PPC pros and cons

PPC Pros and Cons

If you’re a small business owner or marketer, there may be a huge battle going on in your head.

You might be thinking how are you going to grow your business reach, expand brand awareness, and bottom line.

As you might know, there are two main opponents that are battling it out in the online marketing realm: content marketing and PPC (pay-per-click) advertising.

On one hand, content marketing has convincing statistics on its side:

Content marketing adopters enjoy website conversion rates that are almost 6x higher compared to non-adopters.

On-page content is the most effective technique for SEO.

Branded content initiatives are considered by marketers as more effective than advertising in TV and magazines, direct mail, or PR.

On the other hand, PPC can immediately get you on top of the SERPs, in front of people who are almost always ready to buy.

But is the cost worth the return?

If you don’t know what to do, relax – we will give you a straightforward answer to the content marketing versus PPC question.

To give you an idea of what to do with your business, let’s go over the pros and cons of both. Then you can make a decision that’s right for your specific situation, brand, and target audience.

Content Marketing vs. PPC: Decoding the Pros & Cons

Is there a clear-cut winner, here?

We’ll help you find out.

Content Marketing: A lower-cost solution that keeps building your visibility. However, it takes time. Too much time, for some.

If you’re willing to stick with it and accept the upfront costs, content marketing can be a real winner for higher-quality leads and better conversions.

It takes dedication to the right success factors:

But it can be so worth it.

Here are the PPC pros and cons.

  • Con: Content Marketing Takes Longer to Net ROI

Content marketing takes serious commitment and time investment. On average, you won’t see results until months after you publish your content.

However, once you do start seeing ROI, it snowballs.

For example, if you use content marketing, HubSpot estimates old blog posts on evergreen topics account for 38 percent of your total web traffic. Those posts published months and months ago eventually start reeling in targeted visitors as they climb the rankings.

Content takes some time to start building momentum. But, once it does, it’s unstoppable

  •  Pro: It earns you better leads

Once your content starts ranking, the leads you get from organic search will be higher-quality than those you buy with PPC.

According to Marketing Sherpa, among online lead generation channels, organic search generates the greatest volume of leads and the highest conversion rates, with paid search ranking third for both – just behind email marketing campaigns.

Quality leads are more likely to buy, and content marketing draws them in better.

  •  Pro: It’s more cost-effective

There are upfront costs for doing content marketing, but they are one-and-done.

Once you publish the content, it will continue to climb the search results, earning clicks and leads, and you won’t have to pay another cent.

  •  Con: It’s Hard to Find Qualified Writers & Content Creators

A good writer is always hard to find.

In addition, it will take valuable time to get writers yourself and figure out if they’re a good fit for your brand

  • Pro: There Are Content Agencies for That Exact Problem

The good news is you can let an agency handle the vetting for you. They’ll match you up with a writer who can seamlessly slide into your brand voice and handle your written content.

Agencies also demand a certain level of success from their hires, including skilled writing and research, so you can rest easy that you’ll be getting high-quality content that fits your business.

PPC Pros & Cons: Targeted Reach for Immediate Visibility That’s Fleeting

Content marketing has a lot to offer. But what about PPC?

What does PPC marketing bring to the table, and what does it leave out?

  • Con: PPC is a Costly Long-Term Strategy

Unless you ooze out money, you’ll never be able to sustain a long-term PPC strategy.

It is because you get charged every time someone clicks on your SERP listing. If your goal is to steadily boost traffic and stay at the top, you’ll be paying a lot just to stay visible on Google.

  •  Pro: PPC gets you on top – literally

Do you want to shoot to the top of Google immediately?

Well, if you use Google AdWords, the first thing you need to do is to bid on your target keyword. If your page is relevant, and you bid enough, Google will put you on top:

As you can see, the visibility is through the roof. The traffic you get from paying for a top spot could make the cost-per-click worth it.

  • Con: Once you stop paying, your visibility disappears

This is the major con of PPC. When your money runs dry, you disappear from the top spot.

Poof. Gone.

This is in drastic contrast to content marketing, where you earn your SERP spot slowly, over time.

