For sure paid search has the potential, scope and reach to get the desired traction for businesses. However, this online marketing channel comes with its own share of drawbacks that businesses need to be mindful of. In this discourse we will cover four main downsides of paid search.
Paid search requires businesses to setup ads. These ads require capital to function and deliver results. Setting aside an upfront budget is an issue that many businesses have to deal with on periodic basis.
Especially if you have just floated a start-up, you land up in a dilemma of sorts with paid search because although you know that it can get you the required leads, its upfront cost is difficult for you to manage.
Even in established enterprises, you often have to convince the business owners to sign-off on every new paid search campaign you plan to initiate to boost up lead generation for the enterprise. Many a times, business owners will like to see the team working of reduced budget without compromising much on their expectations on potential leads from that campaign. However, this very challenge can encourage you to design a viable marketing strategy for that campaign.
Paid search requires the marketing team’s regular attention. Depending on the industry you are catering to, a paid search may require weekly or even daily check-up and upkeep. However, as per researches only close to 3 out of 10 companies get their campaigns looked into as regularly as once a month. Paucity of time and resources at their disposal is one factor companies often cite.
Companies failing to keep a track of their campaigns periodically, often miss out on potential leads. They sometimes also spend a lot more on ads than the allocated budget. Hiring resources dedicated for such ad campaigns can be a solution. However, it again adds to the overall expenditure of the company.
Unlike organic search paid search only works on upfront capital and only delivers till campaigns are running. The moment you discontinue your ad campaigns, paid search stops generating leads. However, often owing to its potential upsides, the companies continue to rely of paid search to get the leads.
Being completely dependent on paid search is certainly not a viable proposition. So, over due course, the companies should start concentrating on other online marketing channels like organic search, social media, etc.
Paid search is a skill that requires months of training and years of experience to muster. If a company needs to venture into paid search, it should first ensure that it has at least a few resources on board who have the experience to handle paid search campaigns.
Downsides of not having the resources on board can be many as stated below:
Such mistakes can cost your company dearly. Entities plagued by any of the above ailments must consider hiring a small in-house team to look into your ad campaigns. They may also consider outsourcing the ad campaigns to an external entity with terms and conditions that safeguard their interests at place.
Nothing is perfect in life! Although paid search comes with innumerable benefits (read our paid search benefits blogs), its shortcomings should never be ignored. Companies planning to add paid search as a lead generation channel should consider all its aspects before investing time and capital in it.
In addition to paid search, companies should consider generating leads from other online marketing channels. Under ideal circumstances, paid search should only generate 50% of total revenue and remaining 50% should fall in the lap of social media and organic search.