Pay Per Click (PPC) is seen by many as one of the best Marketing Strategy to promote your business online. With many businesses trying their hand with PPC before taking the plunge into Search Engine Optimisation (SEO).

However like SEO, Pay per Click has its advantages and disadvantages. It’s important that you know both before taking the step into PPC first.

Here are some Pros and Cons of PPC:


1. Offers Remarketing/Retargeting

Remarketing/Retargeting refers to the efforts of reaching back out to visitors that may have already previously visited your site. A conversion won’t always happen the first time round a visitor goes to your site.

Meaning with PPC you can continue to market/target to those visitors again and again on search ad results, resulting in a higher chance of getting some form of conversion from a visitor.

2. Set your Own Budget

Using PPC means you are able to set a budget, how much you want to spend per day, week or month too.

When the budget is reached the Ad will naturally pause for the day, week(s) or month until the budget resets.

3. Gives you Measurable Results

The results you can gather in PPC are much more measurable than that of SEO.

This is because PPC networks provide different form of metrics, which allows you to really understand the results and whether the Ad has performed as predicted.

4. Site Being Seen

PPC is a great way to get your products or services seen.

When it comes to Search Engines they show the Ad results at the top of the page before the Organic Rankings. Meaning even if your Ad isn’t clicked on you are still seen first by all the users that have searched for that particular product or service.

5. Provides Greater Control

If you are the one that likes to have control over the marketing strategy then PPC is the way forward. Unlike SEO you have a say in specific pages you want visitors to go to and what they see.


1. Can be Complicated

With PPC there are a lot of variables involved meaning you could lose a lot of money if you are not careful, businesses can find it a lot more difficult than other marketing strategies.

Which is why it maybe a good idea to have an expert help you run and guide you through your PPC marketing to maximise your budget and results, which does result in more money being spent.

2. No Promise on Conversion

Unfortunately PPC does not always promise a conversion, it may not always be guaranteed a visitor will turn into a buyer.

However, you still have to pay for the visitors click even if they didn’t buy your product or service.

3. Ads Disappear when Campaign Ends

When setting a budget for your PPC campaign it will mean that once your budget has been eaten up your campaign will stop running until reset.

This will happen until you either up the budget, run a new campaign or the budget resets ready for the next day, week or month.

4. Takes Time

PPC takes time before you start seeing real results. If you decide to close the campaign down after a month you aren’t giving it the time it needs to mature and get the results needed. A good PPC campaign could take anywhere between 3 and 6 months before you see real results.

5. Click Fraud

Now this may sound silly but Click Fraud is a real thing!

When it comes to PPC campaigns competitors can go and click on your campaign numerous times over and over again, meaning you are paying for their clicks.

As you can see there are numerous advantages and disadvantages of PPC marketing, and its important to consider all of them.

We understand how hard it can be to run a PPC campaign, which is why we are a team of experts that can help all businesses with their PPC marketing.

Get in touch today if you need help setting up and managing your PPC campaign.