Any inbound marketer knows the value of SEO and organic search, but fewer people understand the value of paid search. Paid search can be a considerable asset to your marketing strategy. Particularly useful when used in combination with SEO, paid search can increase the quality web traffic to your site and improve your click through rates. Still have concerns? Here are some of the most common myths about paid search that deter people from taking advantage of it.
No One Clicks on PPC Ads
This one is simply not true! Google continues to report a consistent increase in revenue generated by PPC Ads. The fact that these ads are generating so much revenue clearly indicates that they are being clicked on. In more generalized searches, people are unlikely to click on a PPC ad. However, when searching for a specific product or service, PPC ads have very high click through rates.
You Don’t Need PPC If You’re Doing SEO
SEO is a very important strategy in marketing your business. However, PPC and SEO can compliment each other very well to better your marketing strategy. A combination of the two is better than choosing one or the other. Additionally, results have shown that searchers are more likely to click on your organic search results and trust your brand if your site comes up organically and in a PPC ad simultaneously.
The Higher You Bid, the Better You’ll Rank
PPC ads aren’t all about bidding. In order to rank the highest in your PPC ad, you need to have quality content. Google ranks the various PPC ads based on a quality score, meaning they won’t let bad businesses or businesses with low quality sites appear at the top of their rankings. Therefore, no matter how much you bid, you won’t appear at the top of the rankings with a low quality site.
Paid Search is Expensive
If your campaign isn’t well managed and isn’t targeted, it can be very expensive because you’ll continuously pour money into something that isn’t yielding results. However, a well-managed campaign with specific targets will make money for you with high click through rates. Because Google ranks the sites based on quality, if you’re worried about your ranking, you can always improve the quality of your site rather than pour more money into PPC. Improving the quality of your site often has little to no cost and will help yield more results from your PPC ads.
My Ad Needs Top Placement to be Successful
In organic search, it makes sense to vie for the top spot. However, often times you’ll find that the first ad in a PPC list doesn’t get the most conversions. In some cases, searchers may skip over the first ad completely and look at the second. When running a PPC campaign, it’s important to look into the analytics and see which spot is converting best. If the second spot is converting at much better rates than the first, there’s no point in vying for the top spot.
The More Keywords in Your PPC Campaign, the More Traffic You’ll Get
Choosing a bunch of different keywords might seem like a good idea because you’ll be more likely to pop up in more searches. However, simply showing up in someone’s search doesn’t guarantee clicks. It’s more important to be targeted when running a PPC campaign. Choosing the right keywords for better click through and conversion rates is much more important than choosing the most keywords. Targeting your keywords will cost less money and yield you better results.
Imageworks, LLC | CT PPC Marketing
Interested in paid search but not sure how to manage it? Call the experts! At ImageWorks, we provide effective PPC Management of Google AdWords and Bing Ads. Both AdWords and Bing certified we have a proven track record of working on enterprise level paid search programs, irrelevant of budget constraints. Our programs all include the ability to track performance for ad copy, keywords, negative keywords and measure ROI.
