Pay-per-Click advertising is a significant part of the marketing strategy to increase organic reach and target the audience. When an individual searches with a specific keyword, that’s when PPC tactics function well.
PPC is one of the many popular practices that is trending online. With popularity comes a lot of parts that may or may not be accurate. Without proof, you can’t fall for every tactic to make PPC work.
Also, it would be best if you stay updated with the ever-changing technology. Nobody can stick to age-old practices and expect them to work today too. With time, you evolve, and so do the techniques employed.
Here are the top five myths regarding PPC success:
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Myth 1: Increase in short-tail keywords increases organic reach
Short-tail keywords belong to a broader category used in a generalized approach to describe a product or service. They usually work for the SEO aspect of a website because they’re not specific to a particular attribute.
For people who are unsure about their search intent, these keywords help rank your website higher on the search results page. However, the generic keywords don’t always ensure an increase in organic reach.
As you all know, every keyword has a value, and the generalized ones can make a hole in your budget faster than you can count. Hence, instead of relying on a single category, it is better to mix and match. Depending upon your target audience’s relevance and search intent, you can use a mixture of both short-tail and long-tail keywords.
Myth 2: Google is the ideal search engine for running PPC campaigns
Though Google is well-known for its smart campaigns and display ads, it isn’t the only search engine available out there. Many others like Bing can also help in advertising campaigns.
Hence, keep your radar wide open and consider other search engines too. You never know what chance to find can lead to a breakthrough in your PPC campaign.
You may argue about the number of online users on Google in comparison with other search engines. Though there’s a distinct difference, altogether avoiding them isn’t the solution. There’s a sizable chunk of your target audience that can be focussed on in other search engine’s content too.
You’re bound to fail if you have the PPC campaign pitched on a single search engine and tailor-made for use on Google only. After all, with less saturation of content comes less competition. Hence, your PPC campaigns work better and result in higher returns.
Myth 3: Higher placements and ranking guarantee higher conversion rates
Higher rankings are essential. You may have heard it countless times to know how much it matters to your advertising strategy. Though position and placement are imperative, it isn’t everything.
A high ranking doesn’t always ensure clicks on your advertisement and a high click-through rate. Its scale cannot measure the high throughput action on your advertising. Being at the top puts you in a tough spot and gets you head-on with your competitors and rivals alike.
Though you’re a force to reckon with, it doesn’t mean you are convincing enough for a customer to turn into a paying client. There are different stages in a buyer’s journey wherein he/she is indecisive about the next step.
At such a point, it isn’t easy to expect that the PPC campaigns will work because they’re visible and strategically placed. Sometimes, consumers are interested in the search and want to explore rather than purchase a product/service. Hence, the search won’t translate into a transaction. Also, every search doesn’t necessarily mean that the user is interested in the offering.
Myth 4: Setting up a PPC campaign and forgetting about it helps
PPC campaigns require attention and dedication. If you aren’t committed to the campaign, it will show in the results since the conversion rate will get affected, and the generation of leads will also suffer. PPC doesn’t work when you leave it on its own. Leaving it on its own accord will result in halfway results which will, in turn, cause increased expenditure.
Everyone is aware of the age-old dictum that the more you work for it, the more it works for you. Things don’t happen automatically, and PPC results fall under that category.
The more you focus and refocus on different aspects of the campaign, the better are the results. Observation helps in tucking in the flyaway strands and making it work 100% all the time. Here is where PPC services will help you and keep your campaigns updated.
Myth 5: Higher rankings don’t require a focus on PPC
Both SEO and PPC work in tandem to guarantee the success rate of your campaign. None of them can work singly and require a combined effort to show results.
If you think that SEO has helped you reach the top of a Search Engine Results Page (SERP), you no longer have to worry about PPC. You’re mistaken. PPC is another side of the same coin.
It is necessary to focus on PPC and SEO to make it big and give your competitors the run for their money. While SEO brings into focus the ranking, PPC also sheds light on your business’s money-making aspect.
Hiring a PPC expert will make a world of difference because of the fulfillment of your business goals, and the paid advertisements will reach the right crowd at the right time. Hence, even if you rank higher, PPC is an all-time solution that requires your attention all the time.
Separating the myths from the truths isn’t a challenge. All you need are PPC services from an expert, and they will put you and your business on the right path. After all, the experts are keen and fully aware of the market trends and advancements in technology which isn’t known to the general public.
Once you know the contributing factors for launching and maintaining a PPC campaign, you can steer clear from the myths and focus on the aspects that work. Nobody knows it all, and it is about experimentation and testing but giving it a chance requires a high level of knowledge and acceptance of various factors.
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