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There’s no doubt that the paid search landscape has changed significantly over the last few years. It’s gone from what was a simple auction format, to one that incorporates all types of other factors.
It’s for this reason that a lot of myths about the subject have developed. Some of these are perhaps painting an unfair picture of PPC, and just what is possible for the typical online business.
We will now take a look at four of these myths and debunk them for good.
“You can set and forget your PPC account”
This is one of the principle mistakes whilst creating a PPC account, and one that is told to digital marketing agencies like Assertive Media all the time.
The general consensus is that a PPC account can be set up and then left to its own devices. Unfortunately, this isn’t the case in the slightest.
A successful PPC account will always be adapting and you need to test, add new keywords and add negative keywords to really get the most of it. If you don’t do this, you’ll soon find that your account becomes completely inefficient.
“You should always rank in top position”
If we were looking at this from an SEO perspective, the primary goal would be to get a keyword to reach the top position. However, in PPC, this isn’t always the case.
The big difference is of course that you are paying more for those top positions. Ultimately, you’ve got to make sure that the top position is therefore profitable. There are some cases in which it’s far more cost effective for a company to be at position 3, for the simple reason that the CPC’s are much lower. In short, it’s all about testing – and finding which position converts the best for you.
“The more keywords, the more profitable your account”
We are certainly all for keyword research, but there can be limits. There can be occasions where people start to cram too many keywords into an account and in reality, only some of them are relevant to the service or product that they are offering. The upshot is that they don’t perform.
There is a fine-line here and again a lot of testing will help you out.
“PPC doesn’t affect SEO results in the slightest”
There might be a few raised eyebrows with this next suggestion, but bear with us for a minute.
It’s absolutely right that there are no direct correlations between PPC and organic results, but there is certainly an indirect link.
A lot of companies who make the most of online marketing do so by combining their PPC and SEO efforts. If they rank in the top position organically, some will cut back on their paid spend. At the same time, if a particular ad is performing well on paid search, it might be incorporated into the meta description for organic purposes. Its approaches like this which can really boost a company’s online efforts.
