Pay-per-click (PPC) is an appealing form of advertising since you can set your own budget and target audiences likely to be receptive to your message. Yet there are risks associated with this form of online marketing that could diminish your ROI.
1. PPC Can Get Expensive Quickly
You’ll pay for each click even if those potential buyers don’t seal the deal. Bidding on desirable keywords can also jack up your investment faster than anticipated. The most expensive Google AdWords’ keywords, based on cost per click and popularity, are:
- Insurance at $54 per click
- Mortgage at $47
- Loans at $44
2. Sponsored Ads Are Often Ignored
Four out of five American consumers ignore online ads, according to one estimate. The same is true of sponsored ads. When multiple sponsored ads are vying for clicks, online searchers are even more likely to tune out.
3. Consumers are Naturally Skeptical About Advertising
It’s easier to convince potential consumers to buy what you’re offering if you use a mix of marketing techniques. With ads, there’s a natural tendency to think there’s something more to what’s being sold than what’s being stated. If a company uses PPC, having a high organic rank as well can help assuage consumer doubts.
4. Shady PPC Firms Spike Costs
Some unscrupulous marketers make vague promises without getting into specifics about the risks. There’s also the potential for “click fraud,” where fake clicks are sent from different IP addresses, often resulting in nothing more than meaningless ghost traffic and expensive bills for those phantom clicks.
There are ways to control your budget with PPC. AdWords, for instance, will stop displaying ads after you’ve reached your daily budget. However, it’s worth considering if PPC advertising is really the most economical way to reach your intended audience based on your marketing objectives and available budget.
Learn more about using PPC and discover other ways to drive traffic to your site by reaching out to Saba, Inc. at (858) 277-1717. We are a trusted SEO agency in San Diego, helping clients just like you find their target audience and increase online viability. Give us a call today and ask for a complimentary website audit!