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Tips to Launch a Small Business Paid Search Marketing Campaign

PR Newswire Association LLC (PR Newswire Association LLC) - 24 October 2015

NEW YORK/PRNewswire/ -- For a small business owner who is looking to increase visitors to their website, pay-per-click (PPC) advertising is an inexpensive way to grow their online businesses fast, and in a controlled and profitable manner. PPC also provides a big opportunity for rapidly reaching potential customers, but there are a few tips to keep in mind when launching your first paid search marketing campaign.

Brad Shorr, contributing author to PR Newswire's Small Business PR Toolkit, believes companies can make a grievous error when they dabble in paid search without a strong strategy in place, and in his latest post offers a few paid search tips for beginners.

PPC Economics 101. Shorr recommends that the first two key considerations to think through are the click-through rate (CTR) and the conversion rate. Your CTR is the percentage of people who click the ad after seeing it and your conversion rate is the number of people who placed a phone call or submitted an online form after clicking through to your landing page.
What is the value of sales lead? Determining the value of a sales lead is typically based on the conversion transaction value, but Shorr proposes that companies should consider the lifetime value of a company into the equation as well.
Next steps. After determining if the fundamental economics of PPC make sense for your organization, Shorr believes that a 6-12 month trial campaign will provide enough data to determine if this a viable tactic for your marketing strategy.
For additional tips on paid search marketing for beginners, read the complete PR Toolkit article here:

PR Newswire's Small Business PR Toolkit is a comprehensive resource that provides small businesses and entrepreneurs the tools to develop an affordable public relations and marketing plan that helps generate interest from potential customers, engage with key audiences and grow their businesses. The toolkit features relevant content such as informative white papers, interactive webinars and how-to articles and premium access to educational resources, as well as the opportunity to take advantage of special offers designed specifically for small businesses. To request information on how PR Newswire can help your small business, click here. You can receive updates on new Small Business PR Toolkit content by following @prnsmallbiz on Twitter.

About PR Newswire  
PR Newswire ( is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content -- from rich media to online video to multimedia -- and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

Amanda Eldridge
Director, Strategic Channels

SOURCE PR Newswire Association LLC