Small businesses hiking online advertising spend driven by content

The latest report from Webvisible indicates that the advertising spend of small and mid sized businesses is on the rise, up 160 percent from last year, driven by greater conversions achieved through content.

The findings from the report clearly indicate that small businesses can use content as an effective tool to take their business to the next level. The more relevant the content a company provides, the more the opportunities it has to establish a connection with each potential buyer.

The findings of the State of Small Business Online Advertising Q2 2010 show that the average small business advertisers spent $2,231 on search advertising in the second quarter of this year. This is a 1.4 percent growth over the previous quarter and 159 percent growth over the same period last year.

Going by the latest trend, the ad spend may continue to rise thanks to consistently increasing conversion rates. The research shows that nearly half of all clicks (43 percent) resulted in web conversion, up 22 percent over the first quarter of 2010 and 39 percent over Q2 2009.

The highest conversion came from paid or organic search results that offered users interesting content.  The findings of Webvisible were further substantiated by a report from the Bloom Group which demonstrated that research-based content was common to businesses that generated more than 30 leads per month.

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