It’s Online Ads For Small Businesses

USAToday: “Heat-resistant coatings,” “high-temperature adhesives” and “machinable ceramics” aren’t even in the same league as “Britney Spears” when it comes to popular Web searches.
But for Aremco Products Inc. of Valley Cottage, N.Y., they’re golden.
That’s because the customers for Aremco’s high-temperature coatings and adhesives are typing those words into search engines such as Yahoo! and Google.
To make sure Aremco’s Web site comes up when they do, the company bids from 50 cents to $3 to be part of the list of “sponsored” links that appear above and to the right of the primary search engine results. Aremco only pays when a potential customer clicks on a link.
Peter Schwartz, president and chief operating officer at Aremco, said he started placing search ads more than a year ago and is spending a couple of thousand dollars a month on the promotion.
“I can’t tell you that we get an extra million a year in business, but our order frequency is up 20% to 30%,” Schwartz said.
The online ads are taking the place of advertising in an annual industrial directory and dozens of monthly trade magazines for engineers eager to buy adhesives and coatings that can withstand 3,000-degree temperatures for use in hair dryers and halogen headlights.
Smaller companies find online ad niche [USAToday]