PPC Myths

It’s not very unconventional that what we think is correct or other way round whatever we presume to be wrong, should hold true.

Again a link to the chain…….. some of the myths about PPC…. Here you go!

PPC have impact on organic listing: This is a very common myth about PPC. There is no direct relationship between organic and paid search. Though PPC is a great way to promote the site in the sponsored listings & can get the site easily & quickly noticed by your targeted audience.

#1 position is the only way to get targeted traffic: Yes, it is not necessary to be on the top position to get quality traffic. Top position might give you more no. of click but this does not mean more conversion/sale or lead. In fact many times, advertisers get better conversion rates even when the ad appears in the lower spots. Because people who are serious to buy or in last phases of buying, usually search more deeply and click on the more relevant & convincing ads.

Ad should be displayed all the time (24*7) for better results: This is again a common myth. When you are directly targeting your customers, and you know that your customers are more likely to buy during a specific period of time, you can show your ads only in that time frame. This feature is called ad scheduling (in Adwords). The benefits of ad scheduling are different for different businesses like for some businesses there is no sense to have your ads running in some specific ads. Of course, maximizing the power of ad scheduling will require some testing. Ad Scheduling ensures that your phone doesn’t ring at hours when you aren’t in the office. It is also helpful in measuring ROI based upon time of day and day of the week.

Bid on many keywords for every ad: in my personal opinion, we should bid only on relevant keywords otherwise less relevant keywords will consume the budget & you will get irrelevant traffic. I have seen many peoples who used 100s of keywords in their campaigns & are unable to even keep watch on them.

Keyword matching does not have much to do with: People are not very concerned about the keyword matching option available in Google AdWords. Normally, people use only broad match for all keywords which actually widen the scope of getting more clicks but simultaneously increases the chances of getting irrelevant clicks & less conversions. Keywords matching option is good to better target ads & cost controlling. It can improve CTR, ad position & ROI.

It is good to have generic keywords in campaigns: This is not good to have generic keywords (especially with broad match) in ad groups as they might bring irrelevant visits to your site & exhaust your campaign budget very quickly without generating any ROI. For example: if you are selling financial software then you should not target Software as a keyword because it might send you the visitors who are actually looking for computer software, games software or others.

PPC is expensive: Many of my client initially denied for PPC by saying that this is an expensive marketing option but the fact is that there is no min budget requirement for AdWords campaign set up, you can start your PPC with very little budget. In fact, Google don’t have a fixed minimum bid for a keyword & more interestingly you have to pay less for your more relevant ads on relevant searches.

You should have a website to run AdWords Ads: You can advertise you business online on Google even without having a website. Hosted business pages, a feature for AdWords Starter Edition, will let you do just that. Advertisers can create a hosted business page (an informational webpage) when they sign up for AdWords Starter Edition. You can use a hosted business page to tell people more about your business when they click on your ad.

Number of conversions is a measure of PPC effectiveness: advertisers are some time interrelate conversions with ROI. ROI is the actual measure to define how much money you are making thru your AdWord account not the conversions.

PPC optimization is one time activity: Like SEO, PPC is also a continuous process. We have to keep watch & make the required changes for optimization & better performance. Like your business, pay per click campaigns continues to develop, change and evolve.

Tags: adwords ppc, Google PPC, pay per click management, PPC, ppc faq, ppc myths