Pay-Per-Click (PPC) Marketing is one of the better known advertising strategies. How does Pay-Per-click advertising work? E-commerce store owners subscribed to a PPC service are able to place their advertisement links on a website or on search engines in exchange for payment every time a person clicks on the ad.
PPC is considered as the “testing ground” for keywords and phrases before they are used in SEO.
However, before you decide to use Pay-per-click marketing, it’s important that you understand the advantages and disadvantages of PPC as a marketing strategy.
Here, then, are some of the pros and cons of pay-per-click advertising.
Pros of PPC marketing
There’s greater control with PPC marketing
You are fully in control with a PPC advertising campaign. The decisions of how much to put in a bid, the duration of the advertising campaign, the full cost of the campaign, and what keywords to focus on, are all yours. Using a PPC channel like Google AdWords, you have absolute say on what pages you want your website’s visitors to see. If you are the kind of e-commerce owner that craves full control of the content your site’s users get to see, then PPC is just right for you.
Measurable Returns on Investment
Pay per click marketing gives you an easy way to measure results. There are many PPC Analytics tools online that can be employed to measure how effective your advertising campaign is in terms of ROI. Data on the number of viewers who saw your ads, and the number of clicks, are also easily available. You can decide from the data if the campaign is as effective as you expected it to be.
PPC generates traffic quickly
If what you want is quick results, then PPC is the strategy for you. You can expect to see immediate traffic as soon as your ad is put up. Setting up a PPC campaign through Google AdWords is relatively simple. First, you create an account for your store, next, you bid for the keywords that you think are relevant to your store and its products, and that potential customers will likely use to search for your products on a search engine. Lastly, you point the ads to a landing web page on your website.
After setting up a PPC campaign this way, all you have to do is wait, and not for very long. If your ads are good enough, and you incorporated the right keywords, it won’t be long before the first user clicks on them.
The Option of targeted Ads
Pay-Per-Click campaigns come with an option that allows you to target your market by location. This way, you can bid for the right keywords and then ensure that the right people click on your ads. With PPC, your ad is displayed to recent visitors to your store to encourage them to visit again.
Cons of PPC marketing
PPC Ads disappear when your campaign Ends
One crippling disadvantage of PPC marketing is that your ads disappear as soon as your budget runs out. If instead of using PPC ads, you publish your content on websites in your niche with high traffic, the content will remain as soon as the site is up. What this means ultimately is that you can sustain a Pay-Per-Click marketing campaign if you are cash-strapped. with Pay-Per-Click Marketing is that as soon as your budget runs out, your listings will disappear.
Clicks might not impact conversion rate.
Strong competitors can keep clicking on your ad link till your budget is exhausted and your ad disappears. Furthermore, accidental clicks occur and this really means nothing for your conversion rate. If thought of along this line, PPC is a gamble, and you shouldn’t use it if you are afraid to take risks.
PPC is not so easy to set up.
One other disadvantage of a PPC campaign is the difficulty involved in its setup. Pay-per-click marketing is much like SEO in this way, and you are advised to seek the help of an expert if you experience any difficulty.
Overall, PPC marketing comes with its advantages and disadvantages. We can however argue that the pros outweigh the cons. Stick to the rules and you are sure to reap the benefits of Pay-per-click advertising.