If you’re like most people, you probably have a general understanding of what pay-per-click (PPC) advertising is. However, there are many misconceptions about PPC that can lead to campaigns that are less effective than they could be. In this blog post, we’ll dispel some of the most common myths about PPC so that you can run a campaign that gets results.
Myth #1: PPC Is Too Expensive
One of the most common misconceptions about PPC is that it’s too expensive. While it’s true that you’ll have to pay for each click, the cost per click is usually very reasonable, especially when compared to other forms of advertising. Additionally, you can set a budget for your campaign so that you don’t spend more than you’re comfortable with.
Another consideration to make is that PPC will only seem too expensive if it’s not generating any leads or sales. If you’re running a successful campaign, then the cost per lead or sale will be more than worth it. When you start your first PPC campaign it can seem expensive but once you are 1-3 months into your PPC campaign you should be seeing a good ROA (Return on ad spend) and if you’re not it’s time to analyse your account and make changes. We are always happy to help and offer a free Google Ads account audit, where we will look over an existing account and offer recommendations on how to improve results.
Myth #2: PPC Is Only for Big Companies
PPC is often thought of as an advertising strategy that is only used by large corporate businesses with deep pockets. However, this simply isn’t true. PPC can be an effective way to market your business, no matter what size it is. Small businesses often benefit from PPC advertising because it levels the playing field and gives them a way to compete with larger businesses and put their services or products in front of potential consumers ideally at the point in which they are ready to convert.
PPC simply isn’t just for big companies with large marketing budgets. In fact, any business of any size can benefit from PPC advertising. By researching and targeting keywords that are relevant to your business and setting a budget that you’re comfortable with, you can see impressive results from PPC campaigns.
In addition, PPC is a great way to test out new marketing ideas and strategies. If you’re not sure whether a particular tactic will be successful, you can launch a small PPC campaign and see how it performs. This allows you to make data-driven decisions about your marketing efforts instead of relying on guesswork.
Myth #3: Anyone Can Do It
While it’s true that setting up a PPC campaign is relatively easy, there’s more to it than just creating a few ads and throwing some money at it. To be successful with PPC, you need to have a strong understanding of how the system works and how to create effective ads. You also need to be able to track your results and make changes to your campaign based on what’s working and what isn’t.
Understanding the google ads network system
The Google Ads Network system is complex and ever-changing, and if you want to be successful with PPC, you need to have a strong understanding of how it works. If you don’t know how to use the system effectively, your campaign will likely fail. You need to be able to create effective ads, track your results, and make changes to your campaign based on what’s working and what isn’t. If you’re not familiar with the system, it’s best to get some training or hire professionals like us at Corsto Web Design who can help you set up, monitor & manage your campaign.
Myth #4: All You Need Are a Few Keywords
If you want your PPC campaign to be successful, you need to do more than just choose a few keywords and hope for the best. You need to carefully select the right keywords, match them to the appropriate ads, and continuously monitor your results to ensure that your campaign is performing as well as it should be.
Additionally, you need to use negative keywords so that your ads don’t show up for searches that aren’t relevant to your business. For example, if you sell women’s clothing, you would want to use negative keywords like “men” or “boys” so that your ad doesn’t show up when someone searches for those terms.
Techniques used for carefully selecting the right keywords
There are a number of techniques you can use to carefully select the right keywords for your PPC campaign. Some of these include:
Researching your competition:
You can learn a lot about which keywords are effective by looking at what your competition is doing. Take a look at their ads and see which keywords they’re targeting. You can also use tools like Google AdWords’ Keyword Planner to see which keywords are being used most often to generate ad clicks.
Analysing your website traffic:
Another great way to determine which keywords are most effective is to take a look at the traffic that’s already coming to your website. Use Google Analytics to see which keywords people are using to find your site. You can then use these keywords in your PPC campaign to attract even more traffic.
Choosing the right match type
When you’re selecting keywords for your PPC campaign, it’s important to choose the right match type. There are three main match types: broad match, phrase match, and exact match
Broad match
Broad match is the most general type of keyword match. This means that your ad will show up for any search that includes your keyword, even if the searcher doesn’t use your exact keyword phrase. For example, if you’re targeting the keyword “red dress,” your ad would show up for a search like “red dresses for sale” or “buy red dress.”
Phrase match
Phrase match is more specific than broad match, but not as specific as exact match. This means that your ad will only show up for searches that include your exact keyword phrase, plus any other words before or after it. For example, if you’re targeting the keyword “red dress,” your ad would show up for a search like “buy red dress” but not “red dresses for sale.”
Exact match
Exact match is the most specific type of keyword match. This means that your ad will only show up for searches that include your exact keyword phrase, with no other words before or after it. For example, if you’re targeting the keyword “red dress,” your ad would only show up for a search like “red dress.”
You can use a combination of these match types to ensure that your ads are being seen by the right people. For example, you might use broad match for your most important keywords and exact match for your less important keywords
Myth #5: It Takes Too Much Time
Another common misconception about PPC is that it takes too much time to manage a campaign effectively. While it’s true that you’ll need to spend some time monitoring your results and making adjustments, once you get the hang of it, running a successful PPC campaign isn’t all that time-consuming. And, if you don’t have the time or resources to manage your own campaign, you can always hire a qualified agency like ours to do it for you.
Myth #6: PPC is the only way to improve your search engine ranking
PPC is not the only way to improve your search engine ranking. It in fact is a actually only a very small ranking factor for organic search results, the common misunderstanding is easy to make because PPC ads are able to place any website in position 1 in the search results for very competitive keywords. However, the ads only show up when someone searches for that keyword and they are not actually part of the website’s ranking in the search results
There are a number of other things you can do to improve your ranking, including:
Optimising your website for SEO, like correct semantic structure and metadata.
Generating high-quality backlinks
Creating informative and keyword-rich content
PPC is an extremely effective way to market your business but there are many misconceptions about how it works which can lead to campaigns that underperform. In this blog post, we’ve dispelled some of the most common myths about PPC so that you can run a successful campaign. Remember: PPC isn’t too expensive, it isn’t just for big businesses, anyone can do it if they understand how it works, carefully selected and well researched keywords and it doesn’t take too much time. Keep these things in mind and you’ll be well on your way to running a successful PPC campaign!
