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Internet marketers tend to be either passionately in favor or passionately opposed to P P C or Pay-per-Click advertising. People who love P P C cite its potential for bringing in quick investment returns. People who dislike P P C cite its vulnerability to fraud and abuse.

As with most things in the world, P P C advertising has many face. This means that it has both good and bad sides. It,s not all good nor is it all evil. The following are the advantages and disadvantages of P P C advertising.

The Advantages

P P C advertising,s main advantage over other internet marketing media is the fact that it can bring in fast returns. With S E O, it would take months before you begin to see any results. Due to sand boxing and time delays, you will need a lot of time before you experience any increment in search engine traffic. With P P C, your ads will be immediately displayed in the search engine results pages when the keyword you have bid for is pulled up by an internet user. Thus, your site stats will immediately show the difference.

Aside from generating fast results, P P C advertising also gives you targeted traffic. Since P P C ads are linked with particular keywords, your ads will be shown only to people who use the relevant search terms. Thus, there,s a high probability that your ad will get clicked and your site visited. More importantly, because of their initial interest, the visitors that you will get to your site are predisposed to become your customers.

Finally, P P C has the advantage of making you pay only for the traffic that your site gets from the ad. Thus, your investment per click is clearly laid out and easily measurable.

The Disadvantages

The main disadvantage to PP C is its susceptibility to fraud. There are affiliates who have made pay-per-click fraud their main source of income. These fraudsters will set up an affiliate marketing website or a sign up for Google Ad Sense. Then they will hire or con other people into becoming the ads clicker in their site. Some even go so far as to get clicker booths designed for them. To you, the advertiser, this means that you may be paying for worthless clicks: clicks that have no potential to bring in any profit.

One other disadvantage is inadvertent waste of resources due to accidental clicks. Some people click on P P C ads for malicious pleasure. Some, on the other hand, click ads as a means of testing their internet connection. Such clicks are not going to generate any sales, but you will still have to pay for them.

Written by Steve Pavis