Paid per click is one of the most renowned digital marketing strategies and is continuing to stand the test of time. PPC has continued to outshine other digital marketing programs by increasing the target audience and allowing you to target your audience at specific times when they need the goods and services. The holy grail is that you only pay when your ad has been clicked.
However, many business owners cannot reap all benefits of using PPC as they don’t understand what they do. This is simply because they fall victim to common misconceptions and myths which prevent them from building an effective campaign. The myths surrounding PPC are a dozen, but then there are the dangerous ones that corrupt and stump success. Among the seven major myths, you should eliminate for better marketing success:
When the decision-making process is long, and emotional paid search doesn’t work
Recently, I saw this myth in action in one of the eldercare market agencies. They asked for Google Ads Help. Their PPC was not converting at all, and all they wanted were specific recommendations that could turn things around instantly. After inspection, we realized that the problem entirely on their marketing strategy rather than their speculation – Pay per click. What was happening was that the agency was using landing pages and Google ads to have people complete a form that would have their loved ones admitted to a care home they owned.
Why was this ad not working? Who would fall for an ad, “Please have your grandma come live with us?” Rather than realizing how this ad was off, they blamed PPC. In reality, deciding an emotional process like having your parent taken to a care home is quite long. Whether an ad has the best caption ever in the world, you couldn’t decide this caliber based on it. However, PPC here can work differently. You can help caregivers in your care home. GND advertising could, however, be used to target the readers of related articles. Remarketing can be used to serve ads to the information seekers.
Rather than asking people to complete the application forms, they could have encouraged people to ask people to sign up for a tour to their care home as a start. One PPC ad will never take you from zero to a hundred. It is a process.
PPC guarantees fast and instant results
Another delusional myth that you should eliminate is jumping to the conclusion that PPC guarantees instant and fast results. This has rendered many jumping on to the PPC train. Traffic is going to increase, but this doesn’t mean that you’ll get positive results. It would be best if you understood that most PPC campaigns will always have the burn period – your expenditure is high in finding out how it will work. Understanding the market is all it takes to be successful on PPC. Understand how the target market targets online, and understanding the keywords they use, the chances of getting clicks increase. Therefore, the bottom line is researching and understanding your audience.
It would help if you relied only on Google’s Keyword Planner for keywords
Most people use Google Keyword Planner to search for keywords to use for their AdWords campaigns. Though there are the benefits of using Google Keyword’s Planner, it has its limitations in restricting what you can look for. Using keyword search tools would be more relevant. These tools include Keyword Explorer for exploring more keyword opportunities, SEMrush, and Moz’s for your keyword campaign.
Being the top spot is the best place to be
For the organic search result, being ranked at the top spot is certainly the best spot. However, for the PPC being at the top is not always the best spot to be. At the top rank on the PPC, more money is used per click. Finding the best position is what matters here. If your goal is the best cost per conversion, then avoiding the top spot is all that matters.
More keywords mean more conversions
Since having more keywords gets more clicks and impressions, many marketers have fallen into this trap. More clicks and impressions do not mean more conversions. Rather your budget declines fast, meaning you could be using more for what is not necessary. You deny the highest converting keywords the chance to use them. Safeguarding your positive-performing keywords by using them in separate campaigns is essential.
Aim only for the High Click-Through Rates
The percentage of users who click on your ads that link them to your website is called the Click Through Rate (CTR). CTR is only successful when the user finally buys from your website, regardless of whether it was high. You will be surprised low CTRs being better conversion rates than high CTRs.
PPC campaigns can run on Auto drive
Lacking to pay attention to your PPC campaign will cost you a fortune. The campaigns require constant testing, monitoring, new keywords, and bidding to generate successful PPC campaigns requiring constant experimentation. But time and patience are essential. The reason as to why you will find businesses hiring digital marketing experts – someone who has experience in generating results – to manage their PPC campaigns.
To run an effective marketing campaign, you need a huge budget
PPC, yes, requires a higher initial investment. $30 per month will never take you on such kind of social campaign as PPC. Still, many cheap strategies will move the needle, such as SEO or content writing which you can do in-house. Never let the perfect be the enemy of good. Start wherever you are, and make progress.
Being smart with your PPC campaigns will get you returns. Always avoid being deluded by these myths. As long as you use it correctly, PPC can be a fruitful means of marketing. You can also easily waste and overspend your budget. Research and learn more before you start a PPC campaign.
Joel House is the founder of Hobart AdWords agency. Joel House is one of the famous experts in providing SEO and Digital marketing Services in Australia. He is working with the Digital Marketing team and has helped many businesses with his professional services