Whether you own a company that has been around for decades or you’re just starting up a business, there are a variety of advertising tactics to enhance awareness of your business, from business cards to online ads. One of the most well-known advertisement techniques is pay-per-click. With Google AdSense, Chitika, and other PPC programs, there are many programs that can fit with your business. Learn more about the pros and cons of PPC ads and explore other options compared to PPC to see what would be the best choice for you.
1. Control Over Costs
With PPC advertising, you’re able to set the amount you want to pay per keyword or phrase for your ad. By sticking to an advertisement budget, you won’t risk paying more than you can afford. Most PPC programs offer an option to set a spending limit for a certain period of time. Along with controlling your ad budget, you also only pay for results or clicks on your ad rather than spending a lump sum of money for advertisement that might not return any benefits.
2. Immediate Results
Once you’ve purchased keywords and/or phrases for your ad, it will appear immediately to people who search for the exact or similar words you have purchased. With quick results, you’re able to draw the right clients to your website to check out the services and products you provide to see if they meet their needs. This can benefit new websites that sell goods and services by giving them a boost in traffic and getting their name out there faster.
3. Location And Time Specific
With most PPC programs, there are features that allow you to choose specific locations and time zones in which you want to promote your business ad. By choosing specific times and locations, you’re able to narrow down your target market and fine tune your ad to directly promote to your audience.
4. Equal Advertising Opportunities
Whether big or small, businesses and companies from all sizes have an equal chance to advertise with the same keywords and phrases and to the same demographics. With PPC ads, you can even choose your competitor’s or a popular company’s name as a keyword so that your business or website pops up when Internet users search for that company.
1. Popular Keywords/Phrases Can Be Expensive
When there are several common keywords or phrases, the cost to use them can be high. Some can go up to $50 per click. It might take brainstorming and creativity to find other ways to utilize popular keywords, such as creating phrases instead of single keywords. Typically, big name companies have an advantage in this as they may have more funds than smaller businesses to put into their advertising.
2. Ads Stop Running
After your PPC campaigns stop running, whether you decide to end the ads yourself or your funds are used up, it’s highly possible that the traffic you saw coming to your site will decrease drastically. Even when you get high traffic during your PPC ad campaign, you may not make any money from the clicks. Due to the insecurity of no guaranteed profit from the clicks, PPC ads can be costly in the long run.
3. Not Every Click Is An Honest One
Sometimes, Internet browsers can accidently click your ad in search engines and end up on your site. In other cases, your competitors can click on your ad to use up your budget for the advertisement period, which is known as click fraud. To avoid click frauds, consider the following tips:
Unsure about PPC campaigns? Here are a couple different advertising techniques, along with the pros and cons of each, to give you a basis for comparison to PPC.
Free and organic, SEO is a popular method to rank on search engines naturally. SEO takes more time to develop and more time to rank. When using SEO, you’re also adapting to a search engine’s periodically changing algorithms, which can cause your ranking to drop several pages down. However, with SEO, traffic builds overtime and creates a foundation of loyal followers instead of PPC’s quick traffic results, which can be taken away instantly.
PPI ads are simply ads that you pay for when it pops up on a blog page, Facebook profile, etc. Although cheap and directed toward businesses on a budget, PPI ads aren’t as effective as PPC campaigns because they don’t guarantee visitors to your site and can show the ad to people not in your target market multiple times. Instead of results, you pay for every ad appearance.
Sara Collins is a writer for NerdWallet. She works to help entrepreneurs and small-business owners stay informed about personal finance topics like CD interest rates.
Image courtesy of Stuart Miles | FreeDigitalPhotos.net