Once you rank, and as long as your content remains relevant, it will never disappear, and you won’t pay a cent more than your up-front costs for producing and publishing.

  • Pro/Con: PPC is more affordable for certain industries

For PPC ads, the amount you pay (cost-per-click, or CPC) varies across industries. To put it simply, some fields (like legal) just have more competition for keywords.

On the other hand, if you’re in industries like e-commerce, education, or employment services, according to Wordstream, PPC is totally affordable.

As you can see, the average CPC across industries hovers around $2.32 compared to the legal industry’s CPC which is around $5.88!

So, Which Channel Wins?

Let’s recap:

Content marketing involves producing content with the aim of building trust and loyalty with your target audience, which eventually leads to profitable results.

PPC advertising involves paying for a prime spot in search results and the resulting traffic boost. Each time a visitor clicks your link, you pay.

Both methods have pros and cons, but you really can’t choose one over the other. Putting all your eggs in one basket is always a risky strategy.

Instead, PPC and content marketing are each situation-specific:

Sometimes, you need targeted visibility and the immediate power of PPC so more people can find your content. (But, if your content sucks, forget about conversions.)

You also need awesome, stable content assets that can rise through the SERP ranks and build ROI month after month, year after year.

One thing you’ll notice about the above scenarios: They both require valuable content as the foundation.

PPC can’t help you with conversions – content marketing can.

CMI perhaps worded it most succinctly:

PPC and content marketing are both viable strategies that can work. But content marketing does have an edge with regard to long term plans, cost-effectiveness, and stability.

Plus, with quality content, your PPC ads will pay off better, because you’ll be nurturing your incoming traffic.

See? These two strategies can and do play nicely.

If you have any questions or you need digital marketing services for your small business or company, contact us at Logical Assembly

PPC Marketing

What is PPC? – The Basics of SEM Marketing Campaign

When you’re a small business owner, it is pretty easy to be enticed to have a professionally designed website before anything else. After all, that’s what the big players do, right?

You then want people to receive the core message that will compel people to patronize your products and services through your website.

In order to achieve that, you need to create traffic. Web traffic that is.

There are so many ways on how websites can attract targeted visitors. But for now, we will give you the basics of the staple Internet marketing campaign, Pay-per-Click Search Engine Marketing (SEM).

What Is PPC or SEM Marketing?

  • Pay-per-Click (PPC) search engine marketing, or what is sometimes termed paid search, is the process of generating traffic to a particular website by purchasing ads on search engines using keywords that are relevant to their target site visitors. The cost of an ad typically works through a bidding system that is participated with other advertisers targeting the same markets.
  • The term SEM refers to Search Engine Marketing which used to be an encompassing term that includes both paid searches and Search Engine Optimization (SEO). As the Internet further developed, SEM came to be known as directly related to paid search.
  • The heart of PPC Marketing is composed of keywords. How advertisers choose and group keywords can make or break the entire search engine marketing campaign. 
  • Search engines where your PPC ads are registered with will showcase them on websites or search results once someone searches the keywords your ads are based in. 
  • This paid advertising service will ensure that your ads will only create targeted traffic that will allow you to have a bigger chance of converting them into a customer or client.

Top 3 PPC Networks

Google’s AdWords dominate the market and is the largest PPC provider for obvious reasons. Users couldn’t just live without Google.

Yahoo! Search Marketing is another network holding its own in the PPC market. Yahoo later teamed up with Microsoft, which eventually launched Bing, and formed AdCenter as a PPC platform that will compete against Google in this arena. 

The following provides an overview of each of these top three PPC networks.

  • Google AdWords
    AdWords is undoubtedly the most popular PPC network in terms of market share and in terms of delivering the most traffic to a particular campaign. It is Google’s main advertising product and this search engine giant can deliver you the results that you want.

    The network enables you to have local, national or international distribution for your campaigns and you may even include location-based or even IP address exclusion for a more streamlined campaign to ensure reaching out only to targeted audiences. 

    AdWords also offers advertisers site-targeted advertising facilities for various kinds of ads including text, banners and rich-media advertisements depending on a daily budget that you can set. 

