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PPC Myths Debunked – Part 1


There are a lot of myths surrounding PPC, and some of them are costly. Make sure you get the best return on your campaigns. Read on to discover some of the misconceptions that are holding companies back.

  1. PPC Is Too Expensive


PPC can be too expensive. Many people bid for the most popular (and not the most relevant) keywords. You can target certain locations and adjust bids for peak business times. These are just a few ways to save money on PPC. Ultimately good ad copy, the right keywords and a well-made landing page are the best ways to turn users into customers.


  1. You Should Always Aim to Be the Top-Ranked Search Result


Remind yourself why you want to increase web traffic in the first place. Maybe it’s to drive commerce or subscriptions for your content. Being at the top of search engine rankings will inevitably drain your budget. So it’s important to bear in mind not just how many people visit your site, but also whether they sign up to your newsletter, make a purchase or some other conversion.


  1. Bidding High on Keywords Will Ensure My PPC Visibility


Pumping large amounts of money into your campaign won’t magically generate the desired results. High bids on keywords is a big factor in auctions, but you should also consider quality score. If you bid high on keywords but the content isn’t relevant to them, you’re missing the point.


  1. Paying Google a Large Amount of Money for PPC May Cause Them to Improve My Organic Search Ranking


Like all other search engines, Google’s reputation relies on providing relevant, informative results. No amount of money you offer Google will incentivise them to rank you higher in the organic search engines. Your content just has to be better.


  1. The More Keywords the Better


Increasing web traffic isn’t about throwing keywords into your ad like spaghetti on a wall and hoping it sticks! Keywords are the initial lure for web traffic. They’ll stick around if your content is coherent and consistent. It’s also important to know that ‘keyword stuffing’ violates the Google Webmaster Guidelines, as it’s used to bolster poor content. This can prevent you from running ads altogether.


  1. The Broader the Keywords the Better


People who make specific searches tend to be closer to making a purchase. For example, if someone searches for ‘whisky’, they may want a definition or the history of whisky. If they search for ‘English whisky’, they’re looking for something more specific, and you can assume they’re closer to making a purchase. Fewer people will see an ad with narrow keywords, but those that do are more likely to convert. Because narrow keywords are less popular, you can also expect to bid less for them.


  1. You Should Quickly Identify Which Keywords Are Performing Well and Delete Ones That Aren’t


It’s inevitable that some keywords are going to perform stronger than others. However, PPC campaigns are about using your budget shrewdly to maximise your presence. These seemingly weak keywords can assist conversions indirectly (‘assisted conversions’). Users can visit a website a number of times before making a conversion. Some keywords are better at bringing in early visits which pay off in the end.


  1. Negative Keywords Are a Waste of Time


This couldn’t be further from the truth! Negative keywords usually fall under the same subject matter as your ad content, but aren’t relevant to what you’re promoting. It helps to define ‘negative’ keywords. Otherwise, people who want something you don’t offer will leave your site immediately. For example, if you’re promoting PRINCE2 training, you know people searching for Prince William won’t get what they want from you. ‘Positive’ and ‘negative’ keywords both bring specificity to your content.


  1. PPC Is Hands-Off after You Set Your Keywords


Winding up your PPC campaign and letting it go makes it run into the ground once your budget’s exhausted, often resulting in wasted spend. Instead, use Search Term Reports to ensure your clicks are relevant to your ad content, to avoid the risk of your budget being spent on irrelevant search terms. Checking your performance and testing new keywords is the key to a consistent presence.


  1. Google Is the Best Resource for Keywords


For the best possible keywords for your content, cast your net wide with a variety of different software applications. Along with Google Keyword Planner, SEMRush is the software of choice for many digital marketing professionals. Moz’s keyword tool, Keyword Explorer is also a great option. See which keywords appear consistently across each tool and you’re onto a winner.


  1. People Won’t Trust Paid Search Engine Advertising


This may surprise people experienced with search engines, but approximately 50% of adult web users struggle to differentiate organic search content from PPC advertising. Besides, web users engage with ads if they have what they’re searching for. The only reason trust issue is if there’s a dissonance between your PPC ad and landing page content.


  1. If PPC Works for You, You May as Well Focus All Your Resources into It


Believing this myth will cause you to neglect things that can be equally successful, such as SEO. Now you have guaranteed clicks due to a successful PPC campaign, you can’t get complacent about the content quality. This is what ultimately ensures success for your website.


We hope we’ve cleared up some misconceptions surrounding PPC. GML Consulting is a certified Google Partner, providing data-driven marketing solutions to maximise ROI, in line with your individual business goals. Click here to find out more about our work in PPC, and remember to check out Part Two for twelve more PPC Myths!