When it comes to small business advertising on the Internet, organic search engine optimization may be out of your budget. I recently talked with a friend and small business owner from Philadelphia who had a very limited budget and was faced with the decision hire a firm he knew nothing about and either get a good deal, or become victim to one of the most common SEO scams on the web, which is a firm that requires a full payment up front before doing any work. My advice to him was to either find a pay per performance internet marketing firm like Reciprocal Consulting, and invest a little more, or try out a Pay-Per-Click campaign.
The general advantage of PPC over SEO is the level of control you have over keywords and the bids on them, but for a small business, the real beauty of that control is the ability to target local Internet users only. In my friend’s situation, he runs a small business in the greater Philadelphia area, so initializing an SEO campaign which would be seen by users all over the country would make less sense than a geo-targeted PPC campaign.
Setting up geo-targeting in Adwords is as easy is checking a few boxes in the Campaign Settings. For those running a content campaign, which is a good idea if you have a little extra ad money to spend, geo-targeting is available on the content network as well.
When in doubt, just ask an Internet Marketing firm like Reciprocal Consulting to explain PPC to you.