In the realm of marketing, there are numerous practices and concepts that have two sides, and recommendations can vary greatly among professionals. As digital marketers, we often find ourselves in a state of uncertainty regarding certain channels and strategies.
One common misconception held by some marketing professionals and business owners is that investing in visual ads, such as Google Display Ads, is a waste of money. However, this is actually far from the truth. According to Wordstream, advertisements placed on the Google Display Network can reach up to 90% of internet users, making this advertising option extremely effective if used optimally.
Similarly, there are several other myths surrounding digital advertising, particularly in PPC, that are not entirely true. Fortunately, our extensive experience in the industry has allowed us to distinguish between which myths are true and which are false. To that end, we have identified five main PPC myths that we will debunk and explain why they are not entirely accurate.
Myth # 1: You Gotta Choose Between PPC and SEO
The belief that one should prioritize either PPC or SEO exclusively is flawed. In fact, both PPC and SEO are equally valuable and effective, and combining them can lead to the best outcomes.
By combining PPC campaigns with SEO strategies, you can attract both paid and organic traffic to your website. This approach enables you to rapidly achieve first-page SERP rankings through PPC while also building your organic ranking over time through SEO efforts. By leveraging both resources in this way, you can maximize the benefits of each.
Myth # 2: PPC Is a Set It and Forget It
It’s not uncommon to hear that just setting up a PPC campaign and bidding a good amount of money will lead to great results. However, this is a misconception, especially for those who lack experience in digital marketing. In reality, successful PPC campaigns require careful crafting, constant analysis, and improvement. Neglecting to analyze market trends, demographics, competitors, and other important elements on a regular basis will likely result in disappointing outcomes, regardless of how much money is spent.
That’s why it’s crucial to work with a digital marketing specialist who can guide you through the entire process, from campaign creation to analysis and optimization, to ensure that you make the most of your investment.
Myth # 3: Greater Visibility Means More Conversions
I’m certain you’ve also come across this one. Some “experts” may deceive you by stating that the more traffic you attract, the higher the probability of converting. While there may be some truth to it, it’s essential to realize that it varies. If you receive a substantial amount of traffic, but the majority of it is of low quality, you will not observe any conversions.
To begin with, you must ensure that you are targeting the appropriate individuals and assess how the increase in impressions or clicks is influencing your conversions. To accomplish this, it’s always beneficial to establish a clear objective and then configure everything to track your conversions appropriately.
Myth # 4: PPC Is Way Too Expensive
Pay Per Click advertising can seem costly, but only if you allow it to be. Most paid advertising platforms, such as Google Ads, offer the ability to set daily and monthly budgets, preventing overspending unless you adjust the budget. You have complete control over your spending, and once the budget is depleted, ads will not show until additional funds are added.
Moreover, marketing a costly and complicated product with only a small percentage of revenue is unrealistic. A company can expect much better results by aligning PPC spending with its revenue.
Ultimately, keep in mind that the amount spent on PPC isn’t the most crucial metric. ROI is what truly matters. If your PPC campaign generates leads and sales that exceed the investment, PPC suddenly becomes more affordable.
Myth # 5: The More You Bid, the Better You Rank
While having a substantial budget to allocate towards PPC bids can certainly be beneficial, it is not the only determining factor in the success of your campaign. There are other crucial aspects that you must consider to increase your rankings and campaign relevance, including quality score, targeting, ad copy, and extensions.
Paying attention to your quality score is particularly important, as it can significantly impact your rankings. A higher quality score indicates that search engine ad platforms like Google view your ads as more relevant to the user’s search intent. On the other hand, a lower score should serve as a warning sign to reevaluate your campaign’s targeting and messaging to determine how you can enhance its effectiveness.
Effective marketing strategies in today’s digital landscape require paid search advertising, but throwing money at PPC campaigns doesn’t guarantee success. So, beware of PPC myths and reassess your approach.
You can always reach out to a professional agency for optimization and data-driven insights to drive real business results. Also, remember to stay vigilant, adjust your approach, and never stop refining your campaigns. Contact us today to take your paid search advertising to the next level.