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Exposing the common misconceptions involving PPC advertising

Exposing the common misconceptions involving PPC advertising

by Philip Armstrong14th August 2014

Ever heard that swallowed chewing gum will stay in your system for 7 years? Or that the way a toilet flushes varies depending on which hemisphere you are in? These are just two examples within a plethora of cases of individuals positing falsities as actualities and this incorrect information spreading like wildfire so that a multitude of people across the globe are deceived into believing things that they shouldn’t.


This same pattern has often been exhibited in the marketing industry, and webmasters often accept and adapt false doctrines about how to achieve success with their PPC campaigns in order to obtain a quick return on their investment. However, the reality is that PPC campaigns need to be carefully planned and progressively improved in order to garner long-term success, and as such it can often be dangerous for webmasters to take certain posited ‘facts’ about achieving PPC success at face value and proceed to seamlessly incorporate these unsubstantiated techniques into their own strategies.


Below is an identification of some of the most frequently held misconceptions to do with PPC advertising, and a clear indication of why they are false.




Positive keywords are the only ones worth considering  


One of the most common misconceptions held by webmasters is that only positive keywords are worth using and targeting in their marketing campaigns, despite the fact that adopting this philosophy can actually be detrimental for its overall success. In reality, web crawlers and search engine users are often re-directed to sites when they type in positive and negative keywords, and the best PPC campaigns will adeptly target both types of search phrases in order to maximise their traffic volumes and give them the best possible chance of conversion success. Remember, your business could easily change its reputation with a smartly placed, well-crafted PPC advertisement.


PPC campaigns are only profitable on Google


Even though it is most certainly true that optimising your presence on Google is more important than other search engines, doesn’t mean in any way that it isn’t profitable to try and do the same for all your initiatives across every search engine. Recent statistics have suggested that around 33% of people use different search engines to Google, and solely targeting your campaigns on this platform will isolate your business from acquiring new customers from the entire market, which will obviously prevent you from maximising your profit capabilities.



PPC marketing is the most cost-effective


Just because PPC can be a way to obtain a high ROI from a minimal outlay, doesn’t mean that you should not consider other methods of marketing. Yes, PPC can be a cheap way of enhancing the visibility of your company’s site, but due to the complex aspect of the procedure, it can often be supremely hard to keep these costs low unless you have an adapt campaign manager. Considering help from a top quality PPC firm can reduce the number of problems you encounter, and can ensure that your cost-per-traffic is kept down, though this extra service cost might add more to your overall marketing bill.


Keyword overloading is the key to success


Keyword overloading may once have been an effective platform for success in the SEO world, but it no longer is as Matt Cutts has succeeded in his endeavour to destroy all renegade websites which have little quality content and maximal relevant keywords. Remember, whilst using a number of keywords can raise your traffic significantly, it doesn’t necessarily bring in the right type of traffic. Instead, you should consider specific keywords with lower cost per click and higher search volumes, whilst also taking into consideration the purchase intent of these words in order to keep your outlay low, and your potential return high.



Adopting the same techniques to different search engines works


Every search engine users a different algorithm to assess the merits of a website, and applying the same techniques that achieve marketing success on Google will likely result a failure on other platforms such as Bing. Instead, you will need to evolve your knowledge of the industry, and establish tried-and-tested techniques for all platforms, in order to ensure that your PPC campaigns are successful across the market.



 Believing that a strong framework is enough for long term success


Simply starting a PPC campaign, doing excellent research and then turning it on does not mean that it will perform well, and it is essential that you update your campaign every day in order to ensure that it achieves long-term success. Look at how all your keywords are performing, the user activity with your site, the cost per click and click through rates of your campaign, and search volumes of phrases in order to ascertain where needs to improved. Remember, the market is always changing, and as such the need for your PPC campaign to follow suit is of paramount importance to its eventual success.



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About The Author
Philip Armstrong
Philip Armstrong is a content writer for the Just SEO newsroom. Having served as an Adword's manager for a number of paid search campaigns, he is an expert in spending money to make money, and regularly contributes in-depth articles on the latest news and updates on pay-per-click (PPC) matters.

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