Pay Per Click Myths PPC Services Wish You’d Leave Behind

Paid search ads have established themselves as powerful marketing tools. Companies rely on PPC services in Denver CO to increase web traffic, reach potential clients, improve conversion rates, etc. But like other digital marketing strategies, PPC has changed a lot. It's why there are many misconceptions about what it is and how it works. It's important to get rid of the myths so that you can build an effective campaign. 

PPC Myths & Facts

I Must Have The Number One Keyword

While having the top keyword guarantees visibility, it doesn’t guarantee high web traffic because a good portion of people using those terms may be searching for something else related to the term. Moreover, there is a high competition for top keyphrases which could make bidding for them very costly. It’s safer to use keywords with high search volume and low competition.

PPC Affects SERP Rankings

Paid search ads don’t impact your SERP rankings directly because search engines use different algorithms for them. And Google does not favor websites that avail of their paid search services when ranking sites. However, you can boost your SEO campaign by integrating it with your PPC campaign. It’s what many PPC services in Denver CO do to give their clients the best results. 

PPC Campaigns Don’t Need Supervision

Many advertisers make the mistake of setting the campaign and waiting until the end to see the results. A pay per click campaign is not a set and forget it campaign. You need to keep track of the campaign periodically as you run it to see whether you are achieving your targets or not.

More Keywords Gives Better Results

Cramming as many keywords into your PPC campaign may make sense on the surface level but may not give you the results you desire. You might end up adding many keyphrases that bring irrelevant traffic to your website and reduce your conversion rate. You need to focus on search terms that your target audience may use, e.g. if you’re a Denver-based website developer, then you can add ‘web development Denver’ to your campaign.

Negative Keyphrases Don’t Matter

Negative keyphrases do matter, they tell search engines which search terms you don’t want your ads displayed on. It will help you prevent unqualified leads to your website. It also prevents your ads from showing for negative words like ‘bad’, ‘worst’, ‘costly’, etc.

No One Clicks On Paid Ads

If that was the case, then search engines would have done away with paid searches a long time ago. But they work and search engines get a huge portion of their revenue from them. People who are searching for your products and services will click on your ads to avail of them.

Google Is All The Matters

Google is the leading search engine, but you should also consider advertising on other leading search engines like Bing and Yahoo. Many advertisers see better ROI on these engines and Bing usually has a lower Cost Per Click.

If It Works On Google, It’ll Work On Others

Just because your PPC strategy works on Google, doesn’t mean that it’ll work on Bing, Yahoo or other engines. Different engines use different algorithms to match ads with keyphrases. It’s better to set your campaigns for different engines than to import Google structure to other accounts.

Google’s Keyword Planner Is Enough

While Keyword Planner is efficient for researching relevant keyphrases for your AdWords campaign, you should refer to other keyword planners like from Moz and SEMrush to find good search terms.

I Should Only Bid On Long-tail Keywords

Long-tail keywords are popular because they hit close to user intent and lead to conversion more often. But they tend to have low search volume, which deprives you of the chance to increase your brand visibility. The best strategy is to use a mix of long-tail keywords (e.g. affordable web development Denver) for better conversion and generic ones (e.g web developers) for promotion.