Using the internet as a means to promote your business is now recognized universally as the best way to get your product or service in front of prospective customers. That being said, with every business now recognizing this, how do you make sure that you stand out? One of the more popular methods that are used by organizations everywhere is pay-per-click advertising. Of course, given that this costs money, you may want to know more about the pros and cons of using it before committing. This article will look into more detail about what specifically the benefits and limitations of paid advertising are.
How Do Paid Ads Work?
Paid ads work exactly as they sound like they do. Essentially, you will be paying for your ad based on the number of clicks that it receives overall. Traditionally, marketers would pay for an ad upfront and not know how many impressions it received; however, now people are able to pay specifically for the influence it has. You can run these kinds of ads on a huge variety of platforms such as Facebook, Google, Twitter, LinkedIn, and Instagram.
Pro: You Get Immediate Visibility
One of the best parts of using an ad such as this on Google is that you will begin to see the positive effects almost immediately. Users who search for the terms that you specify will be able to see your business at the top of their results right away, and as such, you will be able to draw all of those eyes to your site and convert them into legitimate sales.
Generating natural traffic can take some time when you initially launch your business. For instance, if you run a SaaS organization then the SEO SaaS framework needs to be followed in order to go about researching keywords the right way. That being said, the long-term benefits of generating organic content this way are huge, and as such, even if you are going to pay for ads, you should still practice content marketing and try to rank it organically.
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Con: Paid Ads Don’t Have Any Longevity
While it’s great that these paid ads do grant you and your business immediate visibility, the disadvantage to this is that a lot of your leads tend to drop off the minute you stop paying for Google advertising. This means for a lot of companies, using PPC as a long-term strategy simply isn’t an option as they don’t have the money for it.
Pro: You Can Track Your Results a Lot Easier
Because of the fact with these kinds of ads you are paying for every click, you can track your results really simply. This will give you plenty of time to measure and improve your performance and make any necessary changes. By having such a plethora of data at your fingertips, it is normally a good idea to partner up with a marketing company that has a better sense of numbers and will know exactly what to do with all of this information. That being said, this again comes down to cost and whether your business will be able to afford it or not.