To be real, PPC is certainly fraught with amateurish errors, confusion, and quite a lot of wasted money. Some PPC tools, such as AdWords, are simple to use but can be difficult to implement strategically. Most marketers don't test their tools. To measure digital marketing success, both click-through-rates or CTRs and conversions must be considered.
Arguments Favoring Paid Search
Paid search can target users who look up the web for specific things. Such bids are likely to entice conversion-ready users. You could concentrate on geographies, segmenting your audience, and tinkering (legally) with the search results to get closer to your target market visitors.
Paid online search can be put down in numbers - with metrics, ROI, and data being its biggest appeals. Right from bidding to line graphing, marketers love information. And this is because data offers a story, creates a direction, and drafts out a marketing strategy for future activities.
Arguments Not in Favor of Paid Search
Return on investment (ROI) is the biggest and most common factor disputing PPC. In other words, PPC is expensive when compared to SEO. However, both PPC and SEO attract traffic as SEO traffic is much cheaper, has bigger conversion rates, and is more authentic. In addition, it's not easy to pit PPC and SEO against each other since they aren't the only contestants in the world of digital marketing.
Organic results are much better when there's no PPC. As per an analysis carried out by eBay, click-through rates either went up or sustained positions after the PPC campaigns were disabled. However, the brief non-empirical study is a bit flawed as eBay is a major brand already. In cases of branded keywords, competition tends to be zero, and CTRs high. However, eBay was able to derive more PPC value with its non-branded terms.
Also, people do not click on ads to buy. Most times, they are simply checking out the link for information.
