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Common PPC Misconceptions

On a day when everyone seems to be writing about Caffeine (Google’s new search index) I thought I would bring you a few home truths about PPC.

By Bramus Of Flickr

By Bramus Of Flickr

I personally really enjoy using and testing the various different PPC platforms and as an advertising medium think it offers some great benefits. The return on investment in comparison to other advertising platforms looks favourably on PPC and its easy to use once you get the hang of it. One of the big problems (especially with newcomers) is that people fall foul to common PPC misconceptions. Today I am going to highlight some of these misconceptions.

Always Avoid The Content Network – In many respects PPC is all about testing. Testing the options available to you gives you a much bigger insight in to what works and what doesn’t. Too often people avoid using content networks because they have a misguided belief that it’s a waste of time. In fact content networks can be extremely powerful and offer higher returns on investment than traditional search ads. It is practically always on a market basis but I have found it useful in sectors such as the insulation industry. Content networks have also come on leaps and bounds in the last few years with more targeted options being made available. Give it a try and see what you find.

Number 1 position = Number 1 Results – In fact this is entirely untrue. Various research studies have shown that ads displaying in positions two to five can offer much higher conversion rates. You will pay less for these positions which makes it an interesting proposition. Test the different positions to see which achieve the best return for you.

It’s All About The Google – Google’s dominance in both search and PPC means that users are usually drawn to using their PPC system. However both Yahoo and Microsoft offer their own PPC networks and cater to different audiences. Certain types of users will chose to use Microsoft’s search engine for example. Are the people who use this, your target audience? If so, you will want to advertise on there. Other networks are usually much cheaper as you have fewer advertisers to compete against.

Click Fraud Will Bleed Me Dry – Many newcomers or people who are thinking of entering the PPC arena are put off by potential click fraud. The fact is that Google and other networks have become extremely clever at detecting these and users don’t have to pay for fraudulent clicks.

These are some of the ones I come across regularly but in fact there are many more. If you are considering doing a PPC campaign take the time to do your research first or consult PPC professionals like ourselves : )

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  • ashton walsh

    PPC Services
    1. If you see your ads are not performing well, the CTR is low and you are not getting many clicks, do not just increase the CPC (cost per click), you might end up spending a lot of money without attracting quality traffic.
    2. The quality score for Goole search is completely separate from the quality score for the search network. If your ads are doing well on Goole search page it does not mean your ads on the display network are also doing well nor can they benefit from the text ads’ good performance on Google’s search pages.
    3. Always being on the top as ranked 1-3 does not guarantee a high conversion rate. Make sure your ads rotate around the first page and even the second page. Not everyone looks at the top of the search query results page.
    4. Make sure your ads and keywords in one campaign are not competing against each other as a result of keyword duplication.