{"id":4920,"date":"2017-05-31T23:10:26","date_gmt":"2017-05-31T17:40:26","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=4920"},"modified":"2023-06-20T16:00:35","modified_gmt":"2023-06-20T10:30:35","slug":"quit-believing-these-10-myths-about-ppc","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/quit-believing-these-10-myths-about-ppc\/","title":{"rendered":"Quit Believing These 10 Myths About PPC"},"content":{"rendered":"<p><a href=\"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2017\/06\/Quit-Believing-These-10-Myths-About-PPC.png?ssl=1\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-large wp-image-4922\" src=\"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2017\/06\/Quit-Believing-These-10-Myths-About-PPC.png?resize=640%2C320&#038;ssl=1\" alt=\"Quit-Believing-These-10-Myths-About-PPC.\" width=\"640\" height=\"320\" 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false;hyphenation-remain-char-count: 2;hyphenation-push-char-count: 2;}\n div#h5p_6a23406a0f144 table {border-collapse: collapse;font-size: 11pt;}\n div#h5p_6a23406a0f144 table tr {keep-together: auto;font-size: 11pt;}\n\n<\/style>\n<div id=\"h5p_6a23406a0f144\"><section id=\"section_0\" class=\"h5p_layout h5p_page h5p_page_Mpm1\"><div class=\"Mpm1\"><p class=\"P5\"><span class=\"T1\">There are a lot PPC advertising myths that get significant air time. Some of those myths are even promoted by PPC agencies.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">They should know better. Sadly, though, they lead their clients to believe outright falsehoods regarding PPC.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Here are 10 PPC myths you should stop believing right now.<\/span><\/p><p class=\"P7\"><span id=\"_v8844qo8rg9\"\/><span class=\"T4\">1. You\u2019re Guaranteed a Positive ROI<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cYou want a <\/span><a href=\"http:\/\/www.investopedia.com\/terms\/r\/returnoninvestment.asp\" target=\"\" title=\"\"><span class=\"T2\">positive return<\/span><\/a><span class=\"T1\"> on investment! Run more ads!\u201d<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">That\u2019s what they\u2019ll tell you. Unfortunately, they\u2019re wrong.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Not every <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Advertising_campaign\" target=\"\" title=\"\"><span class=\"T2\">ad campaign<\/span><\/a><span class=\"T1\"> is a winner. If that were the case, then hardly any business would go bankrupt.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Some ad campaigns fail. That\u2019s the nature of the business. <\/span><\/p><p class=\"P1\"><span class=\"T1\"><br\/>Don\u2019t think that just because you\u2019re running ads, you\u2019re guaranteed to give your bottom line a boost. <\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">If you ads are not getting positive return overall, it is important to really dig into the account and find where the money is being lost. Many times, there will be some campaigns that are profitable and others that are not. It is just a matter of putting in the time and working with a company who understands this. <\/span><\/p><p class=\"P7\"><span id=\"_ro700xb9lmzs\"\/><span class=\"T4\">2. You Can Run a Campaign With the Click of a Button<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cYour ad can be running in minutes with just the click of a button!\u201d<\/span><\/p><p class=\"P2\"\/><p class=\"P1\"><span class=\"T1\">You can probably find verbiage similar to that on numerous ad network sites. But it\u2019s all hype.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">If you want an effective ad campaign, you\u2019re going to need to do a lot more than just click a button.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">You are going to need to <\/span><a href=\"https:\/\/support.google.com\/adwords\/answer\/1209882?hl=en\" target=\"\" title=\"\"><span class=\"T2\">select your targeting<\/span><\/a><span class=\"T1\">. This involves selecting keywords, websites, demographics, etc. You are going to need to create landing pages, funnels and calls to action. You are going to need to write copy and select images. If you really want to get the biggest return, you need to take the time to set things up properly.<\/span><\/p><p class=\"P7\"><span id=\"_c7vnfdwdi33d\"\/><span class=\"T4\">3. It Doesn\u2019t Matter Which PPC Company You Pick, They\u2019re All the Same<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cAll those PPC agencies are pretty much the same, anyway.\u201d<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">No, they aren\u2019t.