Reputation Management

10 Reasons Small Businesses Should Use Paid Search Engine Marketing:

Article by Keith Francisco

1. User-driven -Traditional forms of advertising usually have to get people’s attention when they are not necessarily interested. In contrast, search engine marketing, specifically Pay per Click (PPC) marketing, is an easy and effective way to reach your customers at the very moment they are searching for your offerings.

2. Flexible cost &budgeting -With search engine marketing, you only pay for clicks to your ads. Typically you establish your pay-per-c1ick budget and the amount of money you are willing to pay for a visitor to land on your page. This makes it easy to scale things up or down based on your return on investment or other factors.

3. Wide reach -Paid search marketing is by far the cheapest paid form of marketing that enables you to reach a local, global or nationwide audience in the shortest period of time.

4. Targeting -Most search engines give you the ability to target your market by geography, demographics, by time of day and day of the week. When combined with keyword specificity, unique offers and well-written ads, you can focus tightly on your target market. This ensures that the majority of people viewing your ads are qualified prospects.

5. Realistic for all businesses -Since you control the budget and cost of traffic, PPC advertising allows businesses of all sizes to advertise and reach their target customers. PPC marketing “levels the playing field” for small businesses, especially if your campaign research results in the right keywords. With the right campaign management, your ad can be placed immediately above or below a larger competitor. This effectively allows you to compete without having to substantially outbid the larger advertiser.

6. Brand visibility -Paid search marketing is a great complement to other marketing activities. We have seen that users tend to use a search engine immediately upon seeing or hearing an offline ad (print, television, radio) or reading offline marketing collateral. Search engine visibility via the pay-per-c1ick ad act as signposts to direct people to the website.

7. Immediate results -The research, setup and implementation cycle of pay-per-click campaigns can take place in just a few days, as opposed to natural search engine rankings, which usually requires weeks or months to gain desired rankings. Pay-per-click campaign results are immediate: The day your ad is placed, the clicks to your website begin!

8. Campaign control -You have complete control of all aspects of your campaign. Due to the measurable results of search engine marketing, keywords and ad messages can constantly be tested and improved. The most successful words and messages can be included in your other marketing tools and programs such as marketing materials, your website and direct marketing.

9. Real-time tracking -Metrics such as effectiveness of keywords and phrases, ad traffic generated and ad conversions provide campaign managers with the data to alter campaigns almost in real-time. Unlike a printed piece or mailer, the lag time to judging ad effectiveness is hours, not days, so you can respond quickly to either good or bad performing ads.

10. Measurable -Every click provides valuable answers to your performance questions. What keywords lead users to your website? What ads interest potential customers? How many visitors from those clicks become sales leads? Based in the results of your search engine marketing program, keywords and ad messaging can constantly be adjusted to maximize your ROI.

About the Author”>Big Splash will configure and manage your PPC ads for you, including conducting keyword research, writing the ads and tracking the effectiveness of the ads.

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