Pay per click services have been known to bring forth a lot of benefits to both advertisers and internet promotional specialists. There are however a number of disadvantages that should not go without a mention. There are disadvantages that affect advertisers while others affect the PPC service providers. When all these risks are considered, they end up hurting the business unnecessarily. An expert PPC service provider management will take a responsibility to remove some of the risks, but it is always advisable to make an effort in understanding the risks at stake before using pay per click campaigns.
The first and most obvious drawback is that PPC advertisement costs money, in fact the more you want to be high up in the listing position, the higher the bidding you should do. Then, to stay at the top, you need to pay higher than other bidders. The sooner you stop paying for your advertisement, the sooner the ad is stopped. Despite making the best payments, there is no guarantee that those who will click on the product are genuine buyers. Therefore, some clicks will be a loss due to clicks from people who don’t have any interest in your product. This is a trick a competitor can use, where they click on your product to deceive you that you have many clicks, which in the long run wastes your money.
There is an aspect of using the most common PPC service providers in the market. In such cases, you will be forced to tailor or shape your advertisements to suit what the PPC service providers want you to do. If you do exactly what they want, your cost per click will be lowered and if the opposite happens, your pay per click services will cost higher. Another disadvantage in relation to the cost of the PPC service is the increase in bid price. Revenue for PPC service providers has increased in a great way which is attributed to the increase in the number of advertisers and how much more they are willing to spend. This means one must have a higher bidding price to secure any pay per click on offer as competition dictates. This means that the extra amount paid is without any additional benefit. Eventually, such a trend becomes unsustainable and thus an excellent pay per click advertisement will be phased out of the market.
There is also click-through fraud, which is an additional risk. Most popular PPC service providers display your campaign content on other people’s network via their pay per click programs. As much as this kind of displaying is good for your content to be shown on relevant website pages, it also puts the whole of your pay per click campaign vulnerable to fraudsters with fraudulent websites. Always remember that web hosts receive their returns according to the number of clicks their ads receive and it is thus possible that some fraudulent webmasters may anonymously click on the ads in a bid to increase their revenue.
The danger of extra-contextual delivery is also a risk that PPS service providers encounter. The major and popular pay per click campaign providers will deliver your content to related keywords put in the search engine and semantic cautions taken to pinpoint the theme of the website. However, anomalies still happen when the search comes up with results that do not match the keyword. Therefore, use of such words should not be accepted by an advertiser. For example, the use of the word ‘chick’ when searching for a young bird also leads to ‘chick’ slang meaning for woman.
Therefore, if the ads did not formulate the keyword to make it clear that they were selling young chicken, the very broad and wide match can easily lead to very irrelevant clicks and hence money is wasted. This can continue until the search engines develop to an extent they can fine tune software to facilitate relevance between search keywords and pay per click advertisements.
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