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What are the benefits and drawbacks of Pay Per Click advertising?


HMS Naveen

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  • 5 months later...

The benefits of running PPC advertising include:
Cost effective - because you only pay when a user actually reaches your website, it can be good value for money
Targeted - you can choose your audience according to demographics like location, language and device
Measurable - PPC campaigns can be set up to carefully measure effectiveness. You can determine exactly how much your return on investment is.

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 optimising and improving to get the best results.
Skills required - it can take some practise to set up effective campaigns. Many businesses choose to use a specialist agency.
Clicks and visits don’t always lead to sales - you will need to convince the user to ‘convert’ once they reach your website. 

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  • 5 weeks later...

Benefits:
Control over who sees your ads and who doesn't (extremely good control)
Great control over your budget. If you have a budget of $100/month, they can work with that. If it's only $50/month, that can work too. There's no such thing as not enough money to advertise your business.
Segmented lists. It's not like renting a billboard and hoping that the all of the right customers see your message. You can spread your message to one segment of your customers (who might purchase product A) and another segment (who might purchase product B). And you can do this with a limited budget.
You can have your ads out there and if nobody clicks them, you don't pay for anything. Try that with traditional advertising (and ask them "If I don't get any customers, do I still have to pay for this?"
Extremely easy to test different messages, ads, etc. You can run multiple ads or messages at the same time to see what performs better.
There are a lot more than these five (just not enough time to list them all).

Drawbacks:
Setup. If you don't know what you're doing, you would waste a lot of money if you don't setup your campaign correctly. Not only your campaign, but the ads need to be done a certain way and so do the landing pages (where you are going to send the traffic). If you do ANY of these wrong, your campaign could run you 3-5 times more than it would if set up correctly.

Management. It takes time to know how to manage your campaigns and what to do. A campaign can become 100% more effective the next month if it's tweaked correctly.
Not marketing the correct message / page / product. This goes along with #1 a bit, because it has to do a bit with the setup. If you're not marketing the correct page with your ads and message, you could be throwing money out the window.

 

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  • 1 month later...

Benefits:-

1. You need not be a genius in computer and technology to be able to run this ad campaign.

2. Immediate results are seen after a few days.

3. No need to make a website conform to the SEO rules.

Drawbacks:-

1. Fixed payments every month to the search engine you choose.

2. Pay for each click received by your website. At times, visitors are just competitors or people playing pranks on search engines. This hassle wastes money you put in to this advertising.

3. Inability to pay for the fees next month would mean removal of your website on the paid listings.

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