Disadvantages of PPC Advertising

Pay per click advertising, though a popular medium of internet advertising, is not completely fool proof. It also has pitfalls for which not everyone goes for pay per click advertising. For publishers PPC proves to be a more disadvantageous option than for the advertisers.

The disadvantages of PPC ads are as follows.

1. PPC ads placed in high traffic websites sometimes receives high traffic. But half of the time the rate of conversion is very low. More over in spite of placing the ads in relevant websites the received traffic turn out to be less relevant.

2. PPC campaign depends a lot on the keyword research. If the wrong keywords are used for campaign their would be no traffic or very little. Sometimes the high priced keywords are too generalized which deliver lots of traffic but generate no conversion.

3. PPC ad copywriters are also responsible for the failure of the PPC campaign. If the head line and body copy are not written in an effective way, the campaign fails to get click in spite of being placed in a highly targeted website.

4. PPC ad budget shoots up if the bid for the particular keywords go higher. Once the bid goes higher, the keywords become even more expensive to use in the future campaigns.

5. Advertisers are known to be victimized by click fraud in pay per click advertising. Publishers sometimes generate lots of click through software or some other unfair mean and thus manipulate the campaign to receive more commission. If not savvy enough, advertisers may not suspect such a fraud for a long time.

To make their PPC campaigns successful, advertisers must also monitor the performance and fine tune it accordingly. To avoid click frauds they can take help of various online tracking tools.