The Pro's and Con's of a Pay Per Click (PPC) Management Campaign

Ever lamented the fact that your page never shows up among the first options for a search engine? There is a solution, but determining where to spend your marketing budget takes time and research. Which tactic is worth the investment? Which will bleed you dry with no results? As you make these considerations, you should weigh the strengths and weaknesses of small business PPC advertising before starting a PPC campaign.

PPC for small businesses can make great strides in improving sales, views, and interaction with website content. Wherever your company falls, with pay-per-click management services as well as knowing how to calculate a PPC budget, you can make the most of this marketing strategy.

One of the major differences between PPC and SEO is speed. If you’re trying to generate sales quickly with pay-per-click for a small business and you have a good, targeted ad, then using PPC will generate traffic at a swift pace. Creating a successful ad and knowing what keywords to bid on may require help from a PPC specialist or even a PPC campaign agency, but the steps to put the ad up are rather simple. First, create an account on something like Google AdWords. Then bid on the right keywords, and pick a landing page.

One of the greatest pros of PPC is that ads only show up when they’re relevant and only get charged when someone clicks on the link. For that reason, PPC has the potential to reach the specific audience you are looking for, and even better, the potential customers looking for you. However, picking the right keywords to bid on is a struggle—and for that reason, PPC campaign management services will choose the right words and avoid the wrong words so that your investment isn’t wasted.

PPC is convenient because it can be turned on or off when it’s most beneficial for your company. During busy times such as the holiday season, SMB PPC advertising can be increased to draw in more of your audience more often, and during off-times, it can be paused. A pay-per-click consultant can help if you aren’t sure when is the best time to run PPC ads for your business.

Okay, you’ve heard all the good things about PPC. What’s the catch? Small business pay-per-click ads do solve a lot of problems, but they aren’t the solution to every problem. Make sure to consider these cons before pursuing pay-per-click account management and hiring a Google PPC agency.

Like most digital marketing tools, PPC can be a complex beast to tame. It takes time, patience, and skill to learn PPC and make it work for a small business, especially for large enterprise brands. The complexity of PPC makes it hard to navigate and use correctly without assistance, whether it’s from an enterprise PPC company, a small business PPC company, or just a PPC management specialist. Compared to even the complexities of SEO, PPC still wins out on the most difficult to optimize for your business’s benefit.

PPC is straightforward and transactional in its returns, but that also means it doesn’t have much ability to create a lasting impact. Once the spot is no longer being paid for, a PPC marketing specialist would warn you that your page will entirely disappear from the search engine results, as if it had never been there in the first place. Therefore, though you may gain a few returning customers from making your brand visible, organic searches accomplished through SEO will always win out as far as impact long-term.

Here’s some sad truth—people often skip past sponsored pages! Your brand will still gain some recognition for even being on the page, but it still means PPC isn’t the perfect solution and certainly can’t replace SEO. With help from pay-per-click advertising management services, of course, you can lessen this problem with very effective word usage in the title and description of your PPC ad. A google ads agency for dentists, for instance, would be able to come up with a much better title than “We Clean Teeth!”

No business has an infinite budget, especially not small businesses. PPC management for small businesses helps a brand get its foot in the door, but it is not a long-term solution for this reason. Putting a bid on a keyword can also get expensive if a competitor also wants the top spot, starting a bidding war that inflates a keyword’s price. Then, of course, there is the cost of pay-per-click AdWords. For these reasons, PPC is best when paired with other strategies such as SEO, something that can be optimized with help from a PPC advertising specialist.

With the help of a PPC services agency, PPC can give short-term success to boost a company into long-term growth. As previously stated, however, this is not possible without a good amount of knowledge on the intricacies of PPC for small businesses or enterprise brands. It is definitely critical to consult with a google advertising professional in order to make the most of this marketing channel!