Pros & Cons of a PPC Campaign

Competing with the ever so changing Internet world is causing many small businesses and entrepreneurs to explore every marketing tool available. Everything from keyword analysis to viral marketing, each aspect is able to help a company in the long run. Search Engine Optimization professionals all agree that one of the most important means of improving a website ranking is a term known as Pay-Per-Click (PPC). Hundreds of PPC services are accessible, but controlling them is usually the difficult part.

A Pay-Per-Click campaign or ad is described as a bid, placed on a keyword advertisement, which is charged each time a visitor clicks the advertisement. As a result, every time a potential customer or viewer clicks on a business’s ad, the business then has to pay the PPC provider in return. The sole purpose of a PPC program is to drive traffic to a website.

Below are the advantages and disadvantages of a Pay-Per-Click campaign according to Search Engine Optimization for Dummies: 3rd Edition.

Advantages of a PPC Campaign

It’s more stable – As long as you are willing to pay for PPC, your site will more than likely stay within search engine results.
It’s faster – PPC campaigns typically begin generating traffic to your web site within hours or days, compared to weeks or months through natural search.
It’s more reliable – With PPC, you get what you pay for. If you are willing to bid high, you’ll get the traffic you desire.

Disadvantages of a PPC Campaign

It Cost – You or your company has to pay for every click, which can add up to a great deal of money.
It’s not organic – Most searchers (30 percent to 70 percent) prefer the free, natural search results. So, you’re missing part of the market if you focus on PPC alone.

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