Paid Search Myths, Lies & Fallacies

We (sadly) hear them time and time again. They move even further from the truth and are just flat out even crazier with each passing year. We can’t avoid them. So, let’s clear some things up about PPC Myths.

The Hard Facts About PPC Myths

If you do a simple Google search for “PPC myths,” you will get over a half million search results and seemingly the same number of myths that are pawned off as facts. In fact, many agencies and marketing companies will advertise on this simple keyphrase. The following paragraphs cover the five (5) most common and totally untruthful beliefs related to Pay-Per-Click, some of which have been floating around in the digital marketing world for years.

PPC Myth #1: “Set it, and Forget it!”

Credit to my boy, Ron Popeil, for this ever-popular and overused catchphrase. While it is presumably true when it comes to his 90’s rotisserie oven, it is absolutely not the case with PPC of any kind. Nope.

There is a ton of work, blood, sweat and yes, tears (I’m not too proud to admit it) that go into creating and setting up a sound campaign from top to bottom. And the work is NEVER completely done. Please don’t let someone or something try to convince you otherwise. You should not just rest on mediocrity and think for one minute that you can just sit back and “let Google” do what it does. You should always be testing, tweaking, honing, and refining everything - down to the keyword level. A seasoned PPC account manager will check campaign performance as often as hourly but at the very least, daily.

PPC Myth #2: “You Don’t Need PPC if You Organically Rank High.”

I often hear murmurings like “If I show on PPC for one of my primary keywords, I won’t rank organically because Google won’t show me twice within the same search.” Or… “As my SEO improves, I think it’s a good idea to reduce my PPC budget and efforts.” Where on Earth do people get such notions?! Google’s whole aim is to serve up the most relevant information, starting with page one. You can often find the same domain sprinkled about or consuming multiple spots in a given SERP.

Increasing your visibility is always a smart thing to do. If that means purchasing ad space, then so be it. Multiplying your search exposure creates a “cornering the market” sort of effect. It’s a numbers game which, when combined with SEO efforts, can have a favorable cumulative effect. Some searchers look to the organic listings for their information. Others rely on brands having a presence within the sponsored ads areas of the results page. We should satisfy both types and be relevant for all search types.

PPC Myth #3: “Being in the 1st/Top Position is More Profitable”

Research shows that those who click #1 ads (and/or #1 organic listings) are your window-shoppers. Yes they’ll visit your website, but you are most likely a stepping stone along their research journey. I’ve sadly seen this all too often; an advertiser’s eyes may initially be bigger than their bank account. Meaning - to sustain a #1 ad ranking or upper-tier impression share, you can burn through your budget trying to keep up with competitors in the First Position. Through my own professional experience, many keywords can cost $15 to $60… per click! Stay within your comfort range and ride the groove in the 2nd or even 3rd position. You’ll have the money to spend on other auctions, which is never a bad thing.

PPC Myth #4: “I Don’t Have a Big Budget. So I Won’t Be Able to Compete”

I address this concern every day. PPC and any advertising ventures are only as expensive as you make them. If someone has a couple hundred bucks to spend monthly, well then you just have to get creative. Accept the fact that you won’t be able to go for that #1 spot in most circumstances. Your impression and click shares will in turn trend on the lower end. But it shouldn’t be the deciding factor to deter and eliminate you from the game before you could even start.

Small to medium-sized businesses (SMBs) often get intimidated at the thought of attempting to compete with long-standing corporations and global behemoths. If you focus on wide-arching terms, then you understandably will be crushed under their weight. However, if you adopt a strategy aimed at longer-tail keywords with higher specificity, then you may be able to upset the proverbial apple cart. It is possible, and I have plenty of examples of this resoundingly being the case and outcome. Don’t fear.

PPC Myth #5: “Google is the Only Place You Should Advertise.”

Au Contraire. Sure, Google is an industry-leading platform and at the forefront of most everything Paid Search-related, but they are not the only show in town. Some businesses may find more benefit in advertising on a platform like Microsoft (formerly Bing Ads) Facebook, Amazon, or even Quora and Pinterest. Without a doubt, you will find one or nearly all of these platforms possess lower costs per click (CPC.) Pick one you deem a good fit, test the PPC waters and scale your budget and targeting accordingly.

Another thing to note when deciding which platform to go with is understanding where your ads will be placed. On a search engine like Bing or Yahoo, for instance, the volume of searches occurring will be less in most cases than on Google. But, again, the competition is less fierce - at a lower cost. Spend your advertising dollars where you deem necessary but know that Google doesn’t have to be the only option for you and your business.

An Improved Understanding of PPC Myths Can Provide Beneficial Results

As with anything, it's beneficial to gather the truth and dispel the myths around PPC. Now that we've cleared the air, you can make an informed decision to begin Paid Search advertising, continue your PPC ventures with confidence or intelligently revise your current Pay-Per-Click strategy. I’ve seen them and heard them a thousand times before in one variation or another and find it my duty to be your moral PPC compass. While this was a very short list of the fabrications running amuck, I believe this will give you a great baseline to move down the appropriate path in the wonderful and pleasantly vast world that is Paid Search.

If you would like additional suggestions, advice, more paid search insight, wish to have an audit performed on your Pay-Per-Click account or if you have specific reservations or questions about other paid search myths you may have come across, do not hesitate to contact Ecreativeworks any time.