Web Advertising and the Small Business: Do I Need a Middleman?

Web advertising is becoming an increasingly self-serve business, allowing SMBs to run their own web campaigns. Now that anyone can purchase keywords on search engines and pay per click advertising, do SMBs really need a company to help them advertise?

Although the new age of advertising does offer unparalleled flexibility and affordablilty, wading through the sheer amount of options and technical lingo can be overwhelming, and many SMBs still find it worthwhile to have someone to guide them through the process, sift through the options, and find the most effective and economical strategy for their advertising dollar. Techniques such as search engine optimization, and organic SEO though simple in concept, can be tricky to implement.

For the unsure, online ads can be as simple and old-fashioned as the online yellow pages ad. Any business owner familiar with yellow page advertising can wrap their head around this one, but the technique is still the same as print advertising, visibility is determined by the size and placement of the ad. Local search sites like city search add such features as customer reviews, but not much else.

Search engines, considered by many the most effective form of online marketing, also bring a wide spectrum of options and increased complexity along with them. The goal here is the highest rankings, but truly effective search engine optimization is far more than popping up first under a particular search. For example a search for “plumbing” versus “plumbers” or “plumber” can yield far different results. This complexity has created a niche for companies like Emarketed to help SMBs plan SEO campaigns more effectively.

The irony is that as web advertising becomes more accessible to the small business owner, the complexity of effectively running these campaigns increases as well, meaning that at least for the present, SMBs will find themselves best served by consulting these middlemen for their online advertising campaigns.

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