Unpicking PPC myths


PPC advertising on Google Adwords and BingAds is now an established marketing channel for both small and large businesses alike however our recent survey called “the digital SME” has highlighted that some of the feedback around this channel was alarming.

This blog will use our data to explore

  • the perception of PPC
  • how PPC campaigns are tracked
  • the main concerns around PPC and
  • how to overcome these concerns

If you are a small business or a business which offers PPC to small business, please tweet us @Latitude_white or get in touch as we would love to hear your thoughts and experiences. From your experiences do you agree or disagree with the results from our survey.




Perception of PPC

Sole traders and very small SMEs believe PPC is not a good investment, does not meet their marketing needs and is unreliable.

However that negative perception is overturned into a positive sentiment once a business grows into a larger SME.

PPC Perception


Why do small businesses (sole traders – 10 employees) do not believe PPC is an effective marketing channel? Maybe they have set up campaigns themselves and made mistakes? Maybe they used an agency which charged a high management fee and did not clearly highlight the value proposition. Maybe the campaigns are not tracked correctly?



Measurement of marketing campaigns

Our survey highlighted that only 34% of small business have measurable metrics to track effectiveness.

54% of small business do not measure their activity but believe they have a general sense! Advertising measured by Gut feeling?





PPC Concerns

Our survey also highlighted the main challenges for small business when buying or considering PPC.

The general consensus was that the main challenges to overcome when selling PPC to small business are

  • High Cost
  • Unsure it will benefit my business
  • No time to manage it


PPC challenges



Overcoming PPC Concerns

Despite these concerns a huge number of small business are still investing into PPC. 57% of SMEs believe PPC is a relevant digital marketing channel for their business. Therefore using the survey data we have produced a number of insights into how to overcome the negative PPC perception when selling this product to businesses of different sizes. This information can be used to tailor your approach and message when approaching sole traders compared to larger SMEs.


When selling PPC to sole traders, focus on education and price. Teach them how it works and make your entry level product affordable with automation.

Sole Trader


When selling PPC to SMEs with 2-10 employees, focus on education and trust. Teach them how it works and offer a dedicated point of contact. Research engagement and trust levels when selling face to face compared to telesales.

 2-10 employees


When selling PPC to larger SMEs with 10-50 employees, focus on trust. Maybe assign a dedicated account manager/client service rep rather than a generic contact number.

10-50 employees

Finally, when selling PPC to very large SMEs with 50+ employees, education and price become the main driver. This is interesting as the results are very similar to sole traders. Maybe established businesses can now invest into a full time marketing department that is focused on knowing the granular detail of each campaign and are looking the best value in terms of management fee.


51 employees