For so long as paid search has been round (and it’s been some time now!), sure cussed PPC myths have plagued the channel.

These myths lead folks to strategy PPC with incorrect assumptions that trigger their packages and campaigns to undergo.

Not to say, it simply offers PPC a nasty rap.

Let’s dispel these myths as soon as and for all so you may see past them and strategy your PPC technique with clear eyes.

PPC Myth #1: Paid Search Doesn’t Work When the Decision-Making Process Is Long and/or Emotional

I noticed this fantasy in motion just lately when an company that focuses on the eldercare market requested for assist with their Google Ads.

Their PPC wasn’t changing in any respect, they usually needed particular suggestions to show issues round.

Upon inspection, it was obvious that the issue didn’t lie with PPC in any respect however of their general advertising and marketing technique.

The company was utilizing adverts and touchdown pages to try to get folks to finish an utility kind to have their liked one admitted to considered one of their care properties.


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Is it any surprise that this technique wasn’t working?

Would you be satisfied and all of a sudden convert from a, “Come have your Mom live with us…” advert?

Instead of recognizing that their technique was off, they blamed PPC.

Deciding on a care dwelling for a father or mother is a protracted course of fraught with emotion.

You gained’t make that call primarily based on an advert, irrespective of how properly it’s constructed.

But that doesn’t imply PPC doesn’t have an necessary position to play right here.

You may use PPC to introduce your care dwelling to caregivers contemplating their choices.

Use GDN advertising to focus on readers of associated articles. Or, use remarketing to serve adverts to people who find themselves actively wanting for data.

Trying to get folks to finish an utility kind for admission is simply too bold. Instead, strive asking folks to enroll for a tour of your care dwelling to start out.

You can’t fairly count on to go from zero to 100 with one PPC advert, which is why PPC have to be half of a bigger advertising and marketing technique.


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Any advertising and marketing initiative that’s poorly executed gained’t work, whether or not it’s PPC or another sort of marketing campaign.

PPC Myth #2: Paid Search Is Best Used Get to the Top of SERPs within the Short Term

Many startups plan to make use of PPC to get to the highest of SERPs till their website positioning “kicks in.”

Businesses launching new merchandise typically have the identical concept.

And sure, you typically can use PPC to get you on that entrance web page of Google search outcomes.

But once more, that is flawed pondering.

First, there’s no assure that website positioning will ultimately get you to the highest of SERPs, irrespective of how nice your technique. Many of our purchasers by no means attain the primary web page, they usually work with among the prime website positioning companies!

Second, even when website positioning does get you on the primary web page, there’s no assure you’ll keep there.

If Google has to do is modify their search algorithm, and you may end up buried in a single day.

Third, and most significantly, SEO and PPC work best when they’re used together.

You shouldn’t have to decide on one or the opposite.

Here’s a situation the place website positioning and PPC work collectively. A client wants a product, realizing nothing about your model.

They search for the product and see your advert.

They click on by to your touchdown web page.

Now, you’re on their radar.

Later, they do some extra analysis.

They search for your model by title and each your natural itemizing and paid search advert show, additional solidifying your model standing.

They click on in your natural itemizing and make a purchase order.

In this case, each website positioning and PPC performed an necessary position in pulling the client alongside your conversion path.

Take both one away, and also you undermine the efforts of the opposite.

That’s why many companies find yourself persevering with with both PPC and SEO – even after they intend PPC to be non permanent.

They acknowledge that PPC is driving invaluable leads and gross sales, they usually don’t need to threat dropping these by stopping paid search.


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After all, there’s completely no assure that website positioning will choose up the slack (and in my expertise, it typically doesn’t).

It could possibly be that when your model reaches the big-time, you gained’t must run search adverts anymore.

As far as I can inform, manufacturers like Tesla, Twitter and Pepsi don’t have paid search campaigns.

But till you attain that standing, you’d do finest to proceed with each PPC and website positioning.

PPC #3: If a Campaign, Ad Group or Keyword Isn’t Converting as Well as Others, You Should Pause It

This fantasy appears logical on the floor.

No one has a limiteless funds, so prioritizing and choosing your prime performers appears to make sense.

However, should you suppose holistically about your PPC program, you’ll acknowledge it ought to encompass a mixture of marketing campaign sorts with a wide range of objectives.

You need to cater to all elements of the purchasers’ journey and set your self up for even higher outcomes sooner or later.


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To place all of your bets in your top-performing campaigns, advert teams and key phrases is like investing all of your cash within the top-performing inventory of the day.

Sure, you would possibly do nice within the quick time period.

But when issues change (they usually all the time do), you would possibly end up in a monetary gap with no option to dig your self out.

PPC Myth #4: It’s Too Expensive

This previous yarn!

I believe this fantasy comes from inexperienced PPC managers who bounce into Google Ads with each ft with out realizing what they’re doing and are stunned after they deplete their funds too shortly.

When your account is managed by an skilled PPC professional, your spending shouldn’t catch you abruptly.

However, I’ll admit that you just generally should be keen to assign an inexpensive share of selling funds to PPC to get return.

For instance, I just lately talked to an organization that gives a posh service that prices about $8,000 per 30 days.


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Most of its prospects signal on for two years.

Yet, this firm was spending solely $500 per 30 days on PPC.

And they have been questioning why they weren’t getting huge outcomes.

The big discrepancy between the price of their service and PPC spend is an enormous a part of the issue.

You can’t count on to market one thing this costly and sophisticated with a tiny share of your income.

I believe that if this firm introduced their PPC spending extra according to their income, they’d expertise significantly better outcomes.

At the top of the day, PPC spend isn’t the metric that issues essentially the most.

PPC ROI is what actually counts.

If your PPC program is driving leads and gross sales which might be larger than what you’re placing in, then all of a sudden PPC doesn’t appear so costly in spite of everything.

It’s Time to Let Go of These PPC Myths

I perceive why these myths persist. They could have even been true at one time!


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But as PPC, and internet marketing as an entire, has developed, none of those myths maintain true anymore.

It’s time to allow them to go and have a look at your PPC program with recent eyes.

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