I agree 100%, every business should spend all they can on Adwords before you spend a dime advertising anywhere else. You can tailor your campaigns for specific regions (it's not perfect, but close) and advertise to anyone searching Google or one of their search partners. Experiment on content pages, but create a seperate campaign, so you can enter lower bids to start with. The content ads are a little more hip-slinging than search.
You also need to redesign your site to take advantage of those clicks. There are a lot of ways to "generate" a lead from your "click"-- newsletters signups, contact us, telephone numbers, directions and locations are also ways to generate the leads.
Measurement is the most important aspect. Adwords has some analysis but Google Analytics is one of the best applications. It allows you to add up the money you spent on clicks divide it by the number of conversions and you end up with your Cost Per Customer. If your cost per customer is less than average lifetime profit of a new customer, you are coming out ahead.
Adwords is really interesting and they seem to come up with more and more control over where and when your ads run every day. You can now run your ads just during business hours. This prevents fraudulent clicks from other time zones, since they are likely asleep.
There is no more qualified viewer of your advertising than someone who just sat down and typed "embroidered shirts yourtown, usa" or something similar. They are looking for you, spend money to let them see you.
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Originally Posted by tompainesbones
I'd recommend looking at Google Adwords, if you have fairly specific keywords especially local - it can be quite cheap and you only pay for clicks.
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