There are many businesses who have considerably failed in their pay per click marketing campaigns hence it is very essential that you know both sides that is the advantages and loophole associated with such campaigns before launching them.
There are many internet marketers who could be paying for junk clicks which means that it some people just click on the ads with no actual interest in the product or services. It is also known as click fraud which may be sometimes done by your competitors or even by you ad publishing company just in order to earn some extra bucks.
Keywords play crucial role in the pay per click ad campaigns and hence the competition for the top spot can lead to bidding wars which can eventually turn out to be too expensive. The more competitive the keyword the higher is the price for PPC ad campaign. And the down side of over concentrating on PPC campaign is that at the end of the day it can even leave you with little or no budget for other needed techniques of advertising for your business growth.
If the PPC advertising is not handled by an experienced person & a professional service provider then in that case a poorly constructed ad can just lead to unwanted traffic and eventually poor sales.
Another fact about PPC advertising is that unless you have other modes of driving traffic to your website such as search engine optimization, you will find that there is no way for the advertising company to escape the huge PPC ad bills.
Even though you may be provided with all the tools which you may require to carry out your PPC advertising campaign such as text, banners etc but the fact is that with even minor mistakes on your part can end up in making loss.