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

testing 1200 x 600

Effectiveness of Google AdWords for Small Businesses

Effectiveness of Google AdWords for Small Businesses

We always have clients ask us if it’s a good idea or not to implement social media or Google ad campaigns into their current strategy with marketing. Our answer has always been the same and, hopefully, you will gain some insight into this article as to why that is.

Business owner advertising

For many years in the digital marketing industry, we have watched trends and particular methods for increasing a business’s revenue and customer acquisition come and go. But over time, there’s a single powerful system that dramatically changed its algorithm that made it not so cost-effective or not really effective at all. And that’s Google AdWords.

It’s still true though that Google AdWords, as a science, can do a lot when done wisely and strategically. It is imperative that one must continuously watch the campaign as it is running in order for anyone to make the necessary changes as far as geography, promotions, target market, etc. until you find that precious something we, as digital marketers, are all looking for.

Now, pay-per-click (PPC) ads that appear on Google search results pages are extremely beneficial when it comes to generating traffic, which in return converts into customers and then sales by pushing your business to the top items of the search results.

That said, we would like to say that there is an even playing field for small businesses when it comes to PPC — but we’ll be lying. The harsh truth is that Google AdWords campaigns can actually blow through your budget in a blink of an eye before you even get to see any results.

First, you must find the best relevant keywords to invest your dollars into, but even that does not guarantee you immediate success. Having the big dogs (corporations and large companies) paying the big bucks to lock in those same keywords with their willingness to pay a higher cost to solidify them and rank well beyond your means — blocks any small business’s way to the top.

Which brings us to the tactic we hate the most, the “alternative”, with most marketing companies giving you the “bright idea” to simply lower your CCP or cost per click? But that really isn’t a solution either nor is it that bright; it’s quite irritating in fact.

We always remind small business owners to keep in mind that there are at least over a million advertising companies globally fighting for the top spot on Google. you can assume then that any keyword relative to your business has been used and is being used.

Moreover, lowering your CCP puts you in a precarious state of constant war for high ranking keywords. You’ll be continuously competing for the top spot without ever having the funds nor leverage to achieve that goal. Being settled on the thought that lowering your CCP will “benefit” you will be detrimental to your campaign and ego. In the end, you will be wasting your time, effort, research, and resources on a pointless strategy that really won’t bring you any business at all.

We would like to take the time to say our intentions are not to throw dirt on my industry, rather just point out that there are a lot of rip-offs, hack jobs, and frauds out there that are eager to take your hard-earned money knowing they are really not qualified, educated, nor experienced enough in the field of running Google or social media ad campaigns.

Before deciding to hand your money to a freelancer or marketing agency out there who might just make a huge mess of things, do your diligent research on them at the very least. Go do a quick google search and look for reviews, run through their website, and see what they have accomplished. Look for some of the big names they have worked for. Check what services they offer exactly and check for real results. Request some analytics of campaigns they have successfully run in the past that you can check — preferably relative or relevant to your business, if possible.

Google AdWords as a Science and as an Art (It’s harder than it seems)

It’s not as simple as it may look like to just place your hope on Google and start running ad campaigns that will actually bring an R.O.I. It takes a lot of talent, experience, and skill. Belonging to the long list of “requirements” is having the fine attention to detail, as well as the ability to analyze and predict where things are heading and modify things as necessary.

For now, a quick real talk is needed: if Google and social media ads campaigns were actually easy as it sounds, corporations and big companies wouldn’t be outsourcing help and paying agencies millions and billions of dollars to do it for them. They would just have some random office employees throw out an ad here or there at a base salary.

Small Business can still benefit from Google AdWords

So after all the downside points that we discussed just now, I’d like to take Google AdWords back up just a bit. In terms of a small business’s budget, every cent down to the penny must be accounted for in order to bring the best result.

What we do know now is that really getting to know a small business’s needs and target market can go a long way. Which of their products or services sells the most? What’s the average ticket sale per customer? What drives the most revenue for the business? What are the slow days like? And more. When it comes to running a successful social media or Google ad campaign, these key components are extremely valuable.

