Pros and Cons of PPC (Pay per Click Marketing)
The rise of paid marketing has given you many options to advertise your product and content. Extensively used to initiate customer engagement PPC is one such technique for website engagement. Companies involved in digital marketing are frequently investing in this marketing strategy. It generates a prompt response of traffic on the website through clicking on ads and content. Contrary to that, SEO requires detailed strategies to bear the same results. PPC technique, being simple, has both pros and cons due to its wider applicability and adaptability in almost all products and services. Here are some to consider.
Pros – Pay-per-Click Marketing
A Quick Fix
PPC is a quick fix to your online paid marketing content needs. It generates traffic to your website, products, and services in one click. Usually, the target markets are highly motivated as they are directed to your website, looking for what they need in one click. This furnishes a higher chance of converting a potential buyer into your end consumer. Due to its immense popularity, SC (South Carolina) is one of the highest-ranking states in the US where digital firms strongly suggest PPC for better conversions rate and simple fixes to declining demand.
Unlike other marketing techniques, PPC is better in calculating your return on investment in a precise way, i.e., against every click, the conversion you have in real. Different pay-per-click analytics can help you understand which placements produce traffic whose need you correctly serve as a seller. You can also track whether they click on your ads are initiating the right queries on your chat support or customer service.
Narrowing Target Market and Exploring Segmentation
One of the many potential benefits of this technique is that these analytics can help you segment and comprehend how effectively your ad or content is reaching your target market. Since some ads and content are more clicked than others, you can assess where the market is actively engaging with your placements. This further creates room for niche marketing where you can place an ad for a certain time, hour, day, audience, specific cities, and countries. Digital Marketing builds analytics that might help you narrow down your target market or reach segments that are yet to be explored.
Complements SEO Techniques
If your firm has a very strong google presence, this technique can be a cake in your pocket that can fill your extra hunger anytime. SEO increases your content, website, and ads’ visibility through keywords, and so as PPC with clicks. The more we are searched, the more we are clicked on, and the more we are clicked on, the more we are searched. PPC can serve a double branding in your presence if you are already listed high in google search. Most firms keep both techniques in a search engine to make their customers’ experience an optimized one.
PPC is the right way to do online shopping. For instance, if you integrate the word “blue denim jeans” in your keywords, the buyer will be shown your ads for buying blue denim jeans. They can click and do perfect Google shopping.
Despite all these pros, we cannot ignore the cons this simple technique has! Here are a few.
Cons – Pay-per-Click Marketing
Lagging Long-Term Effect
PPC is not as organic as an SEO technique. That is why its top trend in SC (South Carolina) has not restrained digital firms from using online integrated digital marketing for better search optimization on Google. You can never continue with pay-per-click long-term, and being a click marketing, it will not direct traffic to your website long-term. When you stop using such techniques, the market will direct to a similar product or service using this technique. The loyalty of customers can thus become a bigger issue as soon as you stop using PPC.
If your firm budget is constrained, you cannot always continue with PPC marketing in seasonal selling. Hence even if it calculates your ROI, precisely a budgetary constraint cannot help you generate enough ROI. Such a limitation becomes a downside for firms with a shortage of funds or comparatively lesser funds, especially in seasonal products where clicks and traffic on a website are necessary for more sales.
Varying PPC Rates
Another problem with PPC is its varying rates. It might range from $1 per click to $10 per click or more. This indirectly affects the longevity of PPC in your marketing. In high selling seasons, PPC rates sharply increase, which again might affect how much you can invest in it and to what extent. Sometimes, you might drop the idea or restrict it, considering it too expensive and over-burdening your finances.
Some digital firms use ghost traffic for advertising your firm. This only increases your clicks and not the traffic. You can get traffic out of it at times, but then your conversions become a bigger question. That is why firms now prefer content marketing for better search optimization on Google. Some PPC advertisers also try to sabotage their competitor’s position by just signing in from different IP addresses and clicking on content and ads. This generates huge bills of ghost traffic.
The ghost traffic and mere clicks can bring your listings on top. Hence it cannot always give you a true picture. Also, as soon as the budget runs out, your listings are no more in the search.
Though PPC has a very high tendency for better conversions and a better ROI because of its highly targeted market approach, it can get expensive for firms with high budgets or enough google-smart-strategies. It also can get unrealistic at times as mere clicks do not always reach a conversion point. The idea is to vigilantly look at the possibilities of creating a balance between PPC and SEO. Overall, the pros of PPC outweigh its cons as the click has a higher tendency to target a market that directly lands on your website and makes your firm sell its product right there!
SEO After Coffee, January 2021. Greenville SC.