Pay-per-click (PPC) marketing is an incredible asset to many marketers out there. If you’ve never heard of it, then read that name again and you’ll understand what it is.
Yep, it’s that simple. PPC marketing is a type of search engine marketing where you only pay for the amount of clicks you get on your site. Google will index your site in the top or side portions of the search engine results and will charge you when potential customers or subscribers click on your link.
It’s a great weapon in many marketers’ war chests and you may be thinking about adding it to yours. Good choice! However, there are definitely some things to think about before getting on board with the PPC train. In the below list, we’re going to go through some of the pros and cons of PPC marketing to give you all the information you need to make the best choice.
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The Good News: The Pros of PPC Marketing
- Right, so the first pro is a pretty good one for all of you marketers with a strict budget. Using PPC gives you the freedom to set your budget. You can tell Google Adwords that you want to spend “x” amount and you won’t be charged over that amount. This is perfect if you just want to try out PPC and are unsure of whether you want to make it a core part of your marketing strategy.
- Secondly, keywords are the key to success with PPC. With Adwords, you have the ability to choose which keywords you’re targeting. For example, if you sell phone cases, you can tell Adwords that you want to target people searching for “phone cases” or “custom phone cases”. After your ad, has started, you’ll be getting a flow of people who are already interested in the product you’re selling, increasing your conversion rate and the money flowing into your pocket.
- Thirdly, PPC is fast. With other tools, you may have to wait a much longer time to see the results coming in. Not with PPC! When you create an ad with Adwords, you’re going to see real-time that results come in super quick.
- Fourthly, specification is the name of the game with PPC. When you set up a PPC campaign, you’re able to specify a specific region that you’re advertising to. For example, if you have physical stores in California and your main goal is to bring people into your physical stores through your website, you can specify that your ads should only be seen by people searching in California. Magic!
The Not-So-Good News: The Cons of PPC Marketing
- Firstly, on the con side of things, you could easily get into bidding wars with some of your competitors during a PPC campaign. This is especially true if you choose keywords that are pretty common in your industry. There are plenty of people out there doing PPC campaigns and it could lead to a scenario where you continuously pump in money just to get the top spot in the advertising section.
- Secondly, because of the nature of PPC, you’re charged for every click. However, some keywords are going to cost you more than other keywords. And that can mean depending on your industry, you might spend a lot more than you wanted to. Check out your major keywords in Adwords to see what kind of costs you’ll be looking at.
- Thirdly, there’s the chance that you might become a victim of click fraud when your competitors or others create “ghost clicks” that drain your budget and really damage your campaign.
Overall, PPC is a fantastic tool that many digital marketers use to grow their online business. However, as mentioned above, there are some cons to keep in mind as you launch your PPC campaign. Read up on the tons of articles out there on PPC to really understand what you’re getting yourself into.