Pay Per Click Advertising - What Are the Pros & Cons?
Expensive: You are paying for each visitor to your site
. If a good proportion of those visitors don't buy from you, then the traffic is wasted.
Lots of competition: It is getting more and more competitive which means higher advertising costs. This means less profit.
Stricter guidelines: Google are getting stricter with their quality control guidelines. They want sites to be more SEO friendly. This means that unlike in the old days, you will need to spend more time in making sure your site meets the guidelines.
Too many changes and uncertainty for the future: If you rely too heavily on PPC and the rules change, you could end up without traffic and a business. Google has been known to shut accounts without any warning.
Summing up
It is best not to use just PPC to generate traffic for your business. A good mixture of PPC and free traffic generation methods such as article marketing, will ensure your business has a solid long term future.
Pay Per Click Advertising - What Are the Pros & Cons?