Pay-per-click (PPC) advertising is a waste of marketing dollars. It’s expensive, and it’s so ten years ago. I think the only reason Pay-Per-Click advertising still exists is because there are so many certified PPC re-sellers who convince businesses it works. Go ahead – do a search – such as “Does PPC work?” Most of the answers you will find are from the service-providers who make money on PPC.
Up until as late as 2005, I did think a valid strategy for a company with no presence on the web was to jump start online lead generation with PPC. It meant they might spend more starting out, but they didn’t have to wait three to six months to see results. But today B2B marketers are much better of investing in organic search engine optimization and great content.
Two things conspired in the decline of Pay-Per-Click advertising. In general people are wary of being sold to, and online users avoid sponsored links. In addition, more people turn to friends on social media platforms to get recommendations and learn what they should use. They don’t want to have to narrow down millions of search results (many of which are often irrelevant or spam) to find what they need. They want someone they trust to tell them what to buy.
If you do have PPC campaigns running, make sure that someone is not only monitoring traffic but also measuring conversions (sales). Without metrics you will never have a chance at proving ROI. But given the choice, I would spend my marketing dollars somewhere other than on PPC.
Readers – what do you think? PPC pro? Or con?