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Do you use PPC? The Pros and Cons to using it for your local business

Written by Todd McPartlin on . Posted in Blog, Paid Marketing

There is a common perception that pay per click (PPC) ads aren’t really for local business; that needs to be dispelled. PPC is capable of doing a great deal of good advertising for a small business, particularly a brand new one. It is also called cost per click (CPC), an Internet marketing formula for calculating the amount that online advertisers pay the publisher or website owner when the ad is clicked, whether or not a sale is made.
PPC is considered a simple way to boost traffic quicker than traditional methods, such as SEO or Search Engine Optimization. It is seen as an initial step to test keywords profitability and ROI. But, like SEO, PPC is not lacking in its share of advantages and disadvantages. While it can be an effective way to bring in new visitors and prop up a business, it pays to first factor in the pros and cons of PPC marketing before investing on this advertising model.
The Pros of PPC for Local Business
Requires little capital – PPC is affordable, and can be set up on a modest budget. Compared to SEO, which can be quite expensive, with PPC you don’t have to spend for anything to have your ad inserted in a search engine. You can choose to be aggressive or conservative, for as long as your budget allows you.
Gives quick results – All it takes are three simple steps to set up a PPC campaign through ad channels and wait for your ad to be clicked. If you have a good ad, you can get almost instant results and your site will rank right away. If your website is setup for conversions then expect sales to pour in after the clicks are made. 
Helps dominate first page results – PPC ads appearing in your page with high ranking continue to generate profits. PPC networks employ different forms of metrics that allow website owners to track their ads. These provide you with information on how the ads are converting and the ROI they make. 
Specifies the exact audience – PPC exposes your business to the right audience. If your ad is for local business, it is not advertised in the global market in the same way that it is not limited locally when your ad is meant for an international audience. PPC marketing helps advertisers to control their ads both locally and globally.
Allows ROI to be tracked and measured – By means of pixel tracking, you’re given immediate and invaluable intelligence to determine which keywords, ad messages, and landing pages are working and not. Pixel tracking is done by using the standard tracking code inherent to most PPC services.
The Cons to Deal with in Using PPC 
Involves complexities – Like other digital marketing methods, learning PPC can be quite time-consuming due to some complexities. It is best to hire a PPC expert to manage operation to ensure optimum results. 
Involves some costs – If you’re totally unfamiliar with PPC, you can start piling on cost pretty quickly. PPC is not free, and if you’re a small business owner, you’ll end up losing money faster than what your ad generates.
Requires great keyword research – The success of your PPC marketing depends on a variety of factors including the quality of your ads and keyword. PPC is mainly a keyword game, and a gamble at that. 
PPC can be a vehicle to profitable excursion for small businesses. There are pluses and minuses, however. Each click is equal to a cost that your business needs to compete within the advertising world. If you’re ready to take your business to new heights, make it happen with PPC marketing