Pay-per-click (otherwise known as PPC) is used by a variety of businesses to help grow their online presence. It is considered by many as one of the most logical steps that can be taken when it comes to marketing a business and driving traffic to your website. This is why a huge variety of business owners are quick to use PPC; however, this then begs the question, is it worth it? 
PPC, like most marketing practices, comes with advantages and disadvantages. As such, you should consider the list below that will go into more detail about the pros and cons before you begin incorporating PPC into your marketing strategy with the intention of growing online. 

The Pros of PPC 

There are a variety of benefits that come with using PPC as a means of online marketing. These include: 

PPC Offers Retargeting or Remarketing of Your Visitors 

Remarketing refers to the effort of reaching people who have previously visited your website. The process is done very easily if PPC is incorporated into your business marketing strategy. It’s unlikely that a visitor to your site will convert the first time, or following a first encounter with your product, which is why remarketing can be such an effective strategy. Essentially, your ad will be getting placed in front of people who have previously visited your site, which will keep them reminded about what you do and why they should buy from your business. 

PPC Gives You Measurable Results 

Though SEO can be an incredibly effective way to market and grow your business, it is not as easy to measure your results using it. This is because a lot of the PPC networks that are available such as Google AdWords, provide a much different form of metric that allows website owners to check whether or not their ads are actually converting and giving them a reasonable return on investment. The metrics available will provide you with information on the amount of people that have seen your ad, as well as the amount of people that have clicked it, and what actions were performed on your site. 

PPC Gives You Quick Results 

If you are hoping to see quick results then PPC is definitely the best method available to you as the likes of SEO, though effective, are much slower burners. Using Google AdWords, it is incredibly easy to set up a PPC campaign. You will simply need to complete three easy steps, which are to create an account, create an ad and then bid on keywords. All you will need to do once this has been completed is sit back and wait for people to eventually click on your ad, which shouldn’t take long if you have chosen the right keywords. 

The Cons of PPC  

Of course, like any online marketing strategy, PPC also comes with disadvantages. These include: 

PPC Can Be a Complicated Process 

There is a reason many businesses opt for professional help, such as itseeze Horsham when it comes to PPC because it can be an incredibly complicated process. There are a lot of variables involved with PPC campaigns, to the point that if you are not careful and managing your ads carefully, you may find it difficult to compare how effective it is against other marketing strategies. It is a process that can be learned and as mentioned, once learned it can be incredibly effective, but getting there is the tricky bit. 

PPC Is Not a Free Practice 

The clue is in the name, but PPC is not a free practice and can actually end up costing a lot of money. When it comes to designing a small business marketing strategy, many companies are often very keen to save money wherever possible. This is why a lot of small businesses decide to go for practices such as SEO when they first get started as opposed to PPC. As such, if you are a struggling entrepreneur, then PPC may not be for you and you may want to consider content marketing instead, such as effective SEO practices like blogging and uploading video and infographic content. 

PPC Ads Disappear When Your Campaign Ends 

If you are using content marketing and publishing blogs or videos on sites that get a lot of traffic, then your traffic is going to be on that site for the foreseeable future. If you are running ads on a PPC basis though, then once your campaign ends (i.e., once you stop paying for the campaign) then your ads will stop appearing. Once your ads on these sites stop then so too will all of the traffic and sales that you got from them. Once again, this is an issue that boils down to cost, so if you have a large advertising budget then this will not be an issue; however, if you are a bit tight for money then you will struggle to sustain a PPC campaign. 


It can be difficult to know what the most effective way to market your website is and a lot of the time this generally boils down to trial and error more than anything else. This is mainly because there are such a huge amount of options available to you once you get started. 
One of these options is PPC marketing which comes with an array of pros and cons, as discussed above. Though they are very effective methods for seeing fast results, a lot of the time they cannot be used by businesses who are a bit short of cash. 
These businesses tend to use SEO practices which involve having an SEO-friendly website made that draws a lot of organic traffic thanks to its use of keywords. Organisations such as itseeze Horsham are able to help in instances like this, due to the fact they are proficient at creating custom-designed websites, regardless of the size of the business. These affordable website packages also come with ongoing support, so regardless of whether your business decides to go the PPC or SEO route, you will receive advice from professionals. 
Tagged as: Online Marketing, SEO
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