19 Mar

Pros and Cons of PPC

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PPC advertising can be incredibly compelling for businesses with limited online visibility and startups looking to target new customers. However, like all digital marketing campaigns, paid advertising also comes with its unique pros and cons. 

To ensure the effectiveness of these campaigns, you need to use multiple search engine marketing strategies so that your money doesn’t go down the drain. Even though there’s no way to guarantee that your target audience will click on your ads, you can increase the likelihood of boosting clicks and conversions by creating highly targeted ads.  

 If you can’t decide whether you should invest in paid digital advertising or not, read the following pros and cons of PPC campaigns

Pros and Cons of PPC Campaigns 

Pros of PPC

Here are some compelling pros of pay-per-click advertising: 

1. Instant Visibility

Perhaps the most significant pro of PPC campaigns is that they offer you instant visibility. Users who search the keywords that you bid on are able to spot your business at the top of their search results. You are guaranteed to draw the eyes of your targeted audience toward your content and website. It works wonderfully well for relatively new businesses with a yet-to-be-recognized online presence and those who are struggling with generating organic traffic. A PPC campaign allows you to give your website an instant traffic boost. 

2. Tight Budget Control

PPC platforms offer you tight control over every dollar you spend. You can set limits on your daily ad spend to ensure that you never go over your budget while attracting visitors to your website. You can also customize your budget based on the ROI your paid campaign is generating. 

3. Targeted Campaigns

Another great aspect of PPC is that you can create targeted ads. With social media ads, PPC Google ads, and similar platforms, you have the unique opportunity to target specific audience segments that you want to reach with hyper-focused ads. 

PPC ensures that you spend your money on targeting people who would be interested in seeing your campaign rather than uninterested users. It allows you to make your ads visible to specific demographics and geographical locations. It even allows you to customize the time of day when your target audience can see your ad. 

Cons of PPC 

Here are some cons of pay-per-click advertising: 

1. No Sustained Visibility 

Even though PPC campaigns take you to the top of search results right away, this instant visibility isn’t sustained. The moment you stop paying for your campaign, your ad will stop appearing at the top. It means that you will not be able to generate any traffic, leads, and conversion through your ad. 

It makes PPC a bit too expensive as a long-term strategy for many small companies. You can counter this effect by pairing your PPC campaign with other digital marketing strategies to boost your visibility, such as SEO and content marketing. 

2. Bidding Wars

Even though PPC provides you with control over your spending, it can be a bit expensive if you want to remain on top of Google search results. For instance, when you are vying for the same keyword your competitors are vying for, it can start an intense bidding war, which can boost the price of the keyword. When a bidding war erupts, remember your budget and favor attracting traffic over winning the war. Only participate in bidding wars that you can afford to win. Otherwise, stick to organic search efforts to generate traffic and wait for a better opportunity. 

3. You Pay for Each Click

Once you launch your PPC campaign, you have to pay for every click on your ad, regardless of where the clicks are coming from. They can be from viable customers. However, they can also come from your competitors or people who accidentally clicked on your ad. Either way, you will have to pay from the click. To ensure that your clicks lead to conversions, keep your content relevant to the search intent. 

 

The bottom line is that the pros and cons of PPC ads vary from industry to industry and based on how you navigate your campaign. They are a great way to gain visibility and lead conversion right away. However, if you’re not careful, these campaigns can leech your money. The key to success with PPC marketing is to remain well-informed and conduct thorough research for each keyword while tracking your campaigns’ results to optimize them.  

Do you need help tracking your PPC campaign results to maximize their efficiency? Visit Marketing Tiki to benefit from our multi-tiered marketing solutions today!