As with many business marketing components, there are pros and cons related to PPC advertising. Depending on the nature of your business, you may find the pros outweigh the cons. Notable pros of PPC advertising include retargeting and remarketing of your visitors, measurable results, easily trackable return on investment (ROI), quick results, affordability, local, regional, and global exposure, and greater control trackability. 

The cons of PPC advertising may influence how you integrate PPC into your marketing budget. PPC can be complicated, and there are many variables to establishing and running a successful campaign. Depending on your skill with PPC, it may require you to hire a professional, which comes at an added cost to your marketing budget. Depending on the success of your campaign, this may or may not be worth it to your business. Also, PPC is not free and when your campaign ends, so does the visibility of your ads. This means you need to actively keep track of your timelines and budget to ensure all of your hard work does not suddenly disappear. One final notable negative to PPC advertising is that, like all advertising, it is not guaranteed. Your brand’s presence on a particular platform does not guarantee consumer traffic or sales. However, it is likely an excellent way to “get your name out there.”