Attracting customers is, of course, critical to the future of a small business, as well as being potentially one of the biggest challenges facing an entrepreneur, but Google has highlighted the story of one man who has harnessed the power of internet marketing to turn a hobby into a going concern.
Jay Berkowitz told the official Google blog that he decided to sign up his home-based business selling themed lunchboxes to a pay per click marketing service in 2001.
"By advertising on the internet, I was able to reach interested customers not only in my area, but all over the country," he said.
Because Mr Berkowitz only had to pay for his ads when someone clicked through to his website, he was able to control costs.
Furthermore, he could tweak his campaigns to up his budget during peak seasons – such as the end of school holidays – or to include popular trends with product keywords.
After starting out as a cottage industry, his site now generates annual sales of $500,000 (£328,407).
In related news, AdWords recently announced that its click to call feature, which allows marketers to include a contact number in ads displayed on smartphones, has been extended to national advertisers.
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