Introduction
PPC advertising is a highly popular online marketing channel that brands should not overlook in 2021. Although it is one of the earliest forms of online advertising, PPC advertising hasn’t stopped evolving. Its ability to optimize, reach a target audience, and generate conversions never gets old.
But, one should consider both sides of the coin before making a decision. So, stay with us till the very end as we discuss the advantages and disadvantages of PPC advertising.
PPC Advantages
- Cost-effective
Unlike traditional advertising, PPC campaigns do not require a large upfront investment. PPC advertising platforms do not charge to set up an account or to create a campaign. You are only charged when online users click on your ads.
- Data-driven campaigns
Since PPC campaigns are data-driven, analyzing and measuring the results is a piece of cake. You can track keywords, ad performance, Click-Through-Rate (CTR), conversions, and other performance metrics. This gives you better control over the budget as you will only pay for the ads that work.
- Easy to optimize
You are in complete control of your PPC campaigns. Since PPC is data-driven, you get insights into the campaigns which can be used to optimize them. You can make quick changes to bids, keywords, creatives, and more to improve the campaign’s performance. Thus, PPC helps advertise the products and services effectively and efficiently.
- Generate quick results
PPC advertising is known to generate quick results. And we recommend you invest in marketing channels that give your brand the quick boosts it deserves. PPC campaigns can start delivering results in a matter of hours if they are designed by professionals. Therefore, hire PPC experts to develop your online advertising campaigns in 2021.
- Control over budget
PPC advertising is quite flexible when it comes to marketing budgets. Since businesses have varying marketing budgets, PPC platforms allow marketers to set their own budgets. As a result, you will have complete control over the money you put into the campaign. Also, there are no hidden charges involved in the process. You will only pay when users click on the ads.
PPC Disadvantages
- Not beginner-friendly
PPC advertising comes with a steep learning curve which can be concerning for beginners. To get the best results from PPC ads, one needs to have the right skills and experience. It’s mainly because a brand needs to develop a solid PPC strategy to succeed with online paid advertising. One will have to show significant commitment to gain a respectable level of PPC proficiency.
- Might get expensive
Indeed, you can run PPC ads with a low budget. But, PPC advertising can get expensive, especially when you make mistakes on high-volume PPC keywords. In addition, you might lose some capital at the initial stages of the campaign as you will indulge in some testing and experimentations. But, profits and a positive ROI will soon follow!
- Inefficient contextual targeting
PPC advertising can deliver ads based on context, which further improves the campaign’s CTR. In this, the campaign detects specific profitable keywords in search queries and triggers the ads accordingly. However, this feature can backfire when the ads start showing up for irrelevant queries containing the related keyword.
- Bidding and CPC inflation
The advantages of PPC advertising are making more and more brand owners invest in paid advertising. However, the enormous influx of advertisers has made it difficult to compete since Google Ads and other PPC platforms have increased the bidding and cost per click. As the competition increases, small brands and startups will find it challenging to compete with big players in the industry.
- Decrease in ROI
There is a growing dislike for ads among internet users. Online potential customers are much less interested in engaging with ads of any sort, and therefore, PPC marketers are finding it hard to generate high ROI. A growing population is also resorting to adblockers to keep their online experience ad-free.
Conclusion
While PPC can be profitable, things can get technical if the campaigns are not properly managed.
Visit our PPC Services page for more information on how we can help you with your PPC management.
Our job is to make technical, complicated, and sometimes overwhelming PPC advertising as simple as possible.