Fabian Tan

Plenty of marketers talk about pay per click advertising as if it is the be all and end all of Internet marketing techniques. Well, truth be told, it isn't. Don't get me wrong, I do use PPC to a huge extent in my business, but I can live without it. Why? In this article, I'm going to show you why.

So in what situation should you not use pay per click advertising? Well, let's say you want to target a keyword for your business. You find that you can easily rank among the top few websites in the organic search engine. What's the sense then in paying for an ad spot in Google Adwords, which will result in less exposure anyway since most searchers look to the organic results? It makes no sense. You will pay no money to get in the top organic positions and you will get more traffic as well. It's a win-win deal all around.

PPC though, can be a great way to test a niche. If you are making money by spending money on Adwords, then chances are you can probably find a way to get yourself into the organic rankings so you can reap the free traffic instead. However, if the organic landscape is too competitive, then PPC is a good way to break in and get your ad exposure.

Pay per click is also good for 'scaling'. It will take months or even years to rank well for hundreds of keywords, but you can in a matter of hours get good ad positions using Adwords if you do it the right way. So PPC is a great way to scale up your advertising fast and with less hassle.

So the answer to the question in the title is: it depends. Use PPC as it fits in your marketing plan.

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