Selling the concept of PPC to the un-initiated is tough. The value proposition is complicated and requires a lot of explaining and proof. Simply telling businesses that you can get more customers, more economically from PPC doesn’t seem to work. I know, I’ve tried.
Microsoft recently commissioned a small report on this and found that whilst businesses understand the need for a website, they still fail to understand the need to drive traffic to it.
73 percent surveyed would rather do their taxes than start a search marketing plan
It’s very common for business websites to be built with the mentality that people will discover it and love it. This is far from the truth, the shear number of sites online mean that ANY new site will have a seriously tough time reaching its market without some kind of marketing spend.
Andy Beal covers the same report over at Marketing Pilgrim: Small Business Don’t Get It–Still Failing to Invest in Search Marketing.
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