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Pros and cons of PPC

From: Pay-Per-Click Fundamentals

Video: Pros and cons of PPC

Like an advertising adventure, there are both pros and cons to investing, so Some of the top pros of doing PPC advertising, are that you set your There are no contracts with the search engines, no additional fees. You can turn it on and off, as you need. And you set the maximum bid prices on a per keyword, and ad group basis.

Pros and cons of PPC

Like an advertising adventure, there are both pros and cons to investing, so let's walk through a few things to expect, before you spend a single penny. Let's go through the pros first. Some of the top pros of doing PPC advertising, are that you set your budget amount, and you can expect that the search engine will adhere to that. You can choose the words or phrases that you bid on. There are no contracts with the search engines, no additional fees. You can turn it on and off, as you need. And you set the maximum bid prices on a per keyword, and ad group basis. Some additional pros, results can come in very quickly. Sometimes as little as a day, or a few hours.

You write the ad text yourself. Changes are easy to make, and upload fast, to the search engine. There is free customer support available for both Google and Bing, online and over the phone. It can be a cheaper form of advertising, and the most important pro in doing PPC advertising, visitors are a targeted user. They search for you. They went to Google or Bing, typed a query into the search box, and hit go. They're looking for you. Of course, there are some cons as well, as with any form of advertising. Some things to consider, it's not for every industry. For example, if you have a lower price point and the cost of the clicks are high, it wont even out.

Assume that whatever money you've set aside for PPC is gone. There are no guarantees, that you'll make it all back. It can be confusing. There is a lot of vocabulary and options to learn. And it can be competitive. If you're industry's competitive, it may not be any cheaper than any other method of advertising, when all of the costs and clicks are added up, and compared. And then, you have to watch and be aware of click fraud. This is where people or robots, maliciously click, on your ads to cost you, the cost of the click, but have no intention of buying. The search engines are actually quite good at detecting this behavior, and crediting advertisers automatically.

But if you notice the volume of clicks you're buying goes up suddenly, you might need to investigate possible causes. And last but not least, competitive industries require competitive budgets to match. This is something I see time and time again. For example, if your product is expensive, and sales are infrequent, you'll need more budget to buy more clicks, to find buying customers. If your keywords are expensive, say in the insurance or law verticals, which have clicks that can cost up to $50 each or more, a monthly budget of $500, will not be sufficient enough to find new clients or customers.

This was just a quick list of things to consider, before starting a paid search marketing effort. Each person's experience will be different, but the more you can educate yourself before you get started, the more likely you are to be successful, and the less money you will waste.

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This video is part of

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Pay-Per-Click Fundamentals

34 video lessons · 3542 viewers

Elizabeth Marsten
Author

 
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  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

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