The advantages of a pay-per-click model are anyone can implement the pay-per-click method- after doing the right research, it’s immediate revenue or loss- which means you can monitor and modify your keywords and search terms etc. right away. You can set a daily budget and automate it. You can schedule your ads and have them automatically rotate. You can create ad extensions.
Some disadvantages of the pay-per-click model are if you don’t take the time to do research and plan properly you can lose money quickly. It’s highly competitive to find and use the right keywords, that earn you the most money and website traffic because everyone is constantly updating their keywords, and SEO to get their website at the top of the Google searches.
Pay-per-click can be expensive if you have a limited budget. But the return on investment for this method can be very rewarding despite the budget.
When the ad budget runs out then the company will have to reinvest what they made from the pay-per-click in new ads or another form.
I wonder what the next new thing in advertising will be.
Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, 1st Edition.