A friend recently presented me with a tiny kitten she and her daughter rescued from a busy intersection. This kitten was not particularly adept at walking and would occasionally fall over, but she kept trying, using her tail to keep her balance and become more skilled at walking. I can hear you ask: What in the world does my new kitten have to do with paid search for small businesses? As I observed the kitten’s progress, I found myself comparing her transformation to that of a small business venturing into paid search marketing for the first time. Small businesses, like the kitten, need to start slow, practice, and use their tails (their tail words, that is) when starting out in paid search. In this article, I’ll explore some of the obstacles that keep small businesses from venturing into the paid search arena. I’ll then recommend a series of initial first steps you can take to gain confidence and proficiency using this advertising venue. Myth versus reality In talking with small business owners, one theme I hear repeated frequently is that small businesses are afraid of investing and losing their life savings in paid search. They’ve heard horror stories. They’ve found…
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