Come on and enjoy reading with us. Let us go over these 4 PPC myths and help end their assumptions that cause paid search campaigns to fail miserably.
Did you know, paid search has been around for generations. Yes, a very long time. Some PPC myths have manifested themselves and have disrupted the channel. I mean, these PPC myths lead people to false assumptions that make the campaign suffer horribly. Needless to say, they have a bad rap, meaning having a bad reputation pertaining to PPCs.
PPC Myth #1: Paid Search Doesn’t Work When the Decision-Making Process Is Long and/or Emotional.
Wait, did you really think that having a paid search campaign will tip it off and make you attract customers if there’s a long shot to go in making a decision? Or if you think it might shake their emotional side? Think again.
A recent event happened to an agency, focusing on the eldercare market when they asked for help with Google ads. Their PPC didn’t make an impact and wasn’t gaining any “clickers”, so they wanted help with turning things around.
Upon undergoing inspection and some deep investigations as to why it didn’t make an impact, the results showed that the PPC wasn’t to blame and the whole entire blame was on the marketing strategy that they approached people with. I mean, how insulting it is to go up to people and tell them to fill an application for their elder relatives to admit them to the eldercare homes? What kind of a reputation would this imply? The agency practically landed its own rep to the ground with its own hands.
Take a minute to yourself and think of what I’m about to tell you. How would I be perceived if I had an ad on Google that literally says, “I want to take in your mom/dad and make them live with me and I will grant them the care they need”? I mean, wanting to put an elder in elder care is a very long process to think of, and some might not accept the idea that an out of the blue stranger suddenly barges in unannounced and tells you they want you to pay money to place your elders in their home care facilities? Your parents raised you, gave up everything for you, and you’re suddenly going to be influenced to give them up by just a simple well-designed ad? I guess not!
The agency didn’t blame their marketing strategy, but instead, blamed the PPC for their failure. A long processed decision won’t rely on a simple ad to be taken.
PPCs on the other hand have a vital and important role to play here. Instead of just shoving your eldercare home to the audience, think of a way to introduce the facility, to make them sign up for a tour at the facility, to highlight the distinctive services and features you offer, this is how you grab the attention of someone. Your ambitions might come true, and your lifelong goal will be achieved, but you just have to know how to introduce your goal first, then go into the main and detailed parts of the goal.
I mean you can’t expect to teach someone how the plane takes off and just show them a video of the plane already in the sky. You must go step by step, how to navigate the controls, the beginning speed limit that must be taken, and procedures, then comes the image of the plane flying high. You don’t simply take your plane from turning on the engine (0) to already flying in mid-air (100). This zero to one hundred real quick proverb doesn’t and never worked well for anyone.
Despite if it’s a PPC campaign or another one, the marketing strategy and initiative must be communicated properly.
PPC Myth #2: Paid Search Is Best Used Get to the Top of SERPs in the Short Term
Ever thought to yourself that PPC is the best way to land yourself on the first search page on Google? I mean, you might think that, and you might be convinced with that idea, but I hate to break it to you, it doesn’t always work. Yes, PPC can land you on the first page of Google search results, but you won’t stay there for long. People nowadays are going organic, not only with their foods but also with their searches. Getting a PPC ad on Google would guarantee you staying on the top until your SEO works its magic. Moreover, it doesn’t matter who you work with, if your marketing strategy isn’t off the top, SEO might not get you on that front page, even if you work with top-notch SEO agencies. Furthermore, the upper hand here is Google. Google? What’s Google got to do with my visibility and my first-page landing? Well, if Google decided to update their search algorithms, you’re doomed, because you could be on page one and end up on, I don’t know, Mars probably. And here’s where your efforts to remain on the first page got shoved to the ground with a split of a second.
I’m pretty sure you’ve come across this proverb “Two heads are better than one”. Well, in this case, SEO and PPC are much more efficient and powerful when used together!
Never go into business with having to choose between either one. For example, imagine you’re a newly opened business, and people don’t know of your brand. Google ads help with landing you on the first page. The shopper presses on the ad and lands on your page gets amazed by your products, later, the shopper will type in the name of your brand, displaying both the PPC and organic listing (SEO), and depending on how high you rank, you might find a lot of traffic on your brand, due to word of mouth, and might find yourself ranking 4th or 5th on the first search page of Google. In this case, you relied on PPC as a first step, but also spiced it up with SEO and there you have it, working hand in hand.
Here’s where companies know the importance that using PPC and SEO together reaps greater results, even if they want to make PPC temporary until they become known and famous, for PPC increases chances of visibility and knowledge of your brand. But, until you reach the level of Tesla, Pepsi, and Instagram, I advise you to continue using both SEO and PPC until further notice. And by further notice, I mean when you reach the kick-a$$ level of people knowing you by heart and resorting back to you when they want your product.
PPC #3: If a Campaign, Ad Group or Keyword Isn’t Converting as Well as Others, You Should Pause It
Wait what? Your campaign, ad group, or keyword isn’t converting related to others? Do you think you should pause it? Don’t be so reckless. Sure, companies aren’t a money printing press and they definitely do not have an unlimited budget for their campaigns, which is why they should prioritize the top performers.
Come now, let’s take a deeper look at how holistic your thinking should be. If you want to think holistically of your PPC program, you’ll recognize it should consist of a mix of campaigns with a variety of goals, meaning it should have several tackling goals, not just one, but several. Why is that? Well, businesses need to make the UX an enjoyable one, so leading an exciting journey for your customers, preps you for better results in the future.
Casino players will know this. They never place their bets on one single thing, because events are variable, and placing your bets on one thing, being top-performing campaigns, in this case, will come to an end, because you’d be stuck in one dimension, and in order to thrive, you must utilize your efforts in different dimensions, or else you’ll reap not only failure of the brand but also a major financial crisis. Think big, but also think smart!
PPC Myth #4: It’s Too Expensive
Ha-ha-ha! There’s no such thing as expensive. This myth is probably a made-up myth by inexperienced “PPC” managers who think they’re all in the game and are the leading all-stars in the market. I mean, they will definitely run out of budget in no time, due to spending their budget in an ineffective way and proceed with Google ads in a very reckless manner.
That’s the case of “When you hand your salary to a 12-year-old who basically lives on social media” Oops, financial devastation on unwanted and impulsivity.
When you hand your salary to a grown-up, who is smart and logical with their spending, this is where you’ll be surprised. And that’s the case when dealing with experienced PPC pros.
Imagine a company offering a service costing 10,000/month and they only pay 1,000$ on PPC/month. Dude, how weak is that? I mean giving up 10% to PPC and you expect to get great results? Bull!
Being in sync, and having the revenues aligned with the PPC spending will definitely reap greater results and will operate optimally. Needless to say, PPC spending isn’t the appropriate metric to focus on, rather, PPC ROI is.
Try it, and see how inexpensive it will look once you’re reaping and penetrating the market with a boosted rep, and then PPC spending won’t seem so expensive.
It’s Time to Let Go of These PPC Myths
It’s time to think outside the box, let go of your clinging to those myths, because they no longer exist. Time to look at your PPC with a new pair of eyes, and a new vision and perspective of PPC and how to efficiently and effectively use them.