There is nothing new about paid advertising. It has been around for hundreds of years and way before formal marketing strategies and tools came into existence. Paid marketing is also an integral part of digital promotions. In particular, Pay-Per-Click (PPC) marketing is one of the most popular ways to promote your business and enterprise on search engines.
One research report suggests that marketers have crossed the 10 billion dollar mark with their PPC spendings. But despite being a multi-billion marketing niche, many businesses remain skeptical about using PPC to promote themselves online. The wariness about using this paid digital marketing device has grown over time with the developments of several misconceptions about the nature of PPC, its use, and its results.
In this article, we will try to highlight all the prevailing PPC misconceptions. After reading this piece, you will be able to assess the utility of PPC marketing without any bias and underlying misconception.
1. Use as Many Keywords as Possible
Many people think that investing in too many keywords simultaneously can offer a better turnaround in PPC marketing. However, that’s not the case at all. Yes, it makes sense to promote your website for multiple keywords. But one should also keep in mind that using multiple keywords also depletes your marketing budget very quickly.
Also, using multiple keywords may improve the click-through rate of your website but without delivering any positive impact on conversions. In short, you may end up blowing your marketing budget on PPC ads for various keywords when they are not culminating in conversions.
Instead, focus on the most relevant keyword and funnel your entire PPC budget in it. This way you will be able to reach out to stronger prospects who are more likely to click on your PPC ads to do business.
2. PPC Ads Don’t Get the Required Traction
Many people consider the “paid” nature of PPC marketing as some sort of stigma. They believe that users don’t classify PPC ads as trustworthy as organic results. This is another misconception that has nothing to do with how PPC marketing works in real. First of all, PPC ads are not something that appears as unsolicited popups via some random and shady websites.
They appear on the SERPs and placed by the search engine itself after due diligence. Also, they are not unsolicited. A user only sees them when they run a relevant search query. In short, PPC ads are not like other paid online ads and hence the majority of users treat them as authentic as any other entry on the SERP.
Also, various statistics nullify this misconception. For instance, around 10 billion dollars were spent on PPC ads in 2017. Advertising accounts for more than 70% of Google revenue and PPC makes a big chunk of that revenue. If PPC ads didn’t attract the audience, it would not turn into a multi-billion marketing landscape.
3. PPC Affects SEO
Many people draw a mutually exclusive relationship between PPC and SEO. They think that a business can only use either one of them at any given point in time. Believing that PPC and SEO negate each
other’s results is a mere misconception and nothing else. A website with an already better standing on SERPS for organic search can further consolidate its position on the search engine through PPC ads. This combination can improve overall traffic, click-through rates, and conversions on the website.
4. High Bids Guarantee Higher Rank
Many people think that they can simply “buy” a higher rank by making high bids. There is no doubt that when you bid high, you have better chances of earning the top spot in the PPC ads column on any SERP. However, if you are just banking on a higher bid for better PPC results, you are doing it wrong.
The assessment of Google Adwords of your PPC ads and its placement for given keywords is not just influenced by your bid. Google’s advertising division also assigns the Quality Score (QS) to your PPC ads to determine its placement. Although Google hasn’t clearly defined the criteria it uses to assign the QS, the relevance of your landing page, and how helpful it is for the given keyword search certainly improves its QS.
So, instead of exhausting your resources on making higher bids, make sure the promoted web page must offer the value that any user hopes to find on a top spot PPC ad. By improving your QS instead of making a higher bid, you can keep your PPC marketing manageable from a financial standpoint.
5. PPC Is Only Effective When You Grab the Top Spot
We can’t deny the significance of appearing on the top PPC spot on any SERP. The link appears on top among all the three PPC ads experiences a significantly higher click-through rate. However, you need to do the cost analysis first to see if paying for the top spot is worth it. In many highly competitive industries, you have to pay an outrageously high CPC (cost per click). Maintaining the top spot at a higher CPC can easily throw your digital marketing budget off balance.
You can do quite well even if you not get the top PPC spot but have a better on-page strategy for converting leads into customers.
6. PPC Is a One-Time Effort
Many users also consider PPC as a shortcut. They think that their work ends just after making an ad, selecting target keywords, placing a bid, and getting the ad online. If you are in for making the most of what you are spending on PPC, you have to treat it like any other digital marketing practice. Like SEO and SMM, a good PPC strategy also entails ongoing efforts. You have to continuously monitor the keyword performance, identify negative keywords, and modify bids accordingly. If you want to promote your business through a well-thought-out PPC marketing plan, contact Business Marketing Solutions Group. The firm can also assist you in the social media management of your enterprise. You can also reach out to its experts for website designing and logo creation.