About 79% of marketers believe pay-per-click (PPC) advertising is hugely important for their business. If you’re looking to promote your business online, PPC ads could allow you to reach the audience looking for your type of products or services.
Generally, PPC ads operate straightforwardly in that you only pay a certain amount when a person clicks on your ad. However, like all other online marketing strategies, PPC has various pros and cons that you need to understand before diving in. Read on to learn more!
Pros of PPC Advertising:
There’s a reason why PPC advertising is one of the most popular digital marketing strategies. Some of the PPC pros include the following.
PPC Is Highly Targeted:
PPC advertising gets your ad in front of the specific audience you need. Apart from choosing your keywords, you can tailor your PPC campaigns by demographic, geographical location, or interests. Your ads will be viewed by people who are likely to become customers.
Before jumping into PPC, it’s essential to have a clearly defined target audience. Once you are aware you are targeting, you can apply that information to your ads. For example, you can create ads around your target audience’s main pain points to attract traffic and increase conversions.
Allows Remarketing or Retargeting Your Visitors:
Some people may visit your website and not make any purchases. But this doesn’t mean you should give up on them. PPC advertising allows you to recapture these potential customers by continually reaching out to them. Research shows that customers are 70% more likely to make a purchase when you use retargeting. PPC ad campaigns can retarget previous visitors’ on display advertising or search engines.
Track Your Conversions:
With PPC, you can track the metrics and effectiveness of your ads in real-time. You get to see if the ads generate conversions and a good return on investment (ROI). For most PPC networks, the metrics will show the number of people who saw the ad, the number of clicks, click-through rate (CTR), and other reactions to the ad.
CTR is beneficial for knowing how well an ad is performing. It measures the number of clicks against the number of times an ad is displayed. Generally, a CTR above 2% is good.
Additionally, there are conversion pixels or codes in PPC services like Google Ads. These pixels allow you to see which ad messages, landing pages, and keywords generate the most conversions.
Unlike search engine optimization (SEO), you don’t need to wait for long before seeing results with PPC marketing. You may see new visitors to your website within a few days after the ad has gone live. Typically, the ad is placed on top of other google search results. Any person searching for a solution to a problem or a product connected to your website can click the ad and become a lead.
Control the User Experience:
If visitors come to your site through normal organic search engine results, you don’t have much control over the page they visit. Hence, this makes it challenging to craft an ideal user experience for them.
With PPC, you’re in control of the online marketing campaign. Channels like Google AdWords allow you to choose which page your visitors go to. If you’re the type of website owner or marketer who wants visitors to follow a specific path, you cannot go wrong with PPC.
Cons of PPC Advertising:
Some cons of pay-per-click include the following.
Costs Can Grow:
While PPC advertising is generally cost-effective, costs can sky-rocket if a campaign isn’t well monitored. One of the ways a company may overspend on PPC is by getting into a bidding war over keywords with its competitors. Though you should aim for the top spot on ad listings, take care not to go over your advertising budget.
PPC Advertising Is Temporary:
While PPC ads bring quick results, they also stop appearing as soon as you stop paying. And when the ad stops, you can expect the traffic and sales that accompany it to stop as well. So, if you’re working on a tight budget, PPC may not be suitable for long-term marketing.
But, if you’re looking for a long-term advertising strategy for your small business that doesn’t involve making continuous payments, consider other online marketing methods such as SEO, guest posting, and organic social media marketing. And if you want to advertise your products or services in a physical location, avenues like digital signage solutions and billboards would work best.
PPC Can Be Complicated:
Creating a successful pay-per-click campaign isn’t easy. There are many variables to consider, and you will need to dedicate a significant amount of time to learn what the process entails. Thus, failing to do that, you risk spending a lot of money and not getting the results you want. If you don’t have the time or aren’t willing to learn about PPC, you can engage a digital marketing agency or pay-per-click marketing contractors to help you with the process.
PPC marketing offers many benefits that could improve the fortunes of your online business. However, there are pitfalls, so take your time to consider your target audience and what you’re looking to achieve before crafting a PPC campaign.