PPC is a digital marketing model used by advertisers to drive more traffic to a website. It’s a way of buying visits to a site through ads instead of earning the visits organically.
PPC advertising using Adwords is the popular form of advertising, and as many businesses use it, there are a lot of myths surrounding them. Over the years, PPC changes and is updated continuously. Some of the old techniques that worked back then are now outdated. Many PPC myths are profoundly entrenched and cause considerable confusion. Here are some common myths that are so believable and have the potential to spoil the marketing strategies of your business.
PPC guarantee fast results
Many marketers quickly jump into PPC thinking that it will give instant and quick results. It is true that it provides a rapid rise in traffic, but you cannot always expect positive results. Adwords at times provides high click through rates but does not guarantee high conversions.
Initially, you may have to spend some money on PPC campaigns to find what will work for your business and what will not work. These campaigns will help to learn what the CPC is, where the volumes are etc. However, this phase is an expensive one and sometimes there will be no positive ROI at all.
However, in order to establish a solid and productive PPC strategy, thesis phase will help you. PPC is not always the best marketing technique to attract audience. You have to engage yourself in other methods that can attract your target audience to your website.
Exact match is more valuable than broad or phrase
Exact match keywords are more valuable than broad or phrase types of keywords regarding relevancy. However, that is not the case with volume. When it comes to cost-efficiency, it can go both ways. At times exact match keywords provide a cheap cost per acquisition. Some accounts are built on exact match alone but it struggles to scale as volume is very limited in that case. When conversion volume is inconsistent, it prohibits CPA from leveling out.
Higher bids equal higher ranks
High bids are a way to increase the visibility of your ads, but simply increasing the bids is not a scalable way to improve your PPC results. While bid is a factor Adwords use to determine how the ads are served, it is not the only factor.
Google make use your quality score to determine the relevancy of your ads with the keywords to which they are matched. This plays an important role in determining the position of your ads for a given search. A high-quality score can give a boost to your ads than raising the bids. The key is to focus on the quality score so that you can see your ad getting higher positions.
PPC is only for large business
This is indeed a big misconception because PPC is simply effective for business of all shapes and sizes. Small business also gets benefited from PPC, because it lets them focus on their ads in local markets and it implies more leads. If you are running a small business and want to see clear results in a short time span, PPC is the best tool. After launching your website, you can begin receiving traffic immediately. Once your PPC campaign is running, a target keyword campaign will position you on the first page. PPC is a fruitful marketing tool for business as long as you make use of it correctly. It is significant to have an accurate idea of how you can make the most out of your PPC campaigns.
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