Common Misconceptions about Pay Per Click (PPC) Advertising
There are many businesses that use pay per click (PPC) advertising as a way to draw attention to their business online. It shouldn’t be surprising that with so many companies using the tactic in different ways, there are a number of myths and misconceptions about it that have become quite prevalent.
Here are a few of those most common misconceptions about Pay Per Click:
Long Tail Keywords: From what to why – Long tail keywords and long tail key phrases are those keywords that are more specific, less common, draw less traffic and are potentially harder to refine than head keywords. If that is the case, why are they so valuable? Why should a web site owner optimize for long tail keywords? What is the definition of long tail keywords?
- You’re guaranteed instant results: Many marketers flock to PPC because they are convinced it will provide them with instant results. While you may see a quick boost in the amount of traffic coming to your website, the fact is that there are never any guarantees in PPC or any kind of marketing. It may take some time for you to figure out exactly what will and will not work, meaning you’ll have to test different keywords and strategies.
- Being ranked first is what’s most important: While you definitely want to try to get ranked first in organic search results, this isn’t necessarily the case in PPC. Remember: you’re paying for clicks, not conversions. If a person clicks on your site but isn’t ready to make a purchase, then that’s a little bit of money you’ve lost. People who click on links a little farther down on the first page are more likely to convert than those who click the top link.
- You need to have as many keywords as possible: It’s easy to fall into this trap. While having keywords might get you more impressions, it definitely does not mean you will get more conversions. Having a few strong, focused keywords that have proven to perform well is the best strategy for getting more conversions.
- PPC is the only strategy that can help new companies succeed: While PPC can give new businesses a little bit of a jumpstart with their digital marketing, it certainly is not the only option available to them. Paid advertising gets expensive over the course of time, so solely relying on PPC could actually end up hurting your business in the long run. It should be used as a supplement to your overall digital marketing plan, rather than the crux of it.
Our team at Viral Solutions can help you develop a stronger PPC campaign and figure out how it will fit into your overall digital marketing strategy. Contact us for more information or to set up a strategic planning session.
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