SMBs Struggle to Understand Paid Search Marketing
Dec 17
Microsoft revealed a study today that offered some insight into SMB paid search marketing behavior, and more importantly, their thoughts on the topic. The study showed that most SMBs still struggle to understand paid search engine marketing, and many had fears about price, ROI and time commitment. Some key findings:
- Nearly nine in 10 (89 percent) feared keywords may become too expensive.
- Eighty-one percent questioned if paid search marketing is the best use of their marketing budgets.
- One quarter of respondents believe paid search marketing is too complex.
- Twenty-one percent thought it would be too time-consuming.
- Thirty-five percent felt they would need an agency to help set up a search marketing campaign.
But despite their fears, most small business owners felt they were missing an opportunity:
- Nearly 9 in 10 (86 percent) of small business owners surveyed felt that they could be missing opportunities to grow their business
- 3 in 4 believed prospective customers could be searching online for the type of service their business offers
And most importantly, the vast majority of SMBs who do use paid search marketing as part of thier overall marketing strategy were…..HAPPY:
- Small-business owners who use paid search marketing are very satisfied, as 72 percent reported an increase in sales inquiries and 68 percent consider their paid search marketing efforts successful.
Clearly, when it comes to small businesses and SEM, the word to remember is “EDUCATE.” All of these fears can be overcome by educating SMBs on the paid search marketing process and defining metrics for success.
