PPC can also be quite expensive, especially in highly competitive markets. As soon as you stop paying for search engine adverts, your ads will disappear from the results pages. Unlike search engine optimisation (SEO), PPC doesn’t offer a lasting effect – it provides instant gratification, but only works when you pay for it. For instance, many people ignore paid adverts on Google as they prefer to click on the organic listings below, and the rise in popularity of ‘ad blockers’ in recent times has had an adverse effect on PPC advertising. PPC makes calculating your ROI very straightforward (at least in most cases). This is due to the keyword data being accessible and the clear relation between the amount of money you spend and the number of conversions you get. PPC marketing also makes it very easy to see and understand your ROI ( Return on Investment). The main advantage of PPC advertising is the almost instant visibility and the ability to reach wide audience.
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