Pros
• You can set your own budget depending on how much you are willing to spend
• The performance of your campaign can be measured easily and in real time
• You are able to track ads in real time, where you can see the actual demographics and data
• Unlike SEO, PPC gives instant results, primarily because you pay for it.
• Your business can have global or local exposure depending on what you decide
Cons
• There is a lot of competition in the world of PPC advertising and it becomes complex
• One of the biggest disadvantages of PPC advertising it that it is a paid service
• Your ads will stop being displayed the moment you stop paying for them
• There is no guarantee that a user will purchase your products or services
• Setting up a successful PPC campaign is time-consuming as it involves research
