Leery of Paid Search? You’re Not Alone, Says Microsoft
If you’re a small business owner, you’re probably a bit leery about undertaking a paid search campaign such as Google AdWords. Even if you’ve engaged the services of an Internet marketing company, you may think that paid search beyond your means. If so, you’re not alone – at least according to the results of a study recently released by Microsoft adCenter.
The company’s press release said, in part:
The findings indicate that a majority of the small businesses surveyed invest in developing Web sites, but fail to take even the simplest steps to enhance their online business presence. The study revealed that 59 percent of small businesses with Web sites don’t currently use paid search marketing, and of those, 90 percent have never even attempted it.
Surprisingly, seven in 10 small-business owners who participated revealed that they would rather try to do their own taxes than start a paid search marketing campaign.
It went on to say:
Despite the lack of investment in paid search marketing, the weakening economy and increased competition, nearly nine in 10 (86 percent) small-business owners surveyed felt that they could be missing opportunities to grow their business, while three in four believed prospective customers could be searching online for the type of service their business offers. Although most do not embrace the practice, the 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.
Among the participants’ chief concerns, most cited the common misconceptions of cost, time and complexity as major hurdles to conducting search marketing campaigns for their businesses. Other key insights included the following:
* 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.
Not surprisingly, Microsoft’s take is that more small business owners should engage in paid search campaigns. Nonetheless, those who are experts in Internet marketing outline a number of equally effective, less expensive strategies that can achieve the same results.