Advantages and disadvantages of pay-per-click advertising
Pay-per-click (PPC) advertising can be a cost effective way to drive traffic to your website. There are a number of benefits and challenges to consider.
Advantages of pay-per-click advertising
The benefits of running PPC advertising include:
Cost effective - because you only pay when a user actually reaches your website, it can be good value for money. You can choose to spend as much or as little as you like.
Targeted - you can choose your audience according to demographics like location, language and device
Measurable - PPC campaigns can be set up to carefully measure effectiveness. You can determine exactly how much your return on investment is.
Customisable - as you run your campaigns, you can make many small adjustments to improve based on what works best.
Training resources - there are many (often free) online courses and training materials to help you develop your skills.
Fast - you will see the impact of your PPC efforts almost immediately. Organic search engine optimisation (SEO) tactics can take months to make a difference.
Disadvantages of pay-per-click advertising
Some of the challenges of PPC advertising include:
Time investment - you can’t just set up your PPC campaigns and leave them. You need to invest time into optimising and improving to get the best results.
Skills required - it can take some practise to set up effective campaigns. Many businesses choose to use a specialist agency.
Costs can quickly add up - if you aren’t monitoring and optimising your campaigns to make sure you get a return on investment, money could be wasted. You will need to allocate budget for PPC campaigns, unlike SEO tactics where the investment is time and skills.
Clicks and visits don’t always lead to sales - you will need to convince the user to ‘convert’ once they reach your website.