Everyone seems to want a piece of the increasing amount of online advertising. Everybody with an internet connection, even if they are not qualified, wants to be a part of Search Engine Marketing and Search Engine Optimization. Most business owners have spoken with me and said they have been cold-called by many of these people.
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With all the competition, how does a local business owner know the difference between someone who knows their stuff and can deliver results and the one who can just put them on Google? It is easy to get your company on Google.
"Are they tracking conversions?"
Although it is nice to be paid for clicks on your website, can that really make you money? Conversions are the most important factor in evaluating your local business's ROI. This is where you can really see if your advertising is generating positive ROI.
"Is the text ad directing the user to your landing page or one of their directory sites?"
Even big search engine marketing companies are still redirecting people to landing pages that they have created, rather than the client's website. This is mostly because they can use a tracking number. This is a bad idea and will result in the loss of all traffic to your site.