Microsoft released last week a survey of 400 U.S. small business owners examining their search marketing behaviors. In the survey, 7 in 10 small business owners revealed that they would rather try to do their own taxes than start a PPC campaign!

Other findings from the study:

• 89 percent feared keywords may become too expensive.
• 81 percent questioned if paid search marketing is the best use of their marketing budgets.
• One quarter of respondents believe paid search marketing is too complex.
• 21 percent thought it would be too time consuming.
• 35 percent felt they would need an agency to help set up a search marketing campaign.

Quoting the survey - “These opinions run counter to widely held marketing industry views on paid search marketing, which recognize the practice as one of the most cost-effective, easy-to-use, measurable and accountable forms of marketing”

Our view is that pay-per-click advertising is one of the most effective marketing opportunities available to small business. However, it has become too complex for the average business person to implement effectively. The comparison of doing your own taxes to starting a PPC campaign is appropriate, as both activities should be done by someone who knows what they are doing.