An investment in paid search may be beneficial for small businesses, a search engine marketing expert has asserted.

In an article published on Search Engine Land, the president of search engine marketing firm, Christine Churchill, suggested a number of ways small and medium-sized businesses (SMEs) can best utilise paid search in their internet marketing campaigns.

She advised that SMEs should start slowly with pay-per-click (PPC) marketing campaign, as smaller initiatives minimise risk while allowing them to gain a more basic understanding of the workings behind the online marketing technique.

As well, Ms Churchill suggested that SMEs concerned about racking up a large PPC debt may wish to take advantage of the number of safety features usually offered in the control panel of a pay-per-click campaign, such as setting up a daily budget to control media expenditures.

In addition, she said audiences can be narrowed by region so that only residents in a certain geographical area will see the ads, thus avoiding the downfall of opening up a campaign to the wrong target demographic.

Last week, the American Chronicle suggested that pay-per-click advertising, as well as the use of keywords on a company website, can be profitable for small businesses in the long-term.

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