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Cons of PPC
If you will be using popular keywords there may be many other businesses that are using the same keywords for their pay per click ads. This means that your ad may not rank very high in searches compared to your competitors. Usually the businesses whose ads come up first are those that agreed to pay the most per click for their ad. So if you set your limit at 10 cents per click, and someone else was willing to pay 20 cents per click, their ad would come up first. This can lead to expensive and time-consuming bidding wars as people watch and fight for the top spots.
Click fraud occurs when a person clicks on a pay per click ad over and over to charge the business for all the clicks. Some pay per click engines like Google AdWords track users' IP addresses so they can prevent the same person from charging a pay per click ad many times, but not all engines do this, so it is an important thing to check into before signing up for a service.
You can avoid letting these drawbacks hinder your success with pay per click advertising by carefully selecting keywords, setting a budget for how much you are willing to pay per click and not exceeding that number in a bidding war, and carefully researching the pay per click providers you are considering doing business with.
Related Article: Why Advertise with PPC? >>
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