PPC management, like other digital marketing methods, is frequently improved and updated. As such, many PPC strategies that were considered the best during their time are now outdated and ineffective.
To keep up with PPC’s developments, many webmasters and PPC advertisers have taken to sharing their self-developed tactics online. The problem is that these techniques are seldom based on substantial evidence of improved sales. More often than not, relying on them will only drag down your account’s profitability.
Below is a list of the most persistent and widely believed myths about PPC. Some of them are based on outdated concepts, while others stem from questionable PPC campaign management practices. Find out if you’re guilty of believing or committing any of them.
MYTH #1: Securing the top position guarantees profitability.
Being in the first position doesn’t just mean that you’re going to earn more. It may also mean that you’re going to spend more. The top spot will give your business more exposure, improving your brand authority and retention. However, it will also make your ads more susceptible to “searchers,” or users that click on ads without the intention of purchasing the product they are advertising. The best way to avoid this is to experiment with ad positions.
Myth #2: The more keywords, the better.
This floats in theory; but in practice, it doesn’t. Sure, stuffing your accounts full of keywords will increase your traffic. However, there’s a huge chance that the traffic won’t be qualified. If you hold on to this myth, you’re likely to burn through your budget without getting much ROI.
Myth #3: You can forget about PPC after you set it.
There’s a reason why PPC management services take weeks–if not months–to set up. Successful PPC campaigns require constant analysis, monitoring, testing, and bidding. They take time and strategic management.
Myth #4: Google is the only platform worth advertising on.
Just because Yahoo, Bing, and other second tier search engines are a bit behind in terms of popularity, doesn’t mean that they’re not worth advertising in. There are many instances when businesses convert better when they advertise on these platforms.
Myth #5: The search engines know best.
This is not always the case. While search engines are certainly not going to con you, there is no guarantee that they’ll be able to determine every harmful activity that may happen to your account. There’s also the matter of profitability. Search engines are businesses. Their objectives include making money not only for your company but also for their own. Many PPC advertisers forget this– don’t be one of them.
Myth #6: Advertise on Google for young users. Advertise on Yahoo and Bing for older users.
There is no definitive study supporting these conceptions about user demographics. Don’t let them be your basis for choosing search engines.
Eliminate These Myths
Did you fall prey to any of these myths? Figure out how to get over them. If you have a PPC team and they failed to keep these misconceptions from influencing your practices, take measures to improve their knowledge, such as enrolling them in PPC seminars. If you did your PPC on your own, hire a digital marketing agency or secure white label PPC management solutions. Let experts handle your PPC to guarantee campaign success!