Four pay-per-click myths that need to be dispelled in 2021
Dispelling four pay-per-click myths and debunking their core assumptions, saying that they cause paid search campaigns to fail and generally give the channel a bad reputation.
That as long as paid search exists, it has been plagued by some stubborn PPC myths, and they are leading marketers to approach PPC with incorrect assumptions. This causes their campaigns to suffer or even to fail entirely—plus; They give PPC unfairly bad rap.
Myth #1 : Paid search doesn't work when the decision-making process is long and/or emotional
Would you be convinced and suddenly turned away from the ad “Come let your mother live with us…”? Instead of realizing that their strategy had stalled, they blamed PPC. Deciding on a nursing home for a single parent is a long and emotional process. You wouldn't make that decision based on an ad, no matter how well it was created. But this does not mean that PPC does not have an important role to play here. You can use a PPC to present a nursing home to caregivers while considering their options.
You can't expect to go from zero to a hundred with a single PPC ad , which is why PPC should be part of a larger marketing strategy . No poorly executed marketing initiative, be it a PPC or any other type of campaign, will succeed .
Second myth:
Many startups plan to use PPC to get to the top of their SERPs until " SEO starts ". Companies launching new products often have the same idea. And yes, you can often use a PPC to get you that first page of Google search results . But again, this is wrong thinking.
First, there is no guarantee that SEO will eventually get you to the top of the SERPs, no matter how great your strategy is. Many of our customers are not up to the first page never, as they work with some of the best agencies search engine optimization ( SEO )! Second, even if your SEO gets you to the first page, there's no guarantee that you'll stay there. If Google had to do is fine-tune their search algorithm , you might find yourself buried overnight. Third, and most importantly, SEO and PPC work best when used together.
PPC #3: If a campaign, ad group, or keyword like others won't convert, you should pause it.
On the surface, this myth makes sense. No one has an unlimited budget, so prioritizing and selecting the best performing employees seems to make sense. However, if you think holistically about your PPC, you will realize that it should consist of a mix of campaign types with a variety of goals. You want to fulfill all parts of the customer journey and prepare yourself for better results in the future.
To place all your bets on your top performing campaigns, ad groups and keywords are like investing all your money in the top performing stocks of the day. Sure, you might do a great job in the short term. But when things change (and they always change), you may find yourself in a financial bind with no way to get rid of yourself.
Myth 4: The cost is too high, I believe this myth comes from payment service managers
Inexperienced PPC who jump into Google ads with both feet without knowing what they are doing and are surprised when they consume their budget very quickly. When your account is managed by an experienced PPC professional, your spending shouldn't surprise you. However, I will admit that sometimes you have to be willing to allocate a reasonable percentage of your marketing budget to PPC to get a good return.
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