    The network also assists advertisers by offering them different tools that they can use to enhance their marketing campaigns including keyword research, tools on improving conversions, etc.

  • Bing Ads (MSN AdCenter)
    Bing Ads is the latest iteration of the MSN AdCenter network that caters to both the Yahoo! and Bing search engines, which offers PPC advertising for your campaigns. In terms of CPC or cost-per-click, Bing Ads can is a considerably cheaper alternative than AdWords.

    The catch is that there is a large difference when it comes to traffic share between Google and Bing networks. But there are also some facets where they are similar. Like AdWords, Bing Ads offers various tools for advertisers that can help them gain a better insight into the market they are campaigning. 

    This will assist users to develop strategies on how they can get a better ROI by responding accordingly like restricting or increasing ads and bids on keywords based on exposure to a particular demographic.

  • Yahoo! Search Marketing
    This is the internet advertising service provided by Yahoo! that offers PPC or sponsored search advertising based on keywords

    Although the traffic rates for this network is not as extensive as that of AdWords or the MSN networks, it is often suggested to use this network to have an even wider reach and more traffic for your website

Basic Terminologies of PPC You Should Know

If you’re contemplating on using PPC/search engine marketing as part of your overall Internet marketing campaign, it would be to your greatest advantage to come and learn more about the terminologies and abbreviations that you will often encounter when using this tool. This includes the following:

Pay-per-Click or PPC – As discussed earlier, PPC ads are paid ads based on targeted keyword combinations and are posted on websites or search results. Payments, however, will be charged only from click-through, or when people actually click on the ad. If the ad is displayed but no clicks on the links occurred, no payments will be charged.

CPM or Cost Per Impression – Unlike PPC, this one allows you to pay the PPC network per 1,000 views or impressions regardless if people will click the ad or not. We don’t recommend using this in a PPC network.

Advertiser – Business owners promoting their websites through PPC ads will fall under this category, either buying or bidding on particular keywords or sets of keywords relevant to their brand, products or services. Ads will be displayed on advertising spaces on a network of websites as well as search results where the particular sets of keywords appear as content or typed in during searches.

Publisher – This is where advertising spaces are showcased and where the paid ads may appear depending on keyword relevance. Paid ads on Google’s search results make the search engine a publisher for these particular ads. In a similar manner, websites that are integrated with Google AdSense will run paid ads from AdWords depending on the keywords used.

CTR or Click-Through-Rate – A click-through is made whenever a site visitor clicks on a displayed ad from the website or a search result. The cost of a particular PPC campaign may be affected by the number of clicks made through that particular ad. CTR can be computed by clicks/impressions then multiplied by 100 to make it a percentage. So let’s say 500 people viewed your site and 10 people clicked on it. So your CTR is approximately 2.0% which is very high (10/500 = 0.02×100 = 2%).

Cost-Per-Click or CPC – is a system used by the PPC network to determine the minimum CPC that you need to bid before your ads can run. CPC differs greatly from market to market, it usually depends on how competitive the market and keyword is. CPC can also be affected by your campaign performance.

BID – a term for setting the max amount of money that you are willing to pay on the PPC network. Either CPC or CPM, it’s advisable that follow the minimum bid that the PPC network is suggesting.

Budget – The max amount of budget that you are willing to spend per day for your campaign. Some networks like Bing allow you to have a monthly and daily budget while Adwords focused on a daily budget.

The Five Most Important PPC Components

To have an effective Pay-per-Click SEM campaign each PPC component should be carefully taken into consideration and every aspect that would make that particular component an effective tool for your PPC campaign well addressed. The following provides a brief overview of each of these top 5 components and their importance to your campaign

  •  Keywords
    This is the single key component of your PPC campaign. Failing to identify the most relevant and most targeted words or phrases for your business can be a great disaster in your PPC campaign. 

    To keep this from happening, make sure to use the top keyword research tools out there to aid you in finding the best keywords for your business.

