PPC Pros and Cons: Dispelling the Myths
PPC Advertising is one of those things everyone has an opinion about. The fact that the inner workings of Google AdWords are so secretive and that it can be complicated to manage a campaign makes PPC a target for skeptics. The thing is that the world of PPC isn't small. There are numerous different ways to do it and each different option needs various things to work. The aim of this article is to give you a clear picture of the benefits and drawbacks of PPC so that you can decide how to take care of your advertising needs.
Con: It's Not Enough By Itself
Simply put, PPC alone isn't enough. PPC is a good way to quickly and easily find your market and display ads to it. However, you'll need a sales team and/or a solid website to turn leads into sales. You might even need to take an extra step to make it all worthwhile, such as a remarketing campaign. Even though this really isn't a negative aspect of PPC itself, it is a consideration for every business that uses it.
Pro: The Results Are Quick.
Compared to SEO (and traditional forms of advertising), PPC gets results quickly. It may take a week or a month to prepare your campaigns and landing pages but once everything is in place, you're ready to convert immediately. From then on, it's a matter of optimization.
Compared to SEO, PPC is quick and direct since you can target consumers who search for your product or service and are in need of it at the time of the search. SEO can help you reach your market but it takes a lot of work to make it happen. There are numerous criteria you need to pay attention to, such as URL format, keyword density, and the list goes on. Only when Google (meaning Google's algorithm) likes the way you do things will it provide links to your website often enough and prominently enough (on the first few pages of search results) to generate significant traffic for you.
Google has a soft spot for well-established websites. You might not be able to get the results you want as quickly as you want if you have a newer domain. While you're working towards getting the attention of Google's algorithm, which could take several months, you could be advertising with PPC and reaching consumers almost right away. But there's a price to pay...
Con: It Can Be Expensive
There is a downside to the short time in which you can generate revenue using PPC. You'll pay a premium for those quick leads and sales. Of course, whether its too expensive or not depends on your profit margin, and there are always options to bring costs down. Many advertisers run remarketing campaigns or build email lists via PPC in order to squeeze revenue out of their ad expenditures, for example.
Pro: The Results Are Highly Measurable and Targeting Is Precise
One of the nicest things about PPC is that it puts all kinds of metrics at your fingertips. You can keep track of click-through rate, conversion rate, impression share (how often your ad shows vs. competitors' ads) and lots of other numbers right inside AdWords and other platforms. This makes ROI available on almost a real-time basis. You also have lots of options for targeting. You can target using search queries, as we mentioned before. You can target using interests or social media data, as well. What you can use depends on the ad platform and campaign type, however.
Con: Some PPC Applications Are Complicated and Time-Consuming
We could write a book on the different PPC applications and their features but we'll just keep this short. AdWords, Bing Ads and similar platforms are not simple or user friendly. Other options, such as Linkedin Ads and Facebook Ads, are a little simpler but still require some training. Not having time to learn how to run a PPC campaign could be an obstacle, which is why many companies turn to ad firms or freelancers for help.