Pay-per-click advertisements can be an excellent way for businesses to increase their brand visibility and drive both web traffic and sales. But as is the case with any digital marketing tactic, there’s a certain element of mystery to the whole thing. While it’s certainly possible to become an expert in the field, there’s a lot that the average business owner may not understand about PPC.
As a result, it’s easy to believe certain misconceptions about this form of advertising. If you’re intimidated by the prospect of creating and maintaining a PPC campaign, you might talk yourself out of bidding on keywords
or even using a Google keyword tool to analyze search volume if you think the process is too complex or the payoff isn’t worth it.
In today’s post, we’re dispelling some of the most common myths surrounding PPC ad campaigns and sharing why you shouldn’t believe these falsehoods. MYTH: PPC is Too Expensive For Small Businesses It’s absolutely true that pay-per-click advertisement costs can add up quickly. That’s especially true if you’re bidding on keywords that are simply too competitive for your budget or terms that aren’t specific enough to what you’re promoting.
But the idea that PPC campaigns are financially infeasible for small businesses has no basis in reality. By choosing your keyword groups carefully and working with a reputable PPC analyst, you can set and stick to your budget. In some cases, you may end up spending less than you’d planned! And in the end, the fast results you could experience from a PPC campaign may off-set the initial costs.
Having a large PPC budget doesn’t necessarily mean you’ll enjoy better rankings, either. The key is to have a relatively low spend-per-click. If you aren’t overly familiar with how PPC ads work, it’s easy to over-spend -- regardless of the scale of your business. But like many other digital marketing tools, PPC can provide a high ROI for a fairly low cost. You’ll just need to make sure that your provider sticks to your budget and makes the best use of that budget. MYTH: High Click-Through Rates = Campaign Success Some people wrongly believe that if a PPC ad campaign is getting a lot of clicks, it’s automatically successful. While it would be ideal if everyone who clicked on your ad decided to provide their information or make a purchase, that’s simply not the way it works.
Yes, it’s imperative for web users to click on your ad. But that’s not the only action they need to take for your campaign to be successful. If your PPC ad keywords aren’t properly chosen, you could end up having high click-through rates but low conversion rates. Ultimately, it isn’t about how many people see or click on your ad; it’s about their behavior after the fact. In some cases, PPC ads with relatively low click-through rates can actually be more effective -- because the people who do click are the ones who actually want to buy.
Instead of getting bogged down in the analytics of click-through rates, you should be focusing on the cost-per-action and on conversion rates. In the end, those are the numbers that actually matter and will allow a business to thrive. The rest is often just a distraction.
MYTH: PPC Campaign Setup is a One-and-Done Deal Those who aren’t well-acquainted with digital marketing might be inclined to believe that you can spend some initial time on setup and then put everything on autopilot. That’s just not how the internet works. With so many features and trends that are constantly changing, search engine optimization and web development don’t fall under the “set it and forget it” category -- and neither does PPC setup.
It might sound like a time suck, but PPC campaigns require consistent analysis and adjustment. You’ll need to put in the hard work prior to launch, but you’ll also have to monitor and optimize those campaigns throughout to ensure their success. You’ll no doubt need to make changes to keywords throughout the process; even if your keywords were smartly chosen, algorithms and user trends change on a constant basis.
Of course, if you aren’t able to make that kind of commitment, it’s a good idea to work with a PPC analyst who can set up and monitor your campaign. They can make adjustments as needed, keep you in the loop, and ensure that you’re spending your money wisely. They’ll also have access to resources that you might not, which can further improve your gains overall.
Although there’s a lot you still might not understand about PPC ads, you now know the truth behind these popular misconceptions. With this knowledge in mind, you can evaluate potential PPC providers and ensure your digital marketing strategy is as diverse as it should be.