Are Small Businesses Improving Their SEO Efforts and Making Money Through Pay Per Click Campaigns?
Many small businesses rely on pay per click marketing to keep their businesses alive and to help improve their SEO efforts. However, studies have shown that many small businesses don’t have the time or employees to properly manage these campaigns. In fact, it has been shown that many of these small businesses are actually wasting twenty five percent of their budgets that are set aside for pay per click marketing. One of the issues is that not enough of the businesses have conversion tracking installed on their landing pages and many don’t have the time to do the follow up required. Below are some other reasons why these campaigns are not working out or why businesses are wasting their money.
Lack of Understanding
Not only do small business owners lack the time to handle pay per click campaigns, for some it requires an eight hour workday at least five days a week, but they have a lack of understanding of the process. There are so many changes to AdWords that it is very difficult to keep track of all of them. Also, why business owners understand the basic concept, they do not understand whether their own performance is actually doing well because they do not have anything to base it on. These business owners could be doing much better but because they don’t know they are losing money they don’t bother to look into their options.
How Small Businesses Can Better Budget Their Pay Per Click Campaigns
This is very important for any small business that wants to make more money through their pay per click campaigns. The first thing that is needed is a true cost per lead that is relative to other channels. This means getting the most money out of the available marketing spending limit. This may mean spending more over the short term to make more money over a longer period of time. Another issue is the cost per lead that is relative to the average value. This can be more difficult to ascertain such as researching how many leads it takes to generate one sale so the business owner can figure in the value of the sale versus the cost of the lead.
What Should the Priorities be for a Small Business PPC Campaign?
Any company that wants to have a successful PPC campaign needs to understand the eighty twenty rule. This means that eighty percent of your marketing budget should be spend on one or two huge campaigns and the rest can be delegated to smaller ones. Choose the campaigns that offer the most return for the majority of the budget so you can be assured that you’ll get a return on your investment. If only twenty percent of your budget is spent on small campaigns then the loss is not as much if these strategies do not pay off.
Any small business that wants to be successful needs to have a pay per click campaign of some type set in place to help with SEO efforts. Just make sure that you allow for the time to get these campaigns up and running and that you understand all the ins and outs of it.