Pay-Per-Click Advertising: Advantages and Disadvantages

Pay-Per-Click Advertising: Advantages and Disadvantages
  • PPC, or Pay-Per-Click Advertising can be a great way of promoting your business online, providing it’s managed properly. For one, it’s a very simple way to advertise hence its popularity.

    But like everything it comes with both advantages and disadvantages. Here are a few listed below.


    • PPC can be very cost-effective since you only pay when a user clicks on your advert. You can also choose how much money you want to be spending as there are no budget restrictions. You choose how much you pay when someone clicks on your ad with no hidden extra costs involved.
    • A big advantage to using PPC is the fact that it is very useful when it comes to targeting specific traffic. You can choose your audience based on things like location, language, keywords, time, date and even what device is being used. You can also use ad re-targeting, which will display your advert to someone who has previously visited your website.
    • PPC is measurable. Everything has a measurable target so you can measure everything related to PPC, whether it be clicks, profit, views or visits. You’ll also know how much you are spending and whether you are making a profit or a loss.
    • It’s a very customisable tool so you can make any number of small adjustments based on all the measurable things mentioned above.
    • With PPC you get fast results and are able to see the effects almost instantly, as opposed to SEO which can sometimes take months to make any sort of real impact. It comes in hand if you want some instant traffic to build momentum, whilst waiting for SEO to make an impact.


    • A potential disadvantage when it comes to using PPC is that it can be time consuming. Merely setting a PPC ad up and leaving it isn’t an option if you want it to be a success. A PPC ad will need optimising and tweaking based on the initial results it is getting.
    • PPC can be a waste of resources and finances if you are not confident in how this type of advertising works. If you end up bidding on the wrong type of keywords then this can be detrimental, meaning the ad becomes costly and time consuming. This is why most companies tend to hire a PPC specialist who can set up effective campaigns rather than taking a stab in the dark themselves and hoping for the best.
    • If you don’t monitor your PPC the costs can add up very quickly, especially if you end up in a bidding war with a competitor on particular keywords.
    • PPC doesn’t necessarily equate to your business being used, but you will still have to pay for the ad click.

    Overall, there are many benefits to using PPC, it is more effective though to use PPC in accordance with SEO, the two major components of digital marketing.

    To discuss how we can help you use PPC and SEO to promote your business online, please email us at for a free consultation today.