As with most industries or subjects, there are some common myths and misconceptions around pay-per-click advertising. In this blog, we are taking a look at some of the common PPC myths that we have encountered and explaining why they are wrong.
Ranking for your primary term with PPC means you won’t rank organically
It is a common belief that if you are ranking for a term via paid search, Google won’t show you twice for the same search and so you won’t be able to rank organically for your key terms.
However, PPC ads will have no impact on your organic rankings and it’s actually beneficial to have your SEO and PPC strategies working in harmony to achieve great results. If both of your listings are seen as relevant to a specific search query, then both will be displayed.
Once a PPC campaign is set up, it should run itself
Setting up campaigns can require a lot of investment of time at the beginning, leading people to assume that once they have spent that time and effort setting them up they can and should run with little input.
Assigning a budget to your campaign(s) and then letting them run without keeping an eye on them is bad practice. Without monitoring and adapting your PPC campaigns, you run the risk of wasting budget month after month which could be better distributed.
Your pay-per-click campaigns should be managed either in-house or with the help of a professional PPC agency/consultant. This is because the best way to get the most out of your campaigns is to experiment and constantly make tweaks to see what performs best for the highest ROI
Pay-per-click ads are a waste of money because nobody clicks on them
Firstly, studies from digital marketing agency Varn have consistently shown that around 60% of online users can’t differentiate between PPC and organic listings in search results. Google has made many changes over the year, making ads blend in very well with organic listings on every platform.
Secondly, contrary to what people may think, consumers will click on a product if it is relevant enough to their search and their needs. PPC advertising can be really beneficial to businesses who know their buyer personas well, and who are offering products and services that match the needs of their target customers.
Thirdly, even if your ad isn’t clicked on, the customer will still have seen your brand name and website associated with their search. That association may influence their future searches and purchases.
As mentioned above, if you keep monitoring and tweaking your ads, you are unlikely to find PPC a waste of money. For more guidance on your PPC ads, get in touch with the team at AdPilot to see how we can help your campaigns reach new heights.
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