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How Kelly Services used local search to cut costs

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“We started in the latter part of 2006 to research how our paid search advertising, Internet Yellow Pages and local listings are all accurate everywhere. A ton of people look us up, but it's a highly local activity. We have 600 locations across the U.S. We decided to go with the large local search marketing agency TMP Directional Marketing and focus on paid search across all the major search engines and advertising on the two main Internet Yellow Pages sites, Yellowpages.com and Superpages.com. We also ensured that all local branches across the country were listed properly. After two years, our conversion rate is often above 2%, compared with the industry average of 1%; and we've seen our cost-per-conversion shrink in half.” —BRENT MCCONNELL, director of e-business, Kelly Services
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