Pay-Per-Click Advertising or PPC is an online marketing technique that allows advertisers or business owners to place their ads on a website in exchange for a fee each time a user clicks on the ad. Quality score and the bid made on the keyword used will also influence the cost.

Just like any online marketing practice, PPC has its own set of advantages and disadvantages, and these are essential to understand if you’re considering including PPC as part of your strategy. Let’s look at each of them along with some tips on how you can maximize PPC to reach your goals.