Small businesses have far less room to maneuver within their budget than larger companies, making it imperative that they do their research before leaping into a new advertising opportunity. While this is also true of large companies, a small business is going to suffer a lot more for making a mistake when it comes to something like PPC advertising.
Choosing the right company to do your PPC advertising is very important. It should be one that won`t be too expensive and that allows you to experiment without being penalized. A few things to look for include:
Ability to limit spending. For example, AdWords lets you put a cap on how much you want to spend per day. You can set this to whatever your budget allows . . . $1 a day is quite affordable for any business!
Tracking. You`ll need to know exactly how well your various PPC campaigns are performing. This lets you try new ads and stick with the ones that work.
Keyword research. A research tool is very useful and if the PPC company offers one of their own, it`s going to be a lot easier to choose the right keywords.
Easy to use. You don`t have time to figure out something that takes hours to work. An easy to use format is necessary so you can get your PPC ads out there quickly.
Support. If something goes wrong or you have trouble with your account, you`ll need to be able to contact the company 24/7, so look for one that has good support and customer service.
PPC advertising can work very well when done right, but you do need to align yourself with the right company.