PPC – Short and Long Term Benefits

Companies often opt for pay per click advertising because they know almost immediately how much each click will cost them, and exactly how much it costs them to get each and every conversion. However, those with tight strings around their purses need to consider carefully the kind of marketing strategies that would suit their business the best

Here’s a brief over view of the pros and cons of long and short term PPC advertising to help you understand why PPC advertising is or isn’t the best investment for you:

Long Term PPC Advertising

• Pros

Pay per click advertising has absolutely no long term benefits.

• Cons

Consider this – each click equals to one visitor, and once that visitor leaves, there’s absolutely no guarantee that he’s ever coming back. It’s possible that he might bookmark your website or even consider making a purchase from you, but as most businesses will vouch for it, that’s a long shot. Long term PPC has no benefits, and you must realize that it is never a 100% guarantee for any sort of ROI for your company.

Short Term PPC Advertising

• Pros

Short term benefits are what PPC advertising is really for. Its payoff is always immediate, and if you’re smart enough to target your ad to the correct audience and lead them to a superb landing page, then you can concentrate all your focus and money on those people that click on your advertisement, looking especially for your website and its products or services. Of course, there is no guarantee of their conversion, but PPC is the most effective way to get more targeted business.

It’s also a cost effective way to advertise. A single cup of coffee will amount to more than what you pay for each click for PPC advertising!

• Cons

Each click might be very cheap, but with the amount of money you have to spend on gathering and processing keyword related data, your budget balances itself out. Not to mention that the research itself is spread over the course of many months.

PPC advertising figures also don’t take into account the number of people who accidentally click on links, nor can anything be done about the high bounce rate for such ads, with every bounce being a small investment that you’ll never see again. Also, as has been emphasized again and again, PPC doesn’t ensure any percentage of customers or conversions for your business, and it definitely isn’t going to sustain visitors all on its own. If you do not have a great website/products or services, then no amount of advertising can help you sustain your business.