In the best case scenario, PPC can be a way for digital marketers to optimize their reach through retargeting their audience; on the other hand, PPC also presents a number of very real disadvantages that shouldn’t be overlooked.
While some of the disadvantages of PPC have always been apparent to those who understand it, there are certain disadvantages that have recently become prominent due to the changes in the digital climate over time.
It is important to understand that a PPC campaign can help grow your small business. With so many advertising options out there, it’s hard to know where to begin. PPC advertising is a tried-and-true method of getting interested parties to click on ads that link directly to your site.
5 Advantages of Running A PPC Campaign
Below are five benefits your small business can take advantage and benefit from having a PPC advertising to help you reach a new audience.
1. Small Upfront Investment
Most forms of advertising require a rather large upfront investment. PPC marketing doesn’t take much money to get started because most search engines don’t charge companies to place a PPC campaign, which means you don’t have to pay a fee to set up an account. With PPC marketing, you only pay money when someone clicks on your ad, so you only pay when visitors are actually taken to your website.
2. You Are In Control
You can change PPC ads when you want and are easy to adjust. This puts you in complete control of your marketing campaign, and it’s an easy way to advertise new services and products. You can also adjust the keywords that people have to search for to bring up your ads. When dealing with digital marketing, it’s important to change your ads to meet developments in your industry or to match the latest trends. The world is always changing. Shouldn’t your ads do the same?
3. Results Are Easy to Measure
As we talked about above, there are plenty of advertising options when it comes to promoting your business, including SEO services. However, measuring the results from some marketing campaigns can be difficult. That’s not the case with PPC marketing. Services such as Google Adwords allow you to easily track your ads, including which ads are performing the best, the click-through rate, conversions and much more. There’s no reason to pay for ads that don’t work, and with PPC advertising, you don’t have to.
4. Quick Results
In the business world, time is money. This means that you want to start generating results from your advertisements as quickly as possible. With a PPC campaign, you can start seeing an increase in visitors to your website as soon as your ads are up and running. This is because your ads are being placed on high-traffic search engines and are being clicked on by people who are searching for keywords related to your website. It’s a simple, yet very effective, set up.
5. Set Your Own Budget
No matter how big or small your business is, everyone has a digital marketing budget. Most forms of advertisement require you to pay a large, upfront fee. With PPC marketing, you can set your own budget because you’re only paying when someone clicks on your ads. You can put a set amount of money into your PPC marketing campaign, and once that money runs out, the ads are pulled. You’re never charged extra or hit with hidden fees, which allows you to determine just how aggressive you want your marketing campaign to be.
5 Disadvantages Of Running A PPC Campaign
Certain trends in Internet user activity have indicated that there are weaknesses in PPC that may have never been quite so apparent as now. These weaknesses could severely limit the efficacy of PPC compared to what might have been possible in the online advertising days of yesteryear.
1. Steep Learning Curve
It goes without saying that PPC management is anything but a pick up and play affair. In order to conduct an effective PPC campaign, there needs to be a certain level of literacy with its metrics that can be quite overwhelming for newcomers. Compared to the other methods of online marketing, PPC generally has one of the steepest learning curves of all and will require significant commitment for even a marginal level of proficiency to the gained.
PPC is not only one of the most complex digital marketing methods to become skilled in, but it is also one of the costliest as well. Mistakes that are made on a high-volume PPC campaign can be expensive enough to discourage marketers from making any additional attempts. Though it isn’t impossible to profit from PPC, attempting to do so requires a mindset that is at peace with losing any invested capital.
3. Shrinking ROI Potential
Even after taking the time to invest in becoming PPC proficient, the observable trends in Internet user activity have shown far less interactions with ads of any sort. Just as traditional advertising agencies have struggled with the drop in printed ad revenue, PPC marketers have had to cope with the fact that a greater proportion of Internet users have begun to use ad blocking software.
While SEO services can be used to organically funnel traffic to web pages via page rank representation, the prevalence of ad blocking software essentially locks out conversions that can’t be obtained by any tweaking of the PPC method. As it stands, the risk of losing capital on PPC may not evenly match with what one stands to gain if successful.
4. Contextual Semantic Targeting Backfires
What is often cited as one of the characteristic advantages of PPC advertising can also be one of its most frustrating disadvantages as well. The contextual delivery of certain PPC ad campaigns can be useful for activating ads upon the detection of a certain designated keywords in search queries, but at the same time, this also includes any other search queries that might contain the word in an unrelated context. If the ad doesn’t shed enough light on exactly what the context is, money can be wasted from clicks by users who searched for a term that was similar but not the same as what the marketer had in mind.
5. Saturation and Inflation
The rate of advertiser spending on search engine marketing has steadily increased. The higher influx of advertisers has led to an inflation of the price of Google Adwords bidding and CPC, which means that the competition will only grow steeper as the window for profit grow smaller.
Never jump into a PPC campaign thinking that it is easy. Finding yourself in a situation where you could be overspending and costing your business money each month is somewhere you do not want to be especially if the investment is not there. Contact our online marketing company in Orlando to help with setting up and managing your PPC campaign. We can help and educate you with any questions you may have about your paid campaign.
When it comes to running a campaign you have to take into account of your business and industry. You want to make sure that you are prepared with a budget that will work for your company. The investment that goes into one of these campaigns can lead you to running out of money if not properly setup and managed each month. If you have other tips for advantages and disadvantages to running a PPC campaign share with us today!