1 - Paid search can be expensive. You need to be able to track your ROI and know which keywords are performing well in order to make a profit.
2 - You also need to be aware of the quality score, which is a metric used by Google to determine how relevant and useful your ad is to the user. A low-quality score can result in higher costs per click.
3 - Another challenge is clicking fraud, which is when someone clicks on your ad maliciously or without intending to convert. This can waste your budget and lower your quality score.
4 - Another issue is that paid search ads are often not as targeted as other forms of marketing, such as email marketing or retargeting ads.
5 - Paid search can only be done with SEO if you're bidding for generic keywords, so you may want to consider SEO or social media advertising if you're going after specific ones.
6 - Paid search advertising doesn't give you access to data about where your visitors come from, who they are, what devices they use, etc., like display advertising does (though this isn't true of all PPC programs).
7 - And last but not least: it's difficult to measure attribution with paid searches since there are many ways users might end up on your site (from organic searches and referrals to PPC)