After a 3 hours meeting with one of the most successful search engines for real estate in the UK, I realize that UK is the European answer to US in terms of performance based marketing.
A week ago one of our customers, a nation wide car rental service, were looking at their call stats from their market spending in Yellow pages. They were very satisfied with the volume of received calls, but the number of missed calls was also too high.
Yesterday I was going through some of the statistics we gather from our search engine customers. Many SMEs limit their Online Advertising budget to Google and their AdWords offer. Hence, are all potential customers only using Google? Our statistics show that Global search engines are used for information gathering, which we all already new. However, when you have made your decision and want to proceed with you purchase, local search engines are used to find a service provider near by you, offering the product you want to purchase.