    Pointers when searching for keywords:

    Avoid using very generic words
    Find specific keywords with decent traffic
    Start with the name of your products or services
    Top Keywords Research Tools

  • Landing Page
    This is where the action takes place. They are linked from your PPC advertisements which serve as the page that your visitors will be redirected after they clicked on your ad. The main purpose of the landing page is the conversion of visitors either into sales or leads.

    For lead generation – These types of pages can also be called squeeze pages, where you extract contact information from your visitors in exchange for a subscription to a newsletter or a free eBook offer.

    More often than not, squeeze pages will provide another link that goes to a Sales Page.

    For sales generation – A landing page designed to generate sales can also be called a Sales Page. This is where you pitch your sales copy where the call to action which is usually to purchase an item or enroll in a program and is strategically placed throughout the page.

  •  Campaign Budget
    PPC Campaigns run on a particular budget set on a monthly or daily basis depending on the settings you specified at the network you are using. 

    The monthly feature will let the campaign run and qualify for particular auctions and will stop once the budget has been fully exhausted. Daily budgeting features allow you to set a particular budget each day, letting you spread your campaign across each day of the entire month.

  • AD Message
    Your ad message is the spearhead of your PPC advertising campaign. These are short, text-based messages or flashy images that should be carefully planned and chosen to make the ad as powerful and appealing as possible. 

    The key is to make your ad stand out from your competitors, getting the attention of readers and enticing them to click on your ad to have more info. A whole new article can be written to show you how to write good AD messages but a summary can be given here to give you an idea:

    Eliminate unnecessary words
    Focus on compelling benefits
    Make use of power words
    Avoid generic copy and clichés
    A good call to action statement

  •  Campaign Performance Metrics
    Monitoring the performance of your campaigns is important to give you a gauge to measure how effective your ads are and if interventions and adjustments are necessary to produce better results. Some of these metrics include:

    Average CPC – Cost Per Click
    CPM – Cost Per Impression
    CTR – Click Through Rate
    Quality Score

The Benefits of SEM or Pay-Per-Click Marketing For Your Business

If a particular Pay-per-Click SEM campaign is done properly, with all preliminary components, addressed such as choosing the right keyword or set of keywords to use in the campaign, paid PPC can deliver very high quality targeted traffic that has higher chances for conversion or sale.

Businesses can get the most benefits from their SEM marketing particularly in reaching out to targeted people who you are actually intending to connect with your brand, product or service.

From the clicks that your visitors will make through your PPC ads, you will also gain an insight of what your target audiences really want or prefer, how they search for particular products and the search terms they actually use, and what particular information on the landing page or website will actually entice them to purchase a product or service.


It is important to reiterate that significant traffic is still generated through search engines, and the use of Pay-per-Click search engine marketing ensures the influx of targeted traffic from the intended market of a particular brand, product or service. People are always looking for information and search engines help them look for this information – which they can eventually find through your Pay-per-Click ads.

If you need digital marketing services for your company or your small business, contact us at Logical Assembly.

PPC Management

5 Quick Tips to Quickly Improve PPC Performance

PPC advertising is one of the most effective forms of online marketing. 

PPC stands for Pay-Per-Click. In other words. When ads are clicked on by a user, it is only then that the advertiser pays a fee to Google. 

Simple, right? Not only can PPC advertising bring specific and qualified traffic to your website, but its method is consistent and scaleable. Achieving success by using PPC is simply a matter of improving and maximizing your PPC campaigns efficiently and avoiding common PPC mistakes. 

In this article, we are going to guide you through a simple yet sufficient list of necessary things to make your PPC campaign, top-notch. 

Guide to Quickly Improve PPC Performance

  • Define your goal

Every small business needs a goal and it should reflect on your advertising. 

Without a definite and measurable goal, you will not be able to optimize your PPC campaigns. 

You need to understand that your campaign goals are the foundation of your optimization process. 

That is why you need to make sure that you have a plan to follow before starting with PPC advertising.

It is important to remember that you should have measurable PPC campaign goals because only then will you be able to determine if you have attained your goals or not. 

  • Focus on high-performing keywords

To optimize your PPC campaigns, you need to check the performance of your keywords as they are the core foundation of all your PPC campaigns. It is an absolute necessity to keep a close check on them. 

