They say that change is the only thing that is constant in life. On the Internet, though, it seems that change happens a lot faster than in the real world. In the world of Internet marketing, techniques that worked a few years ago are rendered completely useless today. This leads us to the question many people ask about PPC or pay-per-click or PPC marketing: Is it dead already? If you’ve at least been dabbling in Internet marketing for a few years already then you will remember that just a few years ago, it seems that all Internet marketers were raving about PPC, but things have quieted down in recent years, which has led many declaring that PPC is dying if it is not dead already.
There are many signs that suggest PPC as a lone marketing tool is indeed on the decline, but does this mean that it is time for people to ditch PPC marketing? If you look at the online marketing strategies of many successful businesses, you will see that they are still doing PPC. So this means that PPC as a marketing technique still has value and can still help businesses achieve their goals. So why is it that some Internet marketers including those who are considered as gurus are already heralding the demise of PPC marketing? The answer is having the wrong expectations as far as what PPC can bring to a business.
Misuse of PPC
The problem with some people who promote PPC marketing is that they claim it can make people rich in just a short period of time. This has led many people to have false expectations of this particular marketing strategy. When people who started to implement PPC in their business failed to make lots of money after a few weeks or months, they start to declare that the technique is ineffective. But the truth is; PPC is just being misused by many people. Therefore, PPC is not really effective nor is it dead or even dying. It is just not being used correctly.
The Problems with PPC
Many experts believe that there are two fundamental problems to PPC marketing. First, it is only a short term solution. A good PPC campaign can provide positive results, but as a long-term strategy, it can become very costly. If you are looking for a technique that will provide lasting results, SEO or content marketing is the way to go. Plus, these two techniques are more cost-effective than PPC.
Another problem with PPC is that it does not generate brand awareness. PPC can definitely advertise and hook consumers who are window shopping online, but it does not provide a brand element that can generate brand awareness.
So What Now?
PPC is not dead. It is not even dying, but sticking to PPC alone as an Internet marketing strategy may not bring you the results that you are looking for. When used correctly and in conjunction with other marketing techniques, PPC can still be a very effective way to promote a business online.