PPC advertising has become an integral part of online marketing strategies for businesses seeking to enhance their digital presence. However, amidst its numerous advantages, PPC campaigns are not without their pitfalls.

Here, we explore some of the major pitfalls associated with PPC advertising…

1. It can be costly.

One significant drawback of PPC advertising is the potential for high costs. While PPC will surface quick results, businesses must pay for each click, regardless of whether it leads to a conversion. This pay per click model can quickly deplete budgets if not managed meticulously. Furthermore, bidding wars among competitors can drive up the cost of keywords, making it challenging for small businesses with limited resources to compete effectively.

2. Click fraud.

PPC campaigns are susceptible to click fraud, which refers to the illegitimate clicks generated by automated software or individuals seeking to exploit the system. Click fraud can exhaust advertising budgets, skew performance metrics, and hinder accurate analysis of campaign effectiveness.

3. Impatience to see positive results.

Many advertisers are impatient to see results, and this can lead to pausing PPC activity too early. A key element to a successful PPC campaign is ongoing testing, so patience, especially in the early stages, is required.

4. Uninformed goal setting.

Understanding the lifetime value of each customer is key to driving performance. This way any goals which are set will be better informed. Track these goals to make wiser decisions about optimisations.

PPC requires time investment and specialised skills but ultimately, it is a powerful channel to drive direct conversions if you know how to navigate some of the potential pitfalls of PPC.

Sarah Folan

Head of Biddable