PPC Drawback #2: Not very many people click on the Google ads any more.
This is one of the biggest problems with PPC. People have simply become immune to the ads. That’s one of the main reasons that Google is constantly changing their interface. It’s like a sign on a building that you pass every day. After a while, you don’t even notice it any more. Google has seen that people have quit clicking on the ads so they are constantly moving them around and have recently started adding them to the bottom of the page too. Also, have you noticed that Google has lightened the pinkish-peach color behind the ads? They used to be pretty obvious but these days, they’re doing everything they can to make them blend in with the other listings so people won’t intentionally ignore them. Obviously, since they’re pay-per-click ads, Google only gets paid if they can convince, (or trick) people into clicking on them.
It’s still pretty obvious that the majority of all people are still clicking on the organic, or free listings on Google and more and more people are using the local search results with the link to the map. As Google has added new features to the page, they’ve essentially hurt themselves because fewer people click on their ads.
Next week, we’ll get into the second biggest drawback for PPC advertising. Until then…