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Marketers have a lifetime of learning ahead of them when they first encounter Google Ads. Getting started with pay-per-click advertising isn’t that hard, but mastering it is a different story.
For many marketers, that journey becomes even more challenging because they buy into one of the many misconceptions about PPC advertising. If they understood the reality, they could get so much more from this powerful marketing channel.
It’s time to dispel some Google Ads myths.
There is seemingly no end to the falsehoods in paid advertising. Here are the common PPC myths you should know.
You may think your ads are never getting clicked, and therefore, the whole process is a colossal waste of time. You’d be wrong, as ad revenue generates billions of dollars for Google every year. The company actually publishes their financial records for the public to see!
Small businesses may feel it’s not for them. But the reality is, you can make it work even with limited funds, just as long as you understand how to get the best ROI for your budget.
Just because you’ve signed up for Google Ads doesn’t mean your website will get any special treatment in the search engine results pages, nor will it be punished if you cancel your Ads account.
Paying more for clicks is far from ideal. It’s much smarter to look for ways to reduce your cost per click (CPC), such as improving your quality score.
Sure, you might get a higher clickthrough rate (CTR) in the top spot, but that doesn’t equate to higher profits. You’ll probably sink a lot of money battling big guns to earn the number one position, which crushes your profit margins.
The threat of click fraud is real, however, Google is a sophisticated machine that is more than capable of deciphering any attempts to manipulate its system.
More keywords means more traffic, right? Possibly yes, but it also means a lot of irrelevant traffic. You should aim for quality, targeted traffic, even if means cutting some sources out.
While Google’s call-only campaigns may not need a landing page, the rest of your ads should have one. A highly-optimized landing page is a vital step in the customer journey and can help you earn a higher quality score and ad rank.
This is totally untrue. The reality is that by using the same keyword with various match types, you can increase your ad’s visibility. Just take care not to use it with the same match type in the same campaign, as duplicate keywords can have a negative impact.
This is not a get rich quick scheme. Marketers need to be patient and willing to invest time and effort in this in order to achieve their goals.
CTR is important in PPC advertising, but you don’t need huge numbers if your ads and offers are relevant and competitively-priced. If everything else is on point, you can enjoy plenty of conversions and profits without worrying about a low CTR.
You can try, but you’ll soon see that it won’t get you anywhere. Without consistent work to monitor and adjust your ads, you’ll go nowhere.
Data analysis takes time to get good at, but it doesn’t require a degree. If you know your business, and you’re prepared to invest the time, then you can get started and learn as you go.
Ideally, your web pages should be optimized for search so that you rank well organically. However, a great SEO strategy takes a long time to yield results, whereas Google Ads offers the chance of a quicker road to success. Aim for a healthy balance of both.
Automation is an option here, but giving too much control to Google Ads may not be the best use of your money. By starting out with manual bidding, you can learn more, and take control of your ads and budget.
It may bring in some irrelevant clicks, but broad match type helps you learn more about how people are searching. You can discover valuable new keywords and negative keywords from using broad match types in the early days.
Over time, as you get better at data analysis you’ll know more about your target audience and their behaviors. Try to schedule your ads with their peak times — that could be during the night, or early in the morning.
They may increase your CTR but there’s no guarantee you’ll see that become profit. Review the results of using ad extensions to determine if they are having a positive impact or not.
Being able to track ad results and key metrics is the best part about PPC advertising. It’s not as difficult as you may expect, and you’ll soon learn how to glean insights from your campaign results that help your business grow.
Of course, it could be. But if you’re serious about using PPC advertising to accomplish common business goals like building brand awareness, selling more products, and making more money, then monitoring is essential.
Without analytics-driven marketing, your campaigns will only serve to frustrate and falter. There are a lot of common misconceptions about Google Ads, but you shouldn’t be misled or deterred from the platform.
By integrating the reporting tools from PPCexpo into your marketing strategy, you can conquer the myths and make Google Ads do wonders for your business.
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