Getting to know and understand your competition — what they are doing and how do they run their business. This would still be the most profitable information to us. Imagine this, the more you understand, know and learn about what your competitors are doing, the better you can execute a strategic plan to get rid of them, move ahead of them and potentially take their customers.

As an example, if you own a small cafe and Mark’s Coffee Brewery is a direct competitor within a 3 mile radius let’s say, and they are running a weekend special of a BOGO (buy-one-get-one) coffee, well you could put out an ad promoting a BOGO coffee weekend special and outdo their promotions thus drawing their customers in to your location in hopes of keeping them long term.

Keep in mind though that there are two types of customers: loyal ones and bargain shoppers. You’re going to want to put your best foot forward to identify the bargain shoppers. They are only looking for the businesses that offer the best deals out there and won’t mind switching over to your competitors at a moment’s notice.

Implementing an opt-in loyalty rewards program that provides you strong analytics on each customer will give one solution to the need for weeding out of bargain shoppers. A rewards program that will have a database of mobile numbers you can collect that allows you to get in touch with your customers in real-time. The great thing about rewards programs is that it shows you your customers’ habits, their rate of visitation, etc. Thus, allowing you to focus on and reward the ones who are loyal to your business.


We do hope you learned something out of this article and realize that the short answer is yes, Google AdWords, with enough diligence, can really work for small businesses.

There’s a long (even unlimited) list of benefits, pros, and cons of utilizing Google ads for your business. But the end result will always come down to the marketing agency you will be choosing to represent you. They will be the one going into an ad campaign for you and will give you the best possible bang for your buck. Just make sure to do your own part and search for a legitimate professional for your business.

Always strive for the best but more importantly make sure to plan for it! Do not blindly rush in thinking you have the best products or services so people are going to run to your store. If you need any help or have any questions about Google AdWords, we’ll be eager to help you. Reach out anytime.

testing 1200x600

How much Should I spend on Google AdWords?

How much should I spend on Google AdWords?

Figuring out how much does Google AdWords cost for your business?

Some of us are familiar with this online advertising platform — Google AdWords, a powerful channel for advertising and selling your products and services online. The cost of Google AdWords depends on several variables. Advertising on search engines is far from traditional offline advertising. You would, of course, think that you’ll need a lot of money to advertise on Google. Thankfully, that is not entirely true.

Here are some tips on how you should allocate budget for Google ads.

Cost of keywords
You can hardly calculate your test budget by multiplying the number of keywords you want to test by the CPC (or cost per click) at a minimum of 100 clicks. As a general rule, you’ll want to get at least 100-200 clicks on a keyword to see whether it converts for you. For example, if you’re going to test let’s say 10 keywords with a $1 cost per click, we’ll suggest you plan on a test budget of $1,000 to $2,000. Also, some would recommend budget ranges from $1,000 to $10,000 per month. Depending on your industry, the final number of CPC that you’ll find and how likely you are to succeed varies.

Minimum amount
There isn’t an official minimum ad spend on Google AdWords, but it doesn’t mean that you should be contented to start working with $2 or $5 as a daily budget. The logic here is: that the small, inexpensive ad has to produce results to buy the more expensive and more efficient ad is flawed at its core, right? So, the more expensive something is (especially when the pricing is auction-based), the higher the value it should have.

AdWords Price
To give you an idea, the average cost per click on Google Ads is between $1 and $2 on the search network or for Google search pages. Some people pay over $50 per click for some niches who promise a high Return On Investment (ROI). In other words, how much you should spend on Google Ads varies widely. You can spend as little as $50 per month or upwards of $10,000 or More.

Focusing on EPC
Many advertisers just focus on getting their CPC down, but minimizing CPC is NOT the real deal here. You shouldn’t just focus on Cost per Click (CPC). Rather, you should focus on the real leverage here, which is increasing your Earnings Per Click (EPC).

EPC is your most valuable metric because focusing on Earnings per click right away and straightforwardly gives you the exact amount of money you can expect to receive for every click you paid for based on historic performance.

Don’t get frustrated. It is normal for you to test, fail, learn, and optimize within the first few months. As a wise man once said, “Sometimes we have to fail in order to succeed.” However, your budget shouldn’t just be a random number you happened to like. Above all, remember that being competitive in advertising on Google can be profitable.