Marketing is obviously one of the most important things in any business. You can’t sell products if you don’t advertise them properly. But the problem that a lot of smaller companies have is that they don’t have a huge amount of money to put into their advertising campaigns. One solution that you may have heard of is pay per click advertising. These are online adverts that you only pay for if somebody clicks on them which are then redirected to your website. They rely heavily on keywords so the adverts are targeted at people that are most likely to be interested in them and who will want to click. But there are those that say they aren’t worth it because you never get any conversions and you’re just paying for a couple of extra visitors to your site.

If you’re considering using pay per click ads but you’re put off by the conflicting views on whether they work, this article will outline some of the pros and cons and give you some advice on how to use them more effectively.

Not Every Click Gets A Conversion

This is important to remember and it’s the major argument against using them. People often make the mistake of thinking that you can’t lose when you’re using pay per click ads because you only pay when they’re successful. But success means somebody clicking through to your website, it doesn’t necessarily mean that they’ll buy anything. The way to decide whether it’s worth it or not is to think about how much each customer spends on average. If the average spend far outweighs the cost of the ad, it doesn’t matter if only a certain percentage of people that click on the ad buy something. However, if the cost of the ad is only slightly less than the amount you’re likely to make from a customer, you could end up losing money on the people that click but don’t buy.

Before you swear them off completely, it’s also worth thinking about whether you’re using it properly. It’s a common misconception that it’s an easy way of advertising and doesn’t require as much work as other forms. It’s important that you’re getting your keyword strategy right; if you can afford it, hiring a marketing agency that can handle that strategy for you will get you better results. They will have more experience in using pay per click and they’ll know what works and what doesn’t.

Bidding For Keywords

The price of the adverts is based on the keywords that you’re using. You’ll have to bid against other companies that want to use the same ones as you. This is fine if you’re going up against smaller companies with a similar amount of capital because they won’t be able to easily outbid you. However, if you’re up against a bigger company, they’ll be able to price you out of the game easily.

Setting A Limit

This is the best thing about using pay per click adverts, especially for smaller companies. You can set a limit on the amount you want to spend. That means, once your budget has run out, your adverts simply won’t appear again until your budget is reset. It’s a good way of making sure that you don’t overspend.

Even if you only have a tiny amount of money to spend on pay per click, it’s a good way of advertising because you can control it. However, make sure that you’re using it right and seeking professional help when developing a strategy.