Like any form of marketing, pay-per-click advertising has its pros and cons. Ideally, your company will use PPC as part of a complete digital marketing strategy, so you maximize its strengths and minimize its weaknesses.
Pros of PPC Marketing
- Immediate results: As soon as your ads are approved, they will reach your target audience.
- Highly targeted: You can be extremely specific about who sees your ads.
- Easy to track: You can quickly track the success of your campaign and measure your ROI.
- Potentially huge exposure: Paid ads are prominently displayed, with the potential to reach a virtually unlimited number of people.
Cons of PPC Marketing
- Costly long-term option: You have to pay for every click, leaving you in the hands of advertising pricing. If you do this for months or years, it’ll add up.
- Not building an asset: When you invest in content marketing or building an email list, you’re creating an asset you own. With PPC, your success is reliant on continued ad spend.
This is why my own digital marketing agency works to create a well-rounded digital marketing plan for your business. PPC has some amazing benefits, but you need good marketing in other areas as well.
PPC isn’t a replacement for organic SEO. The two should complement each other, with organic work taking a good amount of your focus because those clicks are free.