Pros and Cons of Pay-Per-Click Advertising

Should my business invest in pay-per-click advertising or keep plowing money into costly SEO services?

I often receive emails and phone calls from potential customers and existing customers with this question in mind.

They typically want a black and white answer as they attempt to determine whether pay-per-click (PPC) advertising is a suitable search marketing option for their respective businesses.

Of course, the deciding factor of yes or no truly depends on a wide range of considerations.

However, it is safe to say that you can use pay-per-click advertising to jumpstart your website’s traffic as well as supplement and increase organic search traffic.

Today’s post is a quick a simple review of the pros and cons of pay-per-click advertising you’ll need to consider when determining whether or not it is the right search marketing option for your business.

Let’s get started with the advantages.

Advantages of Pay-Per-Click Advertising

Pay-per-click advertising is one of the best search marketing tools on the planet. It can be categorized as a light switch or faucet to instant traffic that leads to profitable sales.

Why? Well, because you pay for performance, meaning you target customers with keyword-specific ads and only pay when your ads are clicked by a real customer, and not click fraud.

Pay-per-click advertising is by far one of the most used platforms for newly launched and existing websites to increase traffic. There are many pay-per-click advertising networks and platforms made available.

In addition, pay-per-click advertising allows for finite targeting of your target market or audience.

Whether by keyword, gender, age, geographic location, device type, time of day or week, pay-per-click advertising offers a multitude of methods and selections to find profitable customers.

Disadvantages of Pay-Per-Click Advertising

One the first things I see with most potential and existing customers is their need to not set an adequate budget.

They either set a budget too small or they don’t set a budget at all. It is imperative you set a budget as well as set measurable goals for the budget.

One of the major disadvantages in pay-per-click advertising is not choosing the most suitable platform based on your business needs.

There are many pay-per-click advertising platforms available but not all can provide the most intuitive experience and profitable results.

Alongside selecting the incorrect pay-per-click advertising platform is not targeting small subsets of potential customers.

Pay-per-click advertising can be quite costly when not focused on a small subset or target audience using the selection criteria mentioned in the pay-per-click advertising advantages.

Pay-per-click advertising is truly suited for a small, targeted audience. It isn’t a tool meant to serve the masses and be profitable do so. If your product or service is global, then pay-per-click advertising may not be your best search marketing option.

Depending upon your keyword selection and keyword match type (i.e., broad, exact, phrase) used when creating your respective campaigns, ad groups, and ads, pay-per-click advertising can be quite expensive.

Pay-per-click advertising campaigns, ad groups and ads can be costly when setup incorrectly and not managed on an ongoing basis.

When not setup and managed correctly, your pay-per-click advertising costs will skyrocket out of control like a rocket or space shuttle headed to the moon.

Personally, I’ve dumped large sums of money over to the tune of hundreds and thousands when I didn’t have too.

I did so because I didn’t make or take my time meticulously planning, implementing, executing, managing and measuring my pay-per-click advertising efforts.

Conclusion of the Pros and Cons of Pay-Per-Click Advertising

These are just a few of the major concerns I address with potential and existing customers when they’re considering selecting pay-per-click advertising as a search marketing tool to increase website traffic and sales.

Do remember that even accounting for the pay-per-click advertising pros and cons mentioned does not guarantee success or profitability.

Within each of these advantages and disadvantages lies a multitude of additional pay-per-click advertising pro and con subsets to consider.

There is no right or wrong answer that will work or be correct for everyone, so one must truly take all aspects into consideration as it relates to their business, its needs, and customer buying behavior.

One last thought: I encourage you to explore pay-per-click advertising with a budget in mind, and TEST all scenarios and platforms before deciding on a final platform and increasing your overall pay-per-click advertising budget and spend.

Written by Alvin Brown
He's an experienced and passionate serial entrepreneur, founder and publisher of Kickstart Commerce. Alvin possesses a great love for startups dominating their market using profitable digital strategies for greater commerce.