In today’s fast growing world of the internet, there is an extravagant amount of businesses that have taken to PPC Marketing as their main form of advertisement
A lot of business owners are even trying to run campaigns themselves & sadly, are using either old PPC techniques or adapting some of the most common myths into their digital advertising plan.
Today I am going to take you through some of the most common myths about PPC advertising and what you can do to avoid them.
PPC Myth #1: Add As Many Keywords As You Can
A lot of times when a person first starts their very own PPC campaign, their first instinct is to add as many keywords as they can into one Ad Group.
The more you add the more traffic you will get, right?
Although that is correct, a lot of that traffic is not going to be relevant and your Ad’s quality score is going to suffer horribly.
Adding a ton of keywords into one Ad Group is called ‘Keyword Stuffing.’ They may all be relevant to your business but it will be nearly impossible to make them all relevant to 1 single Ad.
When creating an Ad Group there is a rule that most modern day PPC Campaign Managers live by: Don’t add more than 2-3 keywords per Ad Group. The main reason in doing this is to make your Ads in that Ad Group as TARGETED as humanly possibly.
If you try to make an Ad group with 20 keywords in it, you will never be able to target that Ad to every single one of those keywords.
When your Ad is extremely targeted you will be rewarded with a higher Quality Score which in turn affects your Ad position, Cost Per Click, Click Through Rate, # of impressions and even your Cost Per Conversion. A little more work goes a long way when it comes to PPC.
Also, be sure that you are aware of each Keyword Match Type and know when to use them.
PPC Myth #2: Being In The #1 Position Will Get Me The Best Results
Although being in the 1st position on the page is great for visibility and branding purposes, sometimes it can bring you more ‘researchers’ than ‘buyers.’
Being in the 1st position will no doubt get you many clicks, but that doesn’t always mean that it is the relevant traffic that you’re looking for.
It is always good to play around with your Ad Position to see which one gets you the best ROI.
PPC Myth #3: Quality Score Can Be Improved With Higher Conversion Rates
Google has in fact come out and stated that your Quality Score has nothing to do with your Conversion Rates.
PPC Myth #4: I Should Be Able To Search And Find My Ad On The 1st Page At Any Given Time
Sometimes a persons 1st instinct is to make sure their PPC campaign is working by searching for their Ad on either the Google or Bing Search network (whichever they are using to Advertise.) Sometimes you are left with surprise and confusion as to why you aren’t showing.
There are a couple of reasons why this is not always possibly.
- Low Quality Score: If your Ad has a lower Quality Score than all of the other people Advertising for those same set of Keywords, then your Ad will not show on the 1st page of results.
- Ad Schedule: If you search for your Ad outside of the time that your Ad is scheduled, you will obviously not find it.
- Daily Budget Maxed Out: If your daily budget runs out before your Ad’s Scheduled time ends, your Ads will not run.
- You Aren’t Bidding High Enough: If all of your competitors are bidding higher than you are for 1st page results, your Ad will not show.
PPC Myth #5: If I Bid Really High I Will Always Be In The #1 Position On Google/Bing
It is very common for people to make this mistake. Although a higher bid does give you some leeway for a higher Ad Position, it will not determine if you show #1.
The way that Google and Bing work is based on Quality. If their search engines were showing irrelevant results, would we still use them? Probably not.
That is why they base their results off of Quality, not the quantity that you are willing to pay to show 1st.
Google and Bing will determine, based off of Quality Score, which Ad is the most Relevant to those set of keywords. If someone has a higher Quality Score than you, it wont matter how much you’re paying. You won’t show before them.
PPC Myth #6: PPC Guarantees Instant Conversions
This is probably the #1 misconception that I have run into as a PPC Manager. A lot of my clients will come to me and ask for a promised amount of Conversions per month… which is literally impossible to determine even an estimated range with no data.
Conversions are based SOLELY off of your website and the Ad’s Relevancy. Your Ads can be extremely relevant, but once they get to your website, it then has absolutely NOTHING to do with PPC (As long as the traffic from the Ad is extremely relevant.)
Just because someone really liked the sound of your Ad does not mean that their enthusiasm is going to transfer when they meet your webpage. If you do not have a strong and influential landing page, your conversion rates are going to suffer greatly.
I see this happen a lot with Start Up businesses. They make a website by themselves very quickly and let’s be honest, it doesn’t look very good.
What is going to happen when you start driving traffic to that website? You won’t get as many conversions as you would get if you were to have a professionally designed website.