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Some are better than others at managing your ad spend. Some are more suited than others to your industry. Also, some companies focus on <\/span><a href=\"http:\/\/searchengineland.com\/7-reasons-why-local-businesses-should-still-buy-ppc-ads-152363\" target=\"\" title=\"\"><span class=\"T2\">local PPC<\/span><\/a><span class=\"T1\">, others focus on national and finally there are those that focus on <\/span><a href=\"https:\/\/ignitevisibility.com\/services\/international-seo-consultant\/\" target=\"\" title=\"\"><span class=\"T2\">international<\/span><\/a><span class=\"T1\">. <\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Let\u2019s take that a step further\u2026<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Some focus on lead generation, others eCommerce, some branding and it even gets more complicated when you get down to the types of networks. There are some that only do <\/span><a href=\"https:\/\/www.facebook.com\/business\/products\/ads\" target=\"\" title=\"\"><span class=\"T2\">Facebook<\/span><\/a><span class=\"T1\">, while others that offer some or all of the following.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><ul class=\"WWNum1\" id=\"list1171195012417327641\" style=\"counter-reset: ulWWNum1_1 0;\"><li style=\"color: initial; font-family: initial;mleft: 0.5in !important;margin-right: 0in !important;margin-top: 0in !important;margin-bottom: 0in !important;text-indent: -0.25in !important;\"><p style=\"display: table-cell;margin-left:0 !important;text-indent: 0 !important;\" class=\"P6\"><span class=\"T1\">Facebook<\/span><\/p><\/li><li style=\"color: initial; font-family: initial;mleft: 0.5in !important;margin-right: 0in !important;margin-top: 0in !important;margin-bottom: 0in !important;text-indent: -0.25in !important;\"><p style=\"display: table-cell;margin-left:0 !important;text-indent: 0 !important;\" class=\"P6\"><span class=\"T1\">Remarketing <\/span><\/p><\/li><li style=\"color: initial; font-family: initial;mleft: 0.5in !important;margin-right: 0in !important;margin-top: 0in !important;margin-bottom: 0in !important;text-indent: -0.25in !important;\"><p style=\"display: table-cell;margin-left:0 !important;text-indent: 0 !important;\" class=\"P6\"><span class=\"T1\">Bing<\/span><\/p><\/li><li style=\"color: initial; font-family: initial;mleft: 0.5in !important;margin-right: 0in !important;margin-top: 0in !important;margin-bottom: 0in !important;text-indent: -0.25in !important;\"><p style=\"display: table-cell;margin-left:0 !important;text-indent: 0 !important;\" class=\"P6\"><span class=\"T1\">YouTube<\/span><\/p><\/li><li style=\"color: initial; font-family: initial;mleft: 0.5in !important;margin-right: 0in !important;margin-top: 0in !important;margin-bottom: 0in !important;text-indent: -0.25in !important;\"><p style=\"display: table-cell;margin-left:0 !important;text-indent: 0 !important;\" class=\"P6\"><span class=\"T1\">Display<\/span><\/p><\/li><li style=\"color: initial; font-family: initial;mleft: 0.5in !important;margin-right: 0in !important;margin-top: 0in !important;margin-bottom: 0in !important;text-indent: -0.25in !important;\"><p style=\"display: table-cell;margin-left:0 !important;text-indent: 0 !important;\" class=\"P6\"><span class=\"T1\">Etc. <\/span><\/p><\/li><\/ul><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">And some just don\u2019t care about what you do or how successful you are as long as they get your money. Make sure you ask questions that are specific to your pay per click marketing needs so you can select a company that can deliver. <\/span><\/p><p class=\"P7\"><span id=\"_m4yusbprkgo7\"\/><span class=\"T4\">4. You Can\u2019t Talk to Your Account Manager<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cEverything is automated. Why would you need to talk to an account manager?\u201d<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">First of all, <\/span><span class=\"T3\">everything <\/span><span class=\"T1\">isn\u2019t automated.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Second, you <\/span><span class=\"T3\">do <\/span><span class=\"T1\">need to talk to an <\/span><a href=\"https:\/\/www.indeed.com\/q-Account-Manager-l-San-Diego,-CA-jobs.html\" target=\"\" title=\"\"><span class=\"T2\">account manager<\/span><\/a><span class=\"T1\"> from time to time. That\u2019s especially true if you have questions or concerns about how your money is being spent. In fact, you don't want to just be able to speak to an account manager. You also want to be able to speak to the person actually optimizing your account. This makes all the difference, as nothing is lost in translation. <\/span><\/p><p class=\"P7\"><span id=\"_aq9g5mc1bmhz\"\/><span class=\"T4\">5. You Have to Use Google AdWords<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cGoogle AdWords is the best! Why would you want to use anything else?\u201d<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T3\">Maybe <\/span><span class=\"T1\">Google AdWords is best for your business. But maybe it isn\u2019t.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">The reality is that there other <\/span><a href=\"https:\/\/www.adpushup.com\/blog\/top-14-highest-paying-ppc-ad-networks\/\" target=\"\" title=\"\"><span class=\"T2\">other PPC ad networks<\/span><\/a><span class=\"T1\"> that you can use instead of or in addition to Google AdWords. <\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">If you\u2019re promoting something directly to consumers, you might find that Facebook advertising gives you a better bang for your buck. If you\u2019re running a B2B business, then maybe LinkedIn advertising is your ticket to success.