Pros and Cons of PPC Ads and How to Make Them Work for You


According to experts, there is no secret to running a successful PPC campaign. Real good campaigns are built by hard working people who understand their audience and use the right tools that help them keep the campaign and its results in check.

Therefore, we will look at the most influential factors for the success of a PPC campaign and discuss the pros and cons of using ads to increase your sales.

How to run successful PPC campaigns

If you understand how PPC works and what prompts your target audience to click that “Buy Now” button, you have the knowledge for as many successful campaigns as you want. However, if you have the knowledge, you also know that a campaign cannot be successful without these main factors:

# 1: PPC ad monitoring

You can’t “define your ads and expect results the next day.” Plus, if you’re the ‘set it and leave it’ kind of advertiser, we can guarantee you a low success rate.

Successful ads require constant monitoring and adjustment to fit the audience and keep up with market trends. In addition, according to this guide, the type of PPC monitoring tool you use also has an impact on the success of your campaign. This happens because each tool offers different tasks that may or may not meet the needs of a business.

# 2: focus on the right keywords

Before setting up a PPC campaign, you need to know its objectives (brand awareness, increased traffic, increased conversions, etc.). Correctly identified and expressed objectives lead to the use of the right keywords for your ads.

# 3: work on the timing

Unless you know for sure that your audience will be online 24/7, your ads shouldn’t run in an endless loop!

Take the time to observe and identify the times of the day when the target audience is most likely to be online and interested in clicking on your ads. By doing this, you can focus the budget on the busiest times and make the ads more visible, with a better chance of being clicked.

Pros and Cons of PPC Ads

PPC ads are not a one-size-fits-all solution. This type of campaign is just a cog in your marketing strategy, and you need to be aware of the pros and cons so that you can use it properly and achieve your goals.


  • Increased visibility – your ads will be placed at the top of the search results, so that even if users don’t click on them, they will see your brand name and take note of it. This makes PPC campaigns ideal for newly launched sites and pages to drive traffic.
  • Targeted focus – PPC campaigns are amazing for niche advertising because you can use hyper-specific keywords and focus on various segments of your audience.
  • Good budget allocation and control – the advertising system is designed to give payers maximum control over how they spend their money. You can set limits, alerts and create rules to suit your needs.

The inconvenients:

  • Not a long term strategy – by the time you close the PPC campaign, you will notice a decrease in traffic to previous organic results.
  • Bidding wars – you are not the only one who wants to appear at the top of the first page, for a specific keyword. As a result, you can get caught up in various bidding wars which will increase your spending.
  • You pay per click – whether it is an intentional click but the user decides not to buy or an accidental click, you will be charged.


As you can see, PPC campaigns are not a magic bullet to increase traffic and find new customers. However, when used correctly and in combination with a well thought out SEO strategy, ads can give you the boost to reach new marketing heights.

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