Nowadays, businesses rely on digital marketing campaigns to get their products and services out in the market. One of these successful marketing campaigns is called pay per click or PPC, which is a popular way of advertising across different platforms, whether that’s through search engines, web pages, or within applications.
If you’re interested in performing a PPC marketing campaign, then here are a few things you need to know. Here are the pros and cons of PPC:
PPC Marketing Pros
- PPC usually comes with remarketing.
Remarketing or retargeting is a digital marketing strategy that uses the information of your website’s past visitors in order to show them your ads when they browse the web. This is how remarketing works. When a user visits your website, they get tagged based on the categories that you set up, so that when they perform a similar search online, your ads will appear as sponsored links on the search engine or as banner ads, whenever they visit a different website. Remarketing actually drives up customer/audience retention.
- PPC is more effective than SEO.
Search engine optimization (SEO) heavily relies on keywords to target users. However, it is not as accurate as pay per click in terms of the amount you pay as the advertiser. With SEO, you likely have to pay a monthly subscription fee, whereas PPC only charges you with a certain amount when a person clicks on your ads. Hence, the term “pay per click”. At the same time, the return on investment on a PPC marketing campaign is usually bigger than that of SEO. Because only people with real interest in your products and services will likely click on your links, there’s a higher chance that their clicks will get turned into actual sales.
PPC Marketing Cons
- PPC is not beginner-friendly.
Pay per click can be a bit complicated because it requires a lot of technical knowledge about digital marketing. If you decide to release this type of marketing campaign, you may want to consider hiring a pay per click agency to help you with the complex stuff. A pay per click agency will guide you through the technical side of digital marketing, so that you can allot your budget in a way that maximizes results.
- PPC comes at a cost.
For small businesses that are only starting to learn about digital marketing, they may get discouraged with the costs that come with a pay per click marketing campaign, even though it is comparatively cheaper than other forms of digital marketing. Aside from hiring a pay per click agency, there are other costs that you need to consider. Competitors may even drive up the cost of your campaign by deliberately clicking on your ads—this means that each click will not be translated to an actual sale. Therefore, even though a pay per click agency will come at a cost, it is smart to hire one, so that you have someone who knows how to strategize, given the current market competition.
With any business decision, you need to consider the pros and cons. While PPC isn’t all good, it’s clear that the good outweighs the bad. For new businesses, this may be a good way to start a digital campaign.