8 PPC myths you need to ignore now
If you search online you will find thousands of blogs and articles telling you how you should set up, run and maintain your PPC campaign but how do you know if the one you are reading is right for you? What if the suggestions you have read are no longer valid or worse still, false?
This blog from a Google Partner is your guide to making sure that you don’t fall prey to false claims.
Myth #1: PPC guarantees instant results!
This myth is probably the most common misconception when it comes to PPC. PPC is an ongoing campaign and something that takes time to develop especially when it comes to gaining any tangible results.
When you first begin your campaign, you may see some form rise in traffic but don’t be fooled, just because you do get this sudden burst of traffic doesn’t mean its good traffic. You must spend a lot of time analysing and optimising your PPC campaigns, something which many people don’t have unless you hire an agency or PPC professional.
You’d never expect to have your perfect customer walk into your shop and instantly want to purchase something without some sort of prior research or relationship. The same goes for PPC.
Myth #2: I need to be number one
“I need to be in position 1! I need to be ahead of my competitors! I need to show up all the time for this keyword! I need to be in the top 3 or I won’t be seen!”
Sound familiar? It is understandable why marketers and clients feel that their ad needs to be at the top of a search, and that’s because of the brand recognition. This thinking is correct if that is the main goal you are trying to achieve with your PPC campaign.
Aside from that, you should only own the top position if it is maximising your profit. There’s no other reason to own it unless your whole initiative is for branding purpose. If you’re limited by budget, it is often the case that you’ll get more clicks within your budget by bidding on lower ranks than you would trying to hit that top spot. Remember PPC is to bid for profitability, not position.
Myth #3 Branded keywords are a waste of money
Nope. Bidding on branded terms can be a good investment. Biding on your brand allows you to control your brands overall image. It will also allow you to control the marketing messages and promotional offers that your target audience will see.
Another great reason to bid on branded keywords is that they are typically cheap to bid on. Your brand will be unique to you and so not many people (hopefully) will use the same brand as you.
Myth #4: The more keywords the better
The idea of the more keywords the better is a trap and a common one at that. Many PPC marketers believe that the more keywords you bid the better. Yes, more keywords would mean that you get more impressions and possibly more clicks, but it doesn’t necessarily mean that you will gain more conversions. In fact, you could be potentially draining your PPC budget and essentially taking perfectly good budget away from more profitable keywords.
It’s understandable why people believe this myth is true, as in the past this was a common tactic used by both PPC and SEO marketers in order to get better rankings from search engines. However, since then search engines algorithms have changed dramatically that they now penalise those who continue to try use this method. Keyword stuffing is a thing of a past, let’s leave it there.
Myth #5: The broader the keywords the better
Using broad match when beginning your PPC campaign is always a good starting point. However, it is important to look at other keyword match types as your PPC account begins to grow. People who tend to make more specific searches such as “buying business data” tend to be further down the sales funnel, in other words looking to make a purchase, than those who simply search “business data” as they are actively searching to buy business data.
Using other keyword match types such as exact match keywords will not only help you find those who are likely to convert, but it will also be considerably cheaper as there will be fewer people tend to know exactly what they want and want to make an immediate purchase.
Myth #6: I’ve set up my PPC campaign, now I can sit back and relax
Wrong! PPC set up is just the beginning of your campaign and it most certainly doesn’t end there. Allowing your campaigns to do as it will is a PPC sin with the only guarantee being wasted spend and missed opportunities. PPC must be monitored at all times, to ensure your campaign is running as effectively as possible at the budget you want. Whether this is done by yourself or agency it is up to you.
If you are running a PPC campaign by yourself, you should be investing in your campaign as much as possible. We’d recommend running some experiments. Try split testing some ads and keywords and see which ones perform the best. Bring up or down budgets to calculate the absolute minimum needed to get the best results. Perhaps make changes to your landing pages and monitor which performed better. The possibilities are endless.
Myth #7: Why bother, no one clicks on ads anyway
This is a stigma that has risen over the years, but by all means isn’t a true one. It is suggested that between 45% – 55% of individuals who use search engines can tell the difference between an organic ad and a paid ad. This means paid ads are getting clicked!
PPC advertising is becoming ever more visible and viable for individuals, more so than ever before. If you aren’t at least doing some form of paid advertising, you will be missing out on potential leads and business. Mobile is rising – see how far you have to scroll down to see an organic listing.
Myth #8: You should only use Google for your PPC campaigns
This may be surprising to some people, but newsflash, Google isn’t the only search engine out there. To ignore other search engines for paid search means handing over your potential leads to your competitors. When you think about it Bing is still a big contender when it comes to paid advertising taking the next biggest share of the search engine market.
Using other search networks like Bing may prove more effective for your company or clients than Google. You’d be surprised to know how many campaigns we have tested/ran which performed poorly on Google but have done amazingly well on Bing. Pro tip: Search engines like Bing tend to have a cheaper cost per conversion (CPC) than Google as there is less competition bidding on the same keyword(s) as you.
This just shows that not all your target audience are all on the same search engine and you will need to branch out in order to reach them. These are just some of the PPC myths out there that we can say have been busted.