After email, using search engines like Google, Yahoo, or MSN is the second most popular use of the Internet. People research, compare, find, and buy the products and services they want using the web. Advertising using keywords means that your ads appear when customers are searching for you, in other words, when they want to buy.

Find out how many customers you’ve gained, day by day. Search advertising is trackable and results-oriented. With the right tools, you can not only find out how many prospects came to your website, you can follow the entire customer life cycle: customer calls, page views, conversions, coupon and promotion use, and more.

Search advertising is highly targeted—you determine the areas your ad appears in. Only prospects searching in neighborhoods or cities that you have selected will see your ads, so your budget isn’t wasted. Best of all, you only pay if a prospect clicks your ad—you pay absolutely nothing for your ad to be displayed on the page!

A well written search ad attracts customers looking to make a purchase or simply compare pricing online to purchase offline later. Keep in mind, 60% of searchers will click a link on the first page rather than move onto a second page of results. Make sure you’re up front.