Advantages of a Pay Per Click (PPC) Ad Campaign

There are many Website owners out there who steadfastly refuse to even consider getting into Pay per Click Advertising. Perhaps they have heard some "war stories" of site owners who claim they have spent exorbitant amounts of money on website design and development with little to show for it. But it is possible such owners just didn’t execute the campaign properly. There are several indisputable advantages of PPC advertising.

Immediate Results

By its very nature Pay per Click ensures you are using keywords that will attract visitors. That’s what you’re paying for. Some Website owners have reported increases in Internet traffic to their sites in as little as a few hours after posting their PPC ads. And almost everyone agrees that the most well conceived and executed SEO campaign will take time to yield increased traffic, sometimes several months or more.

Ability to Use Existing Website

If your site is up and running and you’ve looked into SEO as a way to increase traffic you know you’re in for changes to your site. Site design, layout, and content changes for an SEO effort can be significant and are almost always time consuming and frequently expensive. With PPC you can use your existing site as it is. If your conversion rate — turning visitors into buyers on E–Commerce sites — is not what you had hoped for then you can think about revising your site. PPC will get the visitors to your site but what they do when they get there is still largely a function of the quality of the site.

Pay for Performance Only

As a reminder to those who howl and complain about the high costs of PPC, you only pay when a visitor clicks the ad. If you are one of the unfortunate few who write poor ads that attract no one, you pay nothing. You are in control of the traffic with a PPC campaign. A good ad will attract visitors. An SEO campaign, even with its frequently large initial costs, cannot ensure traffic will increase to your site.

Area and Time Control

With a PPC campaign you control when and where the ad is seen. If there is no market for your products or services in a certain region of the world, your ads will not appear there. You can also control the timing of your ad’s appearance.

Purchasing Top Positions

The whole point of an SEO campaign is to get a higher position in the SERP (Search Engine Results Page). And no matter how good your campaign is, you’re never one hundred percent sure you’ll get the position you want. PPC is another story. You can buy the position you want. It may be costly but you control it. If you have the money it’s yours.

Control of the Landing Page

A natural search result may send the Internet Visitor to a page in your website you would prefer not to be the first exposure users have to your site. Even with good SERP positioning, you never know what page on your site the visitor will land on. But with a PPC campaign you determine exactly what page your visitors will see when they click on your ad.

If you’ve noticed how many times the word "control" appeared in this article you understand the key benefit of a PPC campaign. You are in control. Good luck!