The online business world is very different to the offline business world – at least, that’s what many business owners feel. In reality, the two are not so different. Sure, your contact with customers is very different, but in many areas, managing each business is very similar. Business manager from both sides are only interested in one thing – growth in both sales and profitability. Marketing is always a thorny issue – how do you measure the success of sponsoring a local sporting team? For that matter, how do you measure the success of an online social media campaign?
Where the two business models do differ is in advertising. An offline business finds it difficult to measure the success of a newspaper advertising campaign, however, an online business can very easily measure the success of a paid-per-click advertising campaign. Today, there are many offline businesses also engaging in pay-per-click advertising. The conversion is measured in email sign-ups, and ongoing activities such as coupons.
PPC for small business has been a preferred advertising medium for many years now. It’s easy to set a budget, gain statistical data (such as cost per click), and profit per click. Whilst the big spenders can often afford to dominate major search terms, small businesses have the flexibility to react quickly to changes in customer search patterns, particularly when it comes to the longer tail searches. In today’s market place, it has also become more affordable to engage the services of professional PPC consultants to manage campaigns. They can constantly tweak PPC campaigns to return the best possible results for small businesses.
If you’re a small business owner looking to gain further exposure for your business, talking to an expert in the field of online marketing. PPC could be a good fit for your small business, and a campaign could be more profitable than you realize.