Whenever I see a blog post, article or book about PPC (usually Google AdWords) two facts are inevitably mentioned. First, PPC lets you advertise to millions of people right now and second, just $5 gets you started in the next few minutes. The idea is alluring, but is it just a siren’s song?
Why PPC May Not Be For You
PPC is a tool, and like most tools not everyone should use it. Just like you wouldn’t start your riding lawn mower, put it in gear and then jump off to go do the trimming you don’t want to start using PPC, set the budgets and then go do something else. Ask yourself a couple of simple questions:
- Do I have the expertise to install the conversion tracking code?
- Am I willing to monitor my account at least weekly?
- Is there a simple page, with a clear call to action, on my website where I can direct this traffic?
If you can answer yes to all three of these questions I recommend you set up a Google AdWords account and get started. If you answered no to any of these questions, you will need help. Most internet marketing agencies offer PPC management services (the agency I work for, Vizad, can start you for as low as $250/month) and Google has a ton of resources in their AdWords Help Center.
This provides a good starting point to our discussion on PPC for the small business, but I will be spending the next couple weeks blogging about how small businesses can modify their strategy and tactics to compete with the big boys in the PPC game. Please subscribe to my RSS feed here so you don’t miss out.
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Nice article, Robert. Unfortunately, many small businesses are willing to try PPC without considering the quality of their website and its ability to convert qualified traffic.
The biggest obstacle I see on a regular basis with small business clients is the flawed notion that they can throw up any old website and the masses will buy. When it doesn’t happen, they often think PPC failed them when in reality, their own poor website squelched any chance of success.
You can drop a LOAD of money on PPC campaigns QUICK. It’s smart to have a VERY specific plan and a solid way of converting that traffic. Otherwise you’ll spend alot in a hurry and not see results.
Couldn’t agree with you more Sam. You have to bridle PPC just like a wild horse (to borrow the metaphor from Anna Talerico)