As the popularity of Google’s flagship advertising platform is growing, wild conspiracy theories are doing the round. Some people believe that the Google is trying to push Adwords down the throat of the advertisers and for that reason they are relentlessly modifying their algo in an effort to make it impossible for traditional SEO professional to rank high in competitive keywords in its organic search result.  However, we are not going to discuss the hidden agenda of Google behind the launch of its two major algo update rather we are going to take a look at some insane myths that continue to rule the world of PPC and therefore, should be put to rest as early as possible –


This is a Short Term Solution

People tend to believe that PPC is a short term marketing strategy since it burns a considerable amount of search budget. What most search professionals believe is that PPC is ideal for the first 4 or 5 months of a search campaign till they manage to bolster the organic presence of their website. But this assumption is completely wrong. We need to understand that SEO and PPC are two different marketing concepts and therefore, you need to split the marketing money between them.

You have to be NO 1 in PPC

Not at all. Of course top spot has its advantages. By securing top rank in a PPC campaign in a keyword can help you drive good number of visitors and of course more clicks. But there is a catch to it. More clicks mean more expenses. Now, it is you who will have to figure it out whether top spot in a PPC campaign and the subsequent expenses are doing any justice to your actual revenues. 2nd or 3rd spots may not look good in paper but sometimes, they do drive only those people are actually looking for the product or service you are selling. Moreover, top rank sites in most cases get random clicks and this can bleed your marketing budget dry.

PPC is One Night Stand

Not at all. It is a fact that most marketers believe that PPC is ridiculously simple and their job ends with making an add run on this platform. But the truth is vastly different. If you are not actively analyzing data of your PPC campaign, a considerable percentage of your marketing budget will go down the drain. Don’t let that happen to your campaign. Start crunching the data and figure out those keywords which are not profitable and then tag them as negative keywords.

PPC has got Nothing to do with My Website

Nope, your site plays a very crucial role in the overall performance of the PPC campaign. On-site factors have already become a part of the Quality Rate and that means, you need to make sure that your website is not generating any error or whatsoever [like bandwidth problems etc.] So, if your website is facing these types of problem, you need to find another hosting service provider which is reliable. Maybe you should compare best web hosting plans available in the market before coming to a conclusion. Make sure that the landing page of your website is developed in line with the targeted keywords otherwise quality Score will take a plunge.

Broad Match is for The Big Guys

The biggest misconception about PPC is that broad match type is going to invite meaningless clicks and it will eventually bleed the marketing campaign dry. But this is not the truth, even far from it. No matter how experience you are, how many PPC campaigns you have managed earlier, you will never ever be able to identify those keywords that actually drive conversion unless you are using Broad Match Type. Well, it is a fact that there will be some misfire and you might have to pay for some unwanted clicks but at the same time, this will give you an idea which keywords are actually performing and then modifying your campaigns based on that knowledge.

PPC will Boost Organic Ranking

Well, sigh! Sorry to disappoint you but PPC has got nothing to do with the organic ranking. PPC and organic are totally different and therefore, you need to have separate plans for them.

Michael Evans is a passionate blogger and social media enthusiastic. You can connect with him at Google. He often contributes to 3Leaps Content Marketing Agency.

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