<\/span><\/p><p class=\"P2\"\/><p class=\"P1\"><span class=\"T1\">Just don\u2019t fall for the myth that you <\/span><span class=\"T3\">must <\/span><span class=\"T1\">use AdWords.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">It is really important you evaluate all the ad network options out there. Some will be much more profitable for you than others. The issue is, many companies only specialize in one network, so they often push you into the one they are most familiar with. Make sure you review all the options and speak with a variety of different companies.<\/span><\/p><p class=\"P7\"><span id=\"_lib6mupzvrk6\"\/><span class=\"T4\">6. PPC Companies Care About the Success of Your Business<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cWe succeed if you succeed!\u201d<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">That sounds catchy, but it\u2019s really not true. If you go bankrupt, your PPC company will still probably carry on.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">That\u2019s why you shouldn\u2019t believe that any PPC company will go out of its way to ensure that you\u2019re <\/span><a href=\"https:\/\/www.merriam-webster.com\/dictionary\/profitable\" target=\"\" title=\"\"><span class=\"T2\">profitable<\/span><\/a><span class=\"T1\">. You\u2019ll have to perform your own due diligence to make sure that your advertising campaign gives you a positive return. That is why it is important to have a basic understanding of <\/span><a href=\"https:\/\/ignitevisibility.com\/how-does-ppc-work\/\" target=\"\" title=\"\"><span class=\"T2\">how pay per click works<\/span><\/a><span class=\"T1\"> before making the big hire. This could save you thousands.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">When speaking with the company, notice if they have a big focus on whether or not they can actually deliver the results you need. This is a good indicator of their values. <\/span><\/p><p class=\"P7\"><span id=\"_g572umcyuz3h\"\/><span class=\"T4\">7. PPC Is the Solution You\u2019re Looking For<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cYour sales are down? Why not run more ads!\u201d<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">If only it was the simple.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">No, you can\u2019t necessarily rescue your failing business just by running more ads. In fact, you might just drain the remaining working capital that you have. Sometimes sure you can do this, but not all the time. <\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Consider all possibilities about why your sales are down before reaching the conclusion that advertising will save you. You can usually find almost all of these answers in <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=-Sw6cHgvOkA\" target=\"\" title=\"\"><span class=\"T2\">Google Analytics<\/span><\/a><span class=\"T1\">, if you know how to use the software. <\/span><\/p><p class=\"P7\"><span id=\"_sn1yojvxfrt2\"\/><span class=\"T4\">8. The Conversion Rate Is All That Matters<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cIf you have a high conversion rate, your sales will go through the roof!\u201d<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">That isn\u2019t necessarily the case.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Why? Because your <\/span><a href=\"https:\/\/ignitevisibility.com\/conversion-rate-optimization\/\" target=\"\" title=\"\"><span class=\"T2\">conversion rate<\/span><\/a><span class=\"T1\"> will change based on how much you spend, your targeting and your <\/span><a href=\"https:\/\/unbounce.com\/landing-page-articles\/what-is-a-landing-page\/\" target=\"\" title=\"\"><span class=\"T2\">landing page<\/span><\/a><span class=\"T1\">. It also depends on how much your price your product and other things of that nature. <\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Absolutely, a good conversion rate is desirable. But you need to understand why. For example, you may be offering your product at a very large discount, killing your margins, which results in you doing all this work for nothing. <\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">When you have a good conversion rate there is always a reason why. On the other hand, if you don\u2019t, there is also a reason. It is important that you and your PPC manager understand the subtle aspects of the business in this area. <\/span><\/p><p class=\"P7\"><span id=\"_jyn5uyvx893\"\/><span class=\"T4\">9. The Top Position Means the Best Return<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cWith PPC advertising, you can land at the <\/span><a href=\"https:\/\/support.google.com\/adwords\/answer\/1722087?hl=en\" target=\"\" title=\"\"><span class=\"T2\">#1 spot in Google<\/span><\/a><span class=\"T1\">. That will give you the best possible return!\u201d<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">No, that\u2019s not necessarily true.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Why? Because the window-shoppers often click on the #1 spot. They visit the site, forcing the business to pay for the click, but they don\u2019t become customers.