Many Are Searched, Few Are Found

Domain name purveyor, Go Daddy, wants to help small business owners find new customers.
This is why: Seventy percent of households now use the Internet to find local products and services.
Yet many of the local providers of essential services, like barbers, pet groomers and dry cleaners, have a weak Web presence or no Web presence at all. Even so, small business owners can “do it themselves” by pursuing a search campaign on Google. Provided they have the time and the aptitude for such things.
Go Daddy is betting that small business owners do not have the time, nor the aptitude.
The company’s new AdSpace product purports to help small businesses “conquer online advertising without huge investments in time, money or technology. Instead of spending hours to create an effective online ad campaign, AdSpace customers can hand over a few key pieces of information to Go Daddy’s Search Marketing experts and be advertising on the Web’s largest stage within 24 hours.”
Go Daddy’s pricing ranges from $50 to $100/month, or $600 to $1200/year. Mind you, there’s no Web site being built here, just an online ad that gets placed on a “landing page” optimized by Go Daddy’s Search Marketing experts.
How would you advise a small business owner with a tiny budget but a great need to make the phone ring? It’s not a simple problem, but it’s one that most business owners (of every size and type) face.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.