PPC (Pay Per Click) advertising is a vital online tactic that every business owner and marketing manager should consider as part of their digital marketing plan. Credited as a top lead generation medium and offering a lead conversion rate 50% higher than organic sources , pay per click marketing – through Google Ads, Microsoft Advertising, or social platforms such as LinkedIn and Twitter – is one way to love your business this Valentine’s Day and beyond. Read on to find the truth of some Pay Per Click myths.
But, as with many rapidly evolving digital marketing techniques, PPC can quickly be misunderstood. Adhering to outdated practices or running your pay per click campaigns based on unfounded assumptions can hurt your PPC performance and damage your business’ profitability. Gulp and double gulp.
To help you maintain a healthy relationship with your paid channels (and ultimately, your profits), we have dedicated this focus on series to debunking common Pay Per Click myths.
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PPC myths laid bare
Experienced PPC account manager or complete AdWords newbie, here’s 5 pay per click myths everyone needs to look out for in 2020.
Pay Per Click myth one: Position one is the most profitable
Appearing at the very top of the paid results will undoubtedly help maximise your exposure and brand visibility. Profits? – Not so much. Position one ads will attract clicks from users at the very top of the funnel or even those who have no intention to purchase. This can quickly send your marketing ROI into downfall, leaving you spending more in clicks than revenue generated.
Pay Per Click myth two: It’s expensive
Let’s set the record straight: you are in control of your PPC spend. Daily or monthly budgets can be set for your campaigns.
What you pay largely depends upon your quality score and businesses should work to ensure that there is a tight correlation between keywords, landing page and ad copy to help lower the cost per click.
Pay Per Click myth three: It will affect your organic rankings
No – paid traffic cannot increase your organic rankings. If your organic visibility is in question, you need to invest in search engine optimisation (SEO) work.
Pay Per Click myth four: It’s Google AdWords or nothing
Google is only one paid platform. Microsoft, LinkedIn, Facebook and Twitter can also offer businesses the opportunity to reach new audiences, increase traffic and bring in conversions via paid campaigns. According to the latest figures, the cost per click on Microsoft is up to 70% cheaper than on Google, resulting in a better ROI for many .
Pay Per Click myth five: More keywords = better performance
This common misconception seems pretty logical. You want to increase your profits so why not add more keywords? Because more impressions and clicks does not a conversion make. Your campaigns should focus on quality, relevant keywords for your business and your specific value proposition.
Reignite your passion for Pay Per Click search
Recognise any of the above myths at work in your pay per click strategy? Or unsure if you are getting the most out of your paid campaigns?
With more than half of all marketers planning to increase their spend on pay per click platforms this year , getting your PPC strategy right is more important than ever. And that’s where the CIM qualified marketers at Think Beyond can help you. Our dedicated team work with businesses across the UK to drive their digital performance. From research through to account management, campaign delivery and reporting, we have you covered.
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