Because PPC ads deploy immediately, they are a fast way to boost traffic, and to test how well different page designs convert visitors into buyers. Paid ads should be considered as part of your promotional mix, especially for highly-focused keywords, or to go beyond the geographical reach of local search methods.
But use caution: Small businesses may not well-served by the juggernaut of companies re-selling paid ads services from the big networks: Google, Yahoo, Bing, etc. Resellers are often compensated on customer acquisition and ad spend, not campaign effectiveness.
Your conversion costs may be higher because the reseller has to make a buck too. On the other hand, they may have tools to optimize your campaign to save money overall. Do they have deep experience with your industry, and pay enough attention to important execution issues like polished ad and landing-page copywriting? Can they demonstrate profitability? Maybe, you must find out — those are key factors in a successful campaign.
The alternative is to run your campaign in-house. Doing so makes perfect sense if you like to stay close to your marketing money and the skillset is available.
Did you know . . .
Most owners will be better served in the long run by limiting dependence on paid ads, and putting more emphasis on local search optimization, content creation, and communicating with customers.
Here's what local businesses and professional practices need to do: