If you're a small business or start-up looking to launch a pay per click campaign for your company, you may think you can't afford this type of internet marketing, especially since many paid search management services don't cater for smaller businesses, or require a large minimum spend. There are, however, some internet marketing companies who have pay per click packages specifically tailored for small business budgets, so it's worth shopping around to get a good deal that you can afford. Alternatively, you may want to learn how to run a paid search campaign yourself. It's a valuable skill to have, and although it can be time consuming, can save you money if you know what you are doing. If you rush in without the proper research, however, you will probably make common beginner's mistakes and blow your budget with nothing to show for it, so it's important to take your time before launching your campaign to ensure you are maximising your efforts.
Pay per click, like search engine optimisation, helps companies to get their brands seen by customers searching for relevant search terms. Both these internet marketing techniques boost a website's ranking so that it appears higher up on search engine result pages. Search engine optimisation is a slower, longterm, organic method, whereas paid search is often a quick fix option, providing your business with a short burst of visibility which can be beneficial for temporary promotions or to publicise the launch of a new product.
Small Business Pay Per Click Management
If you require management for your paid search campaign and find a company that offer services for small businesses, ensure that your package incorporates some or all of the following:
- One-off set up costs
- Regular reports and analytics
- Fixed monthly costs
- Optimisation of existing pay per click campaigns
- A dedicated accounts manager
- Keyword performance monitoring
- Budget recommendation
- No minimum spend requirement
On your end, you will usually be required to provide 20 to 30 relevant keywords that you believe to be the kinds of things your customers will search for when looking for your type of business or product. Your pay per click management service should liaise with you to determine the most cost-effective and beneficial keywords and phrases to use in the campaign, so make use of their experience to help make your campaign as successful as possible.
Be careful of some fixed price pay per click offers, as these are not as good as they seem, taking your budget and providing you with mediocre results. Always research your management company to make sure they have experience in the field and are available for support all though your campaign.
Choosing pay per click management for your small business is a great way to kick start your company or get increased visibility for your website or promotion. Couple it with a natural search engine optimisation campaign and a social media marketing strategy for the best results.