Gold Mine Found in Web Searches from Reuters has some nice stats at the end
comparing search to other forms of advertising, from a cost per lead perspective. Citing Piper Jaffray, is says the cost to acquire is $8.50 for search, $20 for yellow pages,
$50 for online display ads, $60 for e-mail and $70 for direct mail. Cost for television leads were not covered.
Search Cost Per Lead Cheap Compared To Other Ads
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