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Are you interested in running a pay-per-click marketing campaign for your company? Before diving into such an advertising channel, it is in your best interest to look at the pros and cons of pay-per-click marekting.

As with any type of business idea, we like to look at the benefits first. Let’s start by reviewing the pros of PPC campaigns.

PPC Pros

1. Anyone can do it.

Pay-per-click marketing can be used by anyone. You do not necessarily need deep pockets to get started. Of course, you will need some start up funds in order to have a successful launch, but you have the opportunity to set your own budget. Whether it is a $100, $500 or $5000 budget, you have full control over the amount of money you want to spend.

2. The results of a pay-per-click campaign can usually be seen immediately.

It does not take weeks or months to know whether your campaign has been successful. PPC campaigns allow you to track the results of your campaign in real time as it is happening. This gives you the ability to make quick decisions about your campaign if necessary. If your campaign is going well you can increase your budget and if not you can cut back. You’ll know how to react when it matters instead of after it is too late.

3. Your website doesn’t need to follow all the SEO rules.

Organic search engine results rely on websites being well optimized. But with a pay-per-click campaign you are buying placement at the top of the search engine results page. You get to automatically go to the head of the class. However, we always recommend that you take the time to invest in a full search engine optimization plan for your business. While your PPC ad will be in the top area of the results, you also have the opportunity to be towards the top of the organic search results as well, but only if you engage in an active SEO strategy.

Of course, pay-per-click marketing is not perfect (Is any marketing channel?). What are the cons associated with this advertising avenue?

PPC Cons

1. Pay-per-click fraud.

Not every visitor received is a legitimate prospect. Some of your clicks may come from competitors that are looking to cost you money. It does happen. With this in mind, it is important to take time and analyze your click traffic. This analysis will help you determine which clicks are legitimate leads, and which are false prospects.

2. Pay-per-click advertising can be expensive over the long run.

If you do not take the time to analyze and track your PPC campaign, you can easily lose thousands upon thousands of dollars. It is important to monitor your campaign and ensure that you’re spending the right amount of money. Do not fall into the notion that the campaign will run itself, or you’ll be in for quite the surprise when you receive your statement for payment!

3. You have to pay the bill each month.

If you don’t properly fund the campaign, it can (and will) get cut off. Once again, this emphasizes the point of active campaign management. Having the proper amount of time and resources set aside before you begin is important to a successful campaign.

Pay-per-click advertising has been the single biggest breakthrough in advertising since the invention of the TV. The dollars being spent on this form of advertising are only increasing each year. If you need to reach a large audience – and the internet has the single largest audience you are ever going to find – then paid search marketing might be right for you.

Ready to get started with your PPC campaign? Contact the team at Titan Web Marketing Solutions today by calling 615-890-3600. You have two options: start your campaign on your own or trust the Google AdWords Certified team at Titan!