After reviewing the performance of your keywords, you will then know which keywords are the best performers and the ones that pay you back. 

The best performing keywords are the money for you, hence you should focus on these keywords. 

  • Filter out low-performing keywords

While there are keywords that are exceptionally good and excellent performers, there will always be others that will not perform well and hurt the performance of the entire campaign. 

These keywords will absolutely do nothing when it comes to getting traffic or conversions and will just drain money away from your advertising spend. 

If a keyword is not capable of generating impressions, it means that users are not searching for it. An impression occurs when the user’s search query has at least one of your keywords which will your PPC ads to appear.

Clicks, on the other hand, only happens when the user finds the ad relevant to his needs and clicks on it and get redirected to your landing page.

  • Create a negative keyword list

Negative keywords are important keywords that save your ad budget by preventing your ads from getting triggered by irrelevant search queries. They also make sure that your ads will only appear in front of those who are actually looking for your services. 

Negative Keywords will give you a chance to filter out any unnecessary and unneeded traffic and will help you save some money that would have been wasted by irrelevant clicks. 

For example, if you sell New Cellphones, you might create ads using New Cellphones as your keywords. But your ads might still get displayed to those who are searching for Old Cellphones, Repair Cellphones, and Second-hand cellphones. 

thus, to help conserve your ad budget, you can add old, second-hand, and repair as negative keywords. 

After adding these to your negative keywords, your ads will only get displayed for a search query that is directly correlated with your targeted keywords. Apart from saving your money from ad spend negative keywords can also improve your PPC campaigns by increasing your click-through-rate (CTR), conversions and quality score. 

  • Optimize your keywords

After selecting your top-performing keywords, creating your negative keyword list, and cutting down your non-performing keywords, the next step is to adjust your keyword bids so that you stay in the competition. 

Bid optimization will depend on your marketing strategy and will vary from one campaign to another. 

There are three bidding options you can choose to improve the performance of your PPC Campaigns:

a. Manual Bidding is the best option for optimizing bids. 

As the name suggests, you will be the one to make the bid adjustments manually. 

This type of adjustments will give you maximum control when it comes to bidding and you can also make swift changes as and when required. 

You can also get as meticulous as you can get through manual bidding. Manual bidding ensures that the bid adjustments are in effect without any delay. As online marketing is dynamic and is changing frequently, you can always react to changes in your bidding strategy. 

b. Target cost-per-acquisition (CPA) bidding

Target CPA Bidding is a strategy that sets bids at the target CPA so that you can get as many conversions as possible. 

It will automatically optimize the bids and offers bidding abilities that tailor bids for each auction. You can use Target CPA bidding in a single campaign or across many campaigns, ad groups, and keywords. 

By using data of your previous campaigns, the target CPA Bidding automatically finds an optimal CPC bid for your ad when they are triggered. You may risk the possibility that some of your conversions will cost you more than the targeted CPA while the other will be less expensive. 

When this case arises, AdWords will try to keep your Cost per Conversion to the targeted CPA you have set. 

For example, if you choose a target CPA of $30, AdWords will automatically set your CPC bids to try to get you as many conversions on a $30 average.

c. Target ROAS Bidding

his option will you base your bids on your targeted return on Ad Spend. Targeted ROAS bidding helps you get more Conversion Value. 

Similar to Target CPA Bidding, you can also utilize Target ROAS Bidding in a single campaign or across multiple campaigns, ad groups or keywords.

By using your reported conversion values which you got through conversion tracking, AdWords will predict your future conversions and related values then set a maximum CPC bid to maximize your conversion value.

With Target ROAS Bidding, AdWords tries to keep your conversion value equal to your Target ROAS.

For example, if you set your target ROAS to 300%, AdWords will automatically adjust your bids so that you can maximize conversion value while reaching your target ROAS.


Now that you have basic knowledge on how to manage your PPC, you can now try and do it on your ads. Make sure to plan ahead and prepare your investments. 

Mind you, it’s going to take time and effort so you just gotta keep grinding until you see the results you have long desired.

If you have further questions, don’t hesitate to contact us at Logical Assembly.Com.Au