What is Pay-Per-Click Advertising?
Pay-per-click (PPC) is a form of online advertising that allows you to bid on keywords related to your business and develop corresponding ads to promote your products and services. Your ads then appear in search engine results or on websites related to your keywords. You pay only if someone clicks on your ad.
Since Google Ads is the most popular form of PPC marketing, let’s take a look at the pros and cons of running a Google Ads campaign.
Google Ads – Pros
Offers Immediate, Measurable Results
PPC advertising drives traffic to your website site quickly. Google Ads can be especially helpful in promoting new sites or product/service offerings. Google Ads includes metrics to help you determine your return on investment.
Agile and “In the Moment”
Thinking of offering special pricing during March in honor of St. Patrick’s Day or March Madness? Take advantage of sales opportunities by adjusting your campaigns at any time.
Levels the Playing Field
Are you having difficulty getting your business to rank on the first or second page of organic search results? Pay-per-click advertising campaigns can provide you with needed exposure for your business.
Ideal for Local Targeting
Local businesses can bid on keywords with geographic references (which may equate to lower costs-per-click) or set up a geo targeted Google Ads campaign.
Complements Other Marketing
Pay-per-click advertising works hand-in-hand with other marketing strategies. For example, an effective Google Ads campaign can bring new clients to your website while your SEO efforts in optimizing your website can help close the sale.
You Control the Message
You have greater control over your pay-per-click ad message than an organic search result listing. Craft an offering that is too good to pass up.
Google Ads – Cons
Not Self Sustaining
Once you stop an Google Ads campaign, the flow of leads and sales stops immediately; there is no residual effect compared with SEO which provides longer lasting benefits.
Advertising is Not Free
You are paying for every click even if the person who clicks your ad leaves your website immediately. Also, the cost-per-click may be high for keywords in competitive industries (such as insurance, loans, mortgages and legal services).
Learning Curve
Setting up and managing a PPC campaign requires skilled management, time and active involvement. That’s where DeVore Web Solutions’ Google Ads management services come into the picture.