15th March 2017
Jon Billingsley
2 Minute ReadAre you considering a pay-per-click (PPC) advertising campaign? Before you do, read this article. We’ll be looking at the top paid marketing myths and separating PPC fact from PPC fiction. Enjoy!
1. “I don’t need PPC, I’m on the first page”
Even if you’re ranking on the first page of Google search results, PPC gives you a further advantage over other companies. Wordstream found that – when buying online – 64.6% of clicks go to sponsored results. Yes, organic SEO is great for long term ranking, but PPC offers you an extra benefit.
2. PPC is too broad
Another PPC myth is that it won’t reach the right audience. Businesses worry that, because they are paying per click, they will be wasting a lot of money on people who are looking for something else. The truth is that PPC is one of the most targeted method of online advertising available. With proper guidance for PPC experts, you will be able to reach the exact audience you’re looking for.
3. Long wait for ROI
Understandably, some clients have come to expect long waits for ROI with marketing. They assume that this extends to PPC. In fact, the opposite is true if you do it right. If you venture into the world of PPC alone, you can expect a so-called burn-in period where you find out what works best. This can be expensive, but is reduced hugely with support and guidance from experienced PPC marketers.
4. Click fraud will be costly
With a set-up where you’re paying for every click, there’s an unavoidable fear that businesses using PPC will be victims of click fraud. This is the practice of clicking on someone’s promoted search result simply to drain their budget. Like all bad practices, it’s far less common than you think. But it’s also protected against. Search engines can detect abnormal activity or “invalid clicks” and won’t include them in your charges.
5. Forking out for number 1
Many businesses worry that they will have to pay a huge amount to secure the top spot on their PPC advert. But this is untrue for two reasons. Firstly, it doesn’t have to cost you the world. A smart strategy, taking keywords and content quality scores will reduce the cost significantly. But also, you might not need to go for first place at all.
While Wordstream found that most clicks go to paid results, they concede that the top spot doesn’t have quite the same return on investment (ROI). People typically want to search around and will click on more than just the top result. So, in most cases you’re getting the same clicks for less.
Is PPC for you?
Google estimates that businesses will earn two times what they invest into ad words. However, if you aren’t experienced in pay-per-click advertising, you could see your investment going to waste. Bing Digital can help. We are experts in all aspects of PPC. From targeting the right audiences to optimising your ad content, we can give your business PPC strategy that works. Get in touch today for more information.
