1) PPC is fast.
When running a business, time equals money. If you solely rely on SEO to gain traffic and leads to your business, it will probably take months before you get to see the results. On the other hand, PPC allows you to gain traffic in a matter of days, if not hours.
2) PPC allows you to target precise audiences.
The amount of targeting that a PPC campaign allows a business to perform is, to be honest, is amazing. You can target people, who use a certain device, be that a pc or a mobile device. You can target people who us a certain browser if you want. On top of all this fine-tuning and targeting, you can select when to run your campaign, not just days, but also the time of the day you prefer your ad to appear. All of this means that you can get high quality leads when you know exactly who your audience is.
3) Easy to calculate ROI.
Conversion rates can be quickly measured through simple analytics. This makes an effective PPC campaign very easy to justify compared to other forms of advertising, backed by data that proves the amount of clicks and clickthroughs.
However, not all is perfect in the world of PPC; in fact, there are some drawbacks.
1) PPC can be expensive.
When it comes to the cost, you can burn through your budget quickly either if you bid on the wrong keywords, because they aren’t profitable or because they had high levels of competition. Remember as the name states, you pay for every single click your ad receives, meaning that many of those clicks will most likely not turn into a sale. Don’t worry though as you can set limits so this doesn’t happen to you.
2) PPC doesn’t last throughout time.
Once your campaign is over, it’s over. You will slowly start to see your traffic decrease from very good levels and most likely go back to ‘normal’. That is why it is important to use a mix of PPC and SEO, as the latter works in the background and you can see the benefits a long way down the road, even after many months.
3) Internet users are sceptical of advertising.
People are more and more sceptical of advertising. When someone sees a sponsored ad or website, they immediately know the end goal is to sell them something. Most of the public doesn’t like to be sold products 24/7 or have advertising forced upon them. So remember, if you’re using PPC as your main marketing strategy then beware of the negative customer reaction you could get.
Understanding PPC is therefore essential. What are the right levels of targeting, when should the campaign be run, how do you allot right amount of budget? If you are able to get all these right and use PPC to its fullest potential, then it can be a very powerful tool for your business. DO you agree with the strengths and weaknesses of PPC we identified?
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