7 Advantages and 3 Disadvantages of PPC advertising
In this article, you will find out the advantages and disadvantages of PPC advertising so you can set up your expectation right. PPC can have a major – and positive – impact on most businesses and brands. If you aren’t doing any PPC marketing, you’re likely losing valuable traffic and revenue.
In this article, you will find out the advantages and disadvantages of PPC advertising so you can set up your expectation right.
Here are just seven powerful benefits of using PPC:
1. With PPC, You Pay Only for Performance
With many types of advertising, you pay the same amount for your ad spot, no matter how many people see it or contact you because of it.
The fact that you pay only per click is one of the most significant benefits of PPC. This means that you only pay for the interaction with your ad.
However, you won’t exceed your budget because you can decide your maximum spending ahead of time.
And this goes to the second benefit on our list:
2. PPC Is Measurable & Trackable
Google Ads and other reputable PPC ad networks make it easy to track and measure your PPC advertising results. For Google, you should use the Google Ads tool with Google Analytics.
High-level performance details will be displayed, including clicks and impressions. Your PPC performance is not hidden.
Statistics are easily accessible and will show you how your campaigns perform and the traffic and results you are getting on your advertising spend.
The picture may not be as evident in other advertising and marketing channels, where the budget is not directly attributed to the results.
You can track your PPC traffic through Google Analytics to convert to landing pages. This will allow you to see how much you spent and its results in relation to your goals.
This is the kind of sales that no billboard, magazine advertisement can attribute. You can also do more with call tracking, which can help you isolate your PPC efforts better than in SEO.
3. Quick Entry for New Businesses
Even if you just started your business while your competitors have been active in business for many years, you can get up and running quickly with the help of a PPC ads course or a PPC agency.
This is often a big contrast to starting up SEO efforts, which usually takes a lot of time and attention to get the exact positioning and traffic that PPC advertising offers within minutes of launch.
When compared to other channels like email and organic social, you have the advantage of targeting people outside of those who are already aware of your brand and services. You aren’t limited to your existing followers or customer lists.
4. You’re Totally in Control
While there are several nuances regarding default campaign settings, you ultimately have control over a wide range of options for reaching potential customers. This starts with the keywords or placements you choose to target and how restrictive you want to be.
You also have a lot of budget flexibility if you want to start small. You can set your ad budget and bids, and choose what you’re willing to spend (though you have to pay at least close to a market rate to play in most cases).
If you see positive results, you can scale up immediately. And if you want to take a break, you can always pause and stop your ad spend immediately. This is hard to do with other ongoing marketing channels like offline advertising or television.
5. PPC Works Well With Other Marketing Channels
Content marketing has taken over the digital marketing world, and content plans and calendars are the norms in most businesses now. PPC Advertising can drive visitors to content more quickly and improve the ROI on your content investment.
PPC and SEO work well together as the impressions and opportunities for traffic are often to the same audience – the people using Google to find information, services, or products. The performance data of impressions, clicks, and conversions from Google Ads can provide great insight and direction on a keyword-by-keyword basis for prioritizing SEO efforts.
Google Ads remarketing is a great avenue to keep site visitors engaged, regardless of how they found your site. Remarketing ads are shown to people who visited and left your site based on specific rules or audiences you select.
6. Incredible Targeting Options
To ensure better conversions, many advertisers use a multi-layered approach to Google Ads.
This includes targeting keywords with text ads and running ads through Remarketing based upon their past behavior or focusing on specific audiences on the display network.
You can make sure that Google Ads has the full potential and you are getting as many results by testing different combinations.
You can return to the conversation about business goals to see which methods perform best. Set expectations for what is acceptable in terms of cost per click or acquisition. This will allow you to compare different targeting methods.
The most significant benefit of PPC targeting is the ability to reach people that aren’t yet part of your audience.
You have many options for how wide of an audience you want to cast.
7. Get Intelligence for your Marketing Efforts
Google Ads provides a wealth of performance and data information. All these benefits can go well beyond PPC performance.
You can use the intelligence gathered from running PPC campaigns to get help with content marketing and SEO strategy, social media marketing, email campaigns, product launches, expansion on new markets, etc.
You can also use the built-in keyword planner and display planning tools to determine where your audience is.
Third-party tools such as Semrush, SpyFu, and KeywordSpy allow you to cross-reference with your competitors. This will give you a solid picture of who you are up against and how much market share you could gain. You can also manually view search results to gain insight into the searcher’s search terms.
8 The 3 Disadvantages of PPC advertising you should consider
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 optimizing and improving to get the best results.
- Skills required – it can take some practice to set up effective campaigns. Many businesses choose to use a specialist PPC marketing agency.
- Clicks and visits don’t always lead to sales – you will need to convince the user to ‘convert’ once they reach your website.
PPC advertising has proven to be a reliable and profitable channel for tons of B2B, B2C, nonprofits, and other companies seeking quick, quality traffic and conversions.
Considering all the benefits PPC offers, there’s little risk in testing it out to see where it can move the needle and gain a wealth of valuable data to inform your other marketing and optimization efforts.