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Weirdly enough, it\u2019s sometimes better to land in the #2 or #3 spot than the #1 spot.<\/span><\/p><p class=\"P2\"\/><p class=\"P1\"><span class=\"T1\">While this is generally the case, it is important to understand that if you are investing heavily in <\/span><a href=\"http:\/\/www.adhesion.co.nz\/blog\/google-remarketing-how-it-works\/\" target=\"\" title=\"\"><span class=\"T2\">remarketing<\/span><\/a><span class=\"T1\"> and potentially have a long sales cycle, you might want that #1 spot. As it will allow you to ensure you cookie the user and remarket to them through the sales cycle. <\/span><\/p><p class=\"P7\"><span id=\"_qe7lf6h845tj\"\/><span class=\"T4\">10. If You Want More Conversions, Add More Keywords<\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">\u201cIf you\u2019re not seeing the conversion rate you want, just add some more keywords!\u201d<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Unfortunately, that\u2019s false.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">If you do add more keywords, you\u2019ll probably just burn through your advertising dollars much sooner with nothing to show for it.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">You might see the number of ad impressions increase, but you probably won\u2019t see a better return on your advertising dollars. <\/span><a href=\"https:\/\/moz.com\/community\/q\/how-to-select-the-best-keywords-for-ppc-campaign\" target=\"\" title=\"\"><span class=\"T2\">Adding keywords<\/span><\/a><span class=\"T1\"> is not always the answer, instead focus on the ones driving the biggest returns and doubledown. <\/span><\/p><p class=\"P3\">&nbsp;<\/p><p class=\"P7\"><span id=\"_luukhwxrjfxi\"\/><span class=\"T4\">It's Not All Negative, Far From It!<\/span><\/p><p class=\"P4\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">Don\u2019t get the wrong impression of pay per click, it is one of the best ways to drive revenue, leads and awareness online. <\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">But, like with any industry, there are things to watch out for. Some of these companies get so large they stop caring about the client and hire unqualified staff. That is really what drives the issues.<\/span><\/p><p class=\"P2\">&nbsp;<\/p><p class=\"P1\"><span class=\"T1\">That being said, I believe when done right pay per click is one of the best ways to drive business online. Some of our clients make tens of millions of dollars a year through this form of advertising. You absolutely must test it for your business. Just ensure you get with the <\/span><a href=\"https:\/\/www.inc.com\/john-lincoln\/evaluating-your-first-digital-marketing-agency-here-is-what-to-look-for.html\" target=\"\" title=\"\"><span class=\"T2\">right partner<\/span><\/a><span class=\"T1\"> for your business.<\/span><\/p><\/div><\/section><script>(function( $ ) {\n    \/\/footnotes\n    $('.defaultNote').children(\":first\").css('cursor', 'pointer');\n    $('.defaultNote').children(\":first\").click(function(){\n        var gotoID = '#' + $(this).parent().attr('id');\n        $('html, body').animate(\n            {\n              scrollTop: $('a[href=\"' + gotoID + '\"]').offset().top - 60,\n            },\n            250,\n            'linear'\n          )\n    });\n}(jQuery));\n\n\n<\/script><script>\nvar numFormat = \",.\";\n(function( $ ) {\n    \"use strict\";\n    \/\/do some cleaning on load\n    var sortCells = $('td[data-sorting], th[data-sorting]');\n    sortCells.each(function(){\n        var first = $(this).text().trim().charAt(0);\n        if (first == '@'){\n            var oldHTML = $(this).html();\n            var newHTML = oldHTML.replace('@', '');\n            $(this).html(newHTML);\n        } \n    });\n    function sortingTable(node, pos, ordBy){\n        var rows = node.children('tbody').children('tr').get();\n\n        rows.sort(function(a, b) {\n\n        var X = $(a).children('td').eq(pos).text().toUpperCase();\n        var Y = $(b).children('td').eq(pos).text().toUpperCase();\n        \n        if (numFormat != '.,'){\n            \/\/we are dealing with a different locale and we need to do some \n            \/\/transformation in numbers\n            X = convert2number(X);\n            Y = convert2number(Y);\n        } else {\n            X = X.replace(\/,\/g, '').replace(\/ \/g, '');\n            Y = Y.replace(\/,\/g, '').replace(\/ \/g, '');\n        }\n        var currencies = ['$', '\u00a5', '\u00a3', '\u20ac'];\n        var arrayLength = currencies.length;\n        var XX = X;\n        var YY = Y;\n        for (var i = 0; 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Some of those myths are even promoted by PPC agencies. Quit believing these 10 myths about PPC right now.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rankwatch.com\/blog\/quit-believing-these-10-myths-about-ppc\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Don&#039;t Be Fooled: Exposing 10 PPC Myths for Your Success\" \/>\n<meta property=\"og:description\" content=\"Many PPC advertising myths get significant air time. Some of those myths are even promoted by PPC agencies. 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