The Pros and Cons of Pay-Per-Click Google Ads

Implementing a pay-per-click advertising scheme for your website is often considered one of the best ways to spread awareness of your brand and get a favorable return of investment. Yet, you might not know if Google Ads or pay-per-click (PPC) is right for you and your business. In that case, it’s best to know the conditions that would make Google Ads more beneficial to certain sites.

What is Google Adwords?

If you use Google, then you have seen Adwords and hundreds of PPC campaigns taking place without even realizing It. Ads are often portrayed at the top and bottom of the search results pages (SERPs). Whether you find those ads useful or not depends on what you are searching for and if they match up with the long-tail keyword you searched for.

For example, if you type in “Graphic Designer in Ottawa” into Google, companies currently running a PPC advertising campaign will appear at the top and bottom with their unique ads. The best-ranked businesses will always be at the top.

PPC Marketing Advantages

Now that you know what Google Adwords is, let’s talk about the pros of PPC marketing:

Measurable Results

PPC is much more measurable than SEO, because you have metrics from Google right at your fingertips, whenever you want to check in and see how your ads are doing. You can see how much traffic each ad is generating. Moreover, you can see the clicks on particular ads, views, and other targeted information. You can gain a lot of insight from a single ad campaign.

Remarketing and Retargeting to Visitors

Creating new advertisements helps people find your business again, especially when the first round didn’t hit the mark. PPC is the ideal tool for retargeting visitors and remarketing your brand. You can continually redo ads to meet the needs of potential customers and drive them to convert. In the end, you get more local and global growth. Just be sure to use the information from the analytics panel to help you develop your retargeting/remarketing strategy.

Quick Setup

Anyone can set up an Adwords campaign with a little practice. While you do have to do the keyword research and create an ad group, every block has steps that you can follow. You should have no trouble with making ads yourself, but there’s plenty of pros out there who will happily help.


If you’re a newer business trying to gain exposure, then you want to try PPC through Google Adwords. These campaigns are launched immediately. Since Google handles billions of searches every single day, your chances of getting seen by more people multiples exponentially with one PPC ad.

PPC Marketing Disadvantages

Heavy Competition

The greatest struggle of new businesses trying to burst out into the market with PPC ads is that they are often dwarfed by the long-standing competition that have been using Google Adwords since the dawn of the program. If you don’t know your opponents, or if you can’t measure up to their ads, then don’t try, because your campaign will struggle.

Dollar Signs and Deadlines

Sadly, when the campaign finishes up, the ad disappears. If you stop paying, the ad disappears. This means that if the ad didn’t perform as well as you had originally hoped, you could lose money—and there’s no way of getting that time and effort back. Unlike SEO, which can passively attract people until the end of time, PPC advertising is short-lived and, thus, slightly more expensive.

Word Limitations

The ads that you’re creating in Google Adwords aren’t meant to be overly informational. Much like a newspaper classified, you are limited to 30 characters in the headline and 80 characters in the description. Therefore, if you want to grab the attention of the target audience, you need to be succinct yet attention-grabbing.


Hopefully, a look at the advantages and disadvantages of PPC marketing will help you decide if it is right for you. PPC marketing can be beneficial if you want to build an online presence and get a higher conversion rate, but you need to think about the competition and your budget as well.

Umar Bajwa
Umar Bajwahttp://www.theroom.com.au
Umar Bajwa is a young business enthusiast and content coordinator loves to write about Business, Technology, Life Style & Digital Marketing


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