25th Apr 2017

5 Pay Per Click Myths That Could Be Costing Your Business

Pay Per Click advertising is becoming an increasingly significant form of digital marketing, one which has been continuing to develop and change in recent years, into one of the most valuable marketing tools your business could utilise. 

With many pay per click experts trying to cling onto outdated practices and ideologies and due to PPCs increasing significance, come even more myths and misconceptions, ones that could be having an adverse effect on the online ads that are created, as well as negatively influencing how people view and understand PPC advertising. 

In order to help you save money on your advertising campaigns, we’ve compiled a run down of some of the biggest PPC myths and misconceptions and how they can be avoided.  

Myth 1: Pay Per Click Works Overnight 

There are many people out there who believe that PPC advertising can immediately generate results, even promising to have results overnight, however the reality is that even the most experienced marketers can’t work that quick. While pay per click ads can be set up within a matter of hours, it can takes weeks, if not months, for an ad campaign to deliver true results, varying even more depending on factors such as the business type, your competition, budget and your website.  

Myth 2: The Top Spot Guarantees Conversions

While it’s good to aim for the number one position within search pages and it can help you gain visibility and traffic, it’s also important to remember that being number one doesn’t always guarantee conversions. Don’t believe for a second you WILL get results from being first as it can lead to disappointment, instead you should look to aim for at least second or third as they are less expensive, yet can still generate the desire results as the the famous first place.  

Myth 3: The More Keywords The Better

Although it might be tempting to cram your advertising campaigns with every available keyword, one huge misconception is that using lots and lots of keywords can helpful, when in reality it’s generally the complete opposite. Randomly adding more keywords, often irrelevant or only vague ones, is a huge way to rapidly deplete your budget, stopping you from using it toward generating more clicks and conversions. You should be aiming to include relevant terms that you know your audience are likely to be searching for.  

Myth 4: The More You Spend, The Better The Results

One of the great things about pay per click is that you can generate results even with a smaller budget, you don’t have to spend a large amount to generate the best results. While a large budget might allow you to bid higher for keywords, your budget doesn’t affect your quality score, this is all down to Google and can’t be bought. Instead of worrying about spending more you should think about fully optimising your pay per click ads so that your ad score, ad text and links are all looking great, which is what can really drive more clicks.   

Myth 5: Nobody Clicks PPC Ads

It might be difficult to see from an outside perspective but there are still plenty of people out there who are clicking on search ads, despite the increase in popularity of ad blockers. With relevant content, great ad copy and by showing up for the relevant search terms, there is still an audience out there who don’t care about the difference between organic and paid search terms, they just want to find the best results for them and will click on the link that is the most relevant, ad or otherwise. 

We’re not even halfway through 2017 yet and already their have been a number of significant changes and developments in pay per click advertising and with this increased focus on PPC, comes the need to understand exactly how you can see results. The last thing businesses want to do is spend money on something that just doesn’t drive results, by having an insight into what you shouldn’t be doing, there’s no reason your business shouldn’t be utilising PPC and getting the benefits you really want!


Article By
Sarah Seymour,
Published: 25th April, 2017
Categories: Marketing

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