Small Business Internet Marketing – Pay Per Click Advertising is Just The Beginning

Posted on | October 20, 2009 | No Comments

It seems that a lot of small business internet marketing services focus mainly on Pay-Per-Click (PPC). This is a mistake for several reasons…

You see, while local PPC is the best place to start to organize an online campaign, it shouldn’t be your only strategy. The old saying, “Don’t put all your eggs in one basket” comes to mind. Counting on Google for your entire online marketing campaign isn’t much of a business model. If they change anything — which they are notorious for — you’re whole online campaign is sunk. Not good.

However, PPC campaigns are a mountain of information for a smart marketer. They will tell you what is effective in terms of keywords, creative, copy and much more. With this information you can scale your campaigns into SEO and offline strategy as well.

For instance, let’s say you run a PPC campaign. First, you split test ads for the highest click-through-rates (CTR). At the same time you test landing page content for best conversion rates. And then you can focus on what keywords are generating you the best ROI.

With this information you can focus efforts on optimizing special landing pages for your best keywords. In a matter of months using SEO strategy you can dominate these keyword phrases and enjoy high quality traffic from natural search. What’s nice here is the fact that through PPC you have already fine-tuned your landing pages for maximum conversion.

Now you can take these working models and test offline marketing strategies to increase traffic. What’s more, you can use the ads, sales letters and overall marketing strategy from your proven online campaigns and replicate them for offline marketing in print, direct mail, radio and more.

And don’t forget, once you have your website up and running, and your online presence tested and proven, you can advertise your web address in all your current marketing efforts.

As you can see, a website can do a lot for your small business if you focus on PPC as a tool instead of just a sole marketing effort.

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