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October 10, 2004
SEO & PPC Still Lead as Lowest Cost Inquiry Generators
Gone are the days when adding keywords in meta tags to your site produced rankings. Search engine marketing has evolved into a complex and competitive program. It's also profitable—according to a March 2003 report by Piper Jaffray senior research analyst Safa Rashtchy, online search is the most cost-effective direct-marketing method.
The average cost per lead:
- Search is 29 cents
- E-mail is 50 cents
- The Yellow Pages are at $1.18
- Banner ads are $2.00
- Direct mail $9.94
I look at this and say "sure, I can agree with that, but where the hell did they get those Yellow Page numbers from?" I've ranted on that enough before, so I'll spare you in this post.
Another thing I wonder is why Entrepreneur used such old data for a recent article? Isn't there anything more recent?
These #s are the industry faves for search folks. We can't use them enough. Open plea to Safa: please send us updates! The future of search hangs in the balance! Okay, maybe not, but I'm with you, I'd love to see more.
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