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A search engine specializing in generating leads for your business.

A rising star in PPC! Traffic is still cheap at this great PPC engine.

We have already discussed many of the pro's to using PPC advertising in our article "Why Advertise with PPC?". To sum up- you can get high ranking, quick results on ad campaigns, and reach targeted audiences with pay per click advertising. But what are the drawbacks to using pay per click advertising?

CONs

Paying the Price for Top Listing

Pay per click advertising can get pricey in certain popular keyword categories where advertisers are bidding high for top listings. Because pay per click advertising campaigns produce such fast results many advertisers get caught up in constantly checking position, changing text, tinkering with cost per click, and bidding wars. The most effective pay per click users know and analyze which keywords and marketing text is working the best and then they relax and let rank happen.

Click Fraud

Pay per click search engines that are not using IP tracking fall victim to click fraud. Click fraud occurs when a user will maliciously click multiple times on an ad just to cost the advertisers. The major pay per click engines, like Overture and Google, guard against these malpractices with IP tracking, however click fraud is an issue to be aware of for advertisers using smaller pay per click engines and highly competitive keyword categories.

If ad campaigns are managed properly, pay per click advertising can be highly profitable and productive- without blowing the entire advertising budget on one key phrase or campaign. Setting reasonable limits and bid amounts is a fine tuning process that takes practice and skill. Being aware of the limits of pay per click advertising as well as the benefits helps advertisers go further with their pay per click advertising dollars.