When people browse online, they want value, and most have realized that this value comes more from organic results. This likely explains why 94 percent of Google clicks occur on organic results rather than PPC ads.
Unintended Clicks Cost Money
The wonderful thing about PPC ads is that you will only be charged if someone actually clicks on your ad. As a result, though, this can be a blessing as well as a curse. Even if a buyer doesn’t make a purchase after clicking your advertisement, your small business will still pay.
Even worse, someone could unconsciously click the ad and you will still be charged. Many businesses do not like these odds, so they refrain from PPC.
Takes Time for Results
In addition to the time necessary to set up a PPC ad account and create an efficient ad, it can also take a while before observing any results. On average, it can take 3-6 months before any results from PPC ads are seen. To some budding entrepreneurs, this is simply too long to wait for results when paying big money.
Users are Savvy to Ads
Ad blockers and DVR technologies have shown that people hate getting advertised at. And even though a PPC ad will look related to what a individual is searching for, customers are now too smart to fall for this trickery.
Online searchers are seeking value, and they feel they can find this more with organic searches. This is why some research has shown 94 percent of clicks on Google are on organic results and not ads.
There are a handful of benefits to using pay-per-click ads. As with most matters in life, though,there are also negatives. And thanks to the aforementioned cons, many organizations don’t even bother with PPC advertising.