Pay Per Click Advertising Pros and Cons

The major benefit of PPC is that it can be operational within minutes of setup. You can actually drive traffic to your Web site in the same hour that you open a PPC account – it’s that fast! Another benefit is that you pay only when someone clicks on your ad – you don’t pay per impression like most
traditional forms of advertising. Here’s a quick run down of the pros and cons of PPC:

PPC Pros
· Calculation – PPC is easily measured. Marketers are able to get raw numbers within seconds. Return on investment (ROI) and cost per acquisition (CPA) are easier to calculate than for traditional print and broadcast advertising.
· Cost – You only pay when someone clicks on your ad.
· Speed – Everything about PPC is done quickly. The campaign can be running in less than a day.
· Timing – You can set up your ads to only run when you want them to.
· Targeted – You can easily tap your target audience by using the proper keywords and ad copy.

PPC Cons
· Expense – A PPC campaign can be expensive it if isn’t monitored correctly.
· Click Fraud – There is always the risk of getting unethical clicks.
· Learning Curve – It takes time to optimize for the keywords that convert users to customers.

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Reference : Network Solutions