pages they went to. The customer was never able to do this with his newspaper ad.