PPC 101: The Pros and Cons

Finding a unique way to advertise your business online is very important. Those that have a successful strategy to market their online presence will drive more visitation to their website, which ultimately will lead to more revenue. One strategy to consider today is pay-per-click, or PPC, advertising. With PPC advertising, you will be able to place an advertisement on another website and then pay a fee whenever someone clicks on the ad. If you are considering PPC for your website, there are a variety of pros and cons that you need to consider.

Pro – PPC Results Start Immediately

One of the main benefits of PPC is that you will start to see the results immediately. When starting many other types of marketing campaigns, the results will not start to come in for quite some time. This can make it hard to judge success without waiting patiently. With a PPC campaign, you can be assured that your advertising is working almost immediately. As soon as the link and ad goes live, the clicks and results will start to come in.

Pro – Return on Investment

Another advantage of PPC is that it can provide you with a great return on investment. When you are looking to start a new PPC campaign, you will essentially only pay for ads that are successful. Since your cost is based on people that actually click on the link and come to your website, PPC ads are cost effective and very efficient. This could ultimately help to save you a lot of money and allow you to stretch your marketing budget as much as possible.

Pro – Ability to Adjust

In the online world today, you need to have as much control over your ad campaign as possible. This includes needing to be able to react when things are not going in your direction. With PPC ads, there is a very minimal level of commitment. Since the results of a PPC campaign can be assessed very early on, you will be able to make changes to it quite quickly.

Con – Not Always Effective

While there are plenty of advantages that come with setting up a PPC campaign, there are some negatives that you need to be aware of. One disadvantage that comes with a PPC campaign is that the clicks will not necessarily result in sales. While you may be able to place good ads strategically, you still need to do a lot of work when it comes to figuring out where to place the ads. This will help to increase the chances that your target customer base is seeing the ads, which will increase the chance of sales and return visitation.

Con – Junk Traffic

Another concern that you need to be aware of when setting up a PPC advertising campaign is the risk of junk traffic. If you have direct competitors out there today, they could be motivated to click on your link repeatedly to artificially improve your click rate. Because of this, you need to continue to be diligent when managing your PPC ads. This includes paying close attention to the sales conversion rates to ensure clicks are turning into sales.