The Pros And Cons Of Pay Per Click Advertising
Are you looking for an effective way to bring in more customers to your business? If so, you might want to look into PPC or pay per click marketing. Many online marketing experts consider this strategy as an excellent method of driving in targeted traffic that generates sales. But it’s important to realize that there’s no way to guarantee that you’ll succeed in your first campaign. This is particularly if you’re a complete beginner in PPC. In this resource, you’ll discover the pros and cons of pay per click. This should help you decide how to incorporate this technique alongside your other marketing efforts.
The Pros Of PPC
Retargeting Increases ROI
One of the best things about using PPC advertising is that it enables you to easily retarget or remarket your ads. Basically, this is the process of reaching out to people who have previously stumbled upon your website. Studies show that online consumers are unlikely to convert on their first visit. Retargeting previous visitors increases your chances of closing a sale since they’re already familiar with your content, products, and brand.
Measuring Results Is A Breeze
Another advantage to using PPC is that it offers measurable results. This is critical as you would want to see where your money goes. Most PPC networks including Google AdWords provide comprehensive analytics to help advertisers see whether their ads result to conversions and generate a good return on their investment. This also allows you to make tweaks to your ads in case they fail to perform to your standard.
Tracking ROI With Conversion Pixels
Back in the day, it proved challenging to keep track of how well your keywords, marketing messages, and landing pages convert. But since the introduction of pixel tracking, this process has never been easier. All you have to do is to use the tracking code provided by PPC services. Google AdWords and Facebook Advertising are just two ad networks that offer this handy feature.
Getting Quick Results Isn’t Impossible
PPC is usually recommended to marketers who need to generate quick results in their campaigns. Similarly, this strategy proves useful to new website owners who do not have a solid search engine presence yet. By bidding for the right keywords, crafting effective messages, and building high converting landing pages, you can expect excellent results in very little time.
The Cons Of PPC
Losing Money Is Almost Inevitable
If you’re testing the waters of PPC, then it’s reasonable to expect that you won’t get the results you want. That is unless you decide to hire PPC marketing experts do the job for you. This entails spending more money upfront, but it can help avoid costly mistakes that could cause more damage to your marketing budget. There are plenty of factors to take into consideration when using PPC including what keywords to bid on, how to create the perfect ad, and how much to spend. There’s a steep learning curve involved, which is why many marketers lose money in their first couple campaigns.
Advertising Online Evolves Rapidly
There are plenty of marketers who steer clear of pay per click advertising. Their primary reason is the fact that online users have become blind to paid advertisements. There are studies supporting this statement, showing that users tend to ignore the paid ads showing above and below the organic listings. There’s no way to tell right now whether this trend will become more evident in the future. As an online marketer, you have to factor in the risk that your ads will just be ignored by your target audience.
Generating Results Only Lasts For The Duration Of Your Campaign
As soon as your campaign ends, your PPC ads stop showing up in the search listings. You may be enjoying a lot of traffic and sales from your ads, but things will come to a halt when those ads are no longer seen by your target customers. If you have a huge marketing budget, then this could simply be a matter of bidding continuously. But if you don’t have a lot of money to spend, it’s a good idea to use PPC alongside SEO so you can still enjoy organic traffic even after your PPC campaign ends.