Pay-Per-Click Advertising: Weighing the Pros and Cons
When you have a website, it can be tempting to look at the amount of traffic you receive, and immediately turn to pay-per-click advertising as a way to increase those numbers. In fact, it is not that bad of an idea. This type of marketing has been instrumental in helping companies become much more competitive over the past few years largely because of its power to grow sales and leads.
However, as with most things, there is a downfall to this type advertising, namely, a fast depletion of your allocated budget.
What is Pay-Per-Click Advertising?
Paid Search Services, also known as Pay-Per-Click (PPC) services, is comprised of any number of different systems of keywords, ads, landing pages, and other optimization techniques.
Paid searching offers companies who use the strategy, the ability to grab the attention of search engine users, especially those searching for relevant information of interest to your business.
Not much compares to PPC in terms of its ability to generate leads and grow sales. Its uniqueness can be attributed to the following:
- It lands relatively instantaneous placement in front of a warm reader base.
- It works well in conjunction with both geographic- and demographic- specific targeting initiatives.
- It is best when combined with testing, whether it be of the split or multivariate type, specifically because of its ability to generate high traffic necessary to do adequate testing.
- It can help determine which keywords work best because this technique provides instant traffic statistics. This helps you build a more SEO optimized site.
- When used in conjunction with Google analytics tools, one can quantify how well an ad performs on a particular landing page, thus making it easier to determine if modifications are necessary.
However, there are many cons to using Pay-Per-Click advertisement. One is the fact that
PPC requires users to carefully select and bid on keywords in order to generate a better funnel of qualified traffic directly to one’s website. A novice might not be adequately adept at picking keywords, which in turn might cost money.
Another drawback is the fact that PPC seems to work better for some industries than others. There’s also a possible learning curve. New users to Google Adwords, a tracking tool for PPC, may have to learn to use, generate and track conversions. Because of this lack of knowledge, many resort to outsourcing their PPC campaign, which in turn causes them to lose some degree of control over their brand and budget.
This lack of control often leads to ads that lack good structure or design, coupled with poor scoring of selected keywords.
How to be Successful
Even if you have a successful PPC campaign, if website owners do not properly optimize their landing pages, the clicks you do receive may not keep the customer engaged, let alone convert a sale. That is why the key to running a successful PPC campaign is trying to learn as much as you can about keyword selection and analytics, and mitigating the negative aspects as much as possible.