There is a little advise I give to those who are looking to jump into PPC before their website is finished. Don’t waste your business loan on this yet. Sure you will get some conversions, but a lot of your money is going to be wasted. You’re going to be grasping for a piece of golden fruit that is miles out of reach.
You should always 1st get a website that looks great, has a persuasive call to action and content, and is easy to navigate. It is then smart to dive into the world of PPC where your money will go MUCH further than it would have before.
PPC Myth #7: You Don’t Need Any Other Keyword Planner Other Than Google’s/Bing’s
There are many other Keyword Planners out there that can give you great ideas that Google or Bings keyword planner does not have. 1 that I can suggest is SpyFu.com
Spyfu is a GREAT place to find the keywords that your Competitors are paying to rank for in a Search Network.
SEMrush & Moz’s Keyword Tool are some others for you to check out.
Myth #8: Only Have 1 Ad Per Ad Group
When you only have 1 Ad per Ad group, you are leaving your campaign stunted in the growth process.
A lot of advertisers think that you can just ‘Set It & Forget It’
If you do this, you will never improve your Quality Score, lower your Cost Per Click, increase your Impressions, etc.
Your PPC Campaign should be thought of like a Sapling. It needs water, sunlight and nutrients to grow. Split testing and implementing negative keywords is going to be crucial to your Campaign’s growth.
When you leave your Ad Group with 1 Ad inside, where then can the optimization be done? You need to be in a constant state of Split Testing. This will ensure that there is always room for you to grow and your results will just keep getting better and better.
Split Testing will become your Best Friend. Be sure to implement this into your PPC strategy.
PPC Myth #9: PPC Will Have You Paying For Fraudulent Clicks
Google and Bing’s Network are actually very good at spotting out invalid clicks and will refund you the money that you spent on them. If there is an IP address that is obsessively clicking on your Ads, you can even add them to your black list, so to speak, so they will not be able to see your Ads anymore.
PPC Myth #10: Negative Keywords Are Not Important
This is a myth that I very much want to stress because it is completely wrong. If you aren’t continuously checking your Search Terms report, you’re going to be paying for some irrelevant traffic.
It is very important to add as many negative keywords as humanly possible in order to get extremely relevant traffic and to not pay for anything irrelevant.
When you 1st set up your PPC Campaign you should sit down and think about all of the possible things that your keywords also may be being searched for.
All of the things that you can think of that are irrelevant should immediately go into your negative keywords.
PPC Myth #11: If I Am Ranking High Organically I Don’t Need PPC
Ranking organically is amazing and extremely important when it comes to growing your business online, but that doesn’t mean that it is the only thing you should do.
PPC will grant you a much higher state of brand awareness and authority. If you’re showing up TWICE on the same page, that will only leave the searcher feeling as if you’re a more important brand than the others on the page.
PPC gives you a greater chance for a higher rate of traffic, and it can even be much more relevant when using PPC.
It is also always a good idea to make an Ad Group based off of your Business Name. Other competitors may also be bidding on your Businesses Name to try and steal your traffic.
PPC Myth #12: Your Quality Score Will Increase If You Bid Higher
Quality Score is based off of many things, but just because you increase your Keyword’s Bid does not mean that your Quality Score will increase. Search Networks are based off of Quality, not Quantity.
PPC Myth #13: What Works In Google Will Work In Bing Ads
The algorithms for each platform are not the same. So what works in Google AdWords may or may not work in Bing Ads.
PPC Myth #14: The Default Settings Are Good To Use
Although this would be great, it isn’t true. Just like any other business, Google and Bing need to make money. So some of those default settings that are there may be costing you money instead of making you it.
You should always choose to use Advanced Settings when setting up your Account. Google may warn you against this, ignore the warning and choose greener pastures.
PPC Myth #15: Every Business Should Be Using PPC Advertising
As much as I would like to confirm this, I cannot. As great as Pay Per Click advertising is, it just doesn’t work for some businesses.
Sometimes the profit just doesn’t surpass the cost. If you are not making a small or decent Return On Investment and you have a highly reputable PPC Manager, you should probably stop using PPC.
For some businesses the keywords are just too much to pay for and as the years go on, keywords will only get more and more expensive. It is a very competitive world and sometimes the pros just don’t surpass the cons.
Be sure to measure your ROI to see if PPC is right for you. But remember that the 1st month of Advertising can be rough and you should not use that data to make up your mind as to whether PPC is right for you or not.
Give your campaign some time to be optimized and if it is still not making a profit, it may be time to start thinking of another digital marketing plan that will work better for you.
Don’t use any of these common PPC Myths in your digital marketing plan and you will be off to a great start.