8 PPC myths to let go in 2021
The world of digital marketing comes with its own set of highs and lows. One of the most cumbersome issues to deal with is the many rumours about the PPC (pay-per-click) form of campaigns. No wonder, PPC is an integral component of several digital marketing initiatives, but also one of the most talked about. With the treasure trove of information surrounding us on PPC trends and practices, it is easy to fall for myths and fads.
Worry not. We are here to debunk the most common and apprehensive of such fads for you. Let us take a look at 7 PPC myths you should certainly let go of in 2021.
PPC does not work when users have to take long, emotional decisions
Businesses tend to ignore the significance of a PPC campaign when customers take a long time choosing. This holds especially ones where the latter need to take emotional decisions. Businesses only focus on comparing the direct sale component of their campaign without realizing that it might be contributing indirectly toward establishing an opinion in the mind of the customer, boosting sales at a later stage when customers take a decision.
To get an idea of the volume of potential leads your campaigns are managing to create, you can use surveys and application forms from time to time. You might be surprised to note that your campaign induces the likelihood in customer’s minds to select your brand over others in the long run.
Running a PPC campaign on autopilot saves you a lot of time
More and more brands are resorting to automated marketing campaigns, including PPC. It is certainly most convenient to spend time once a while to see all activities unfold as per schedule, without having to invest time often. However, this process is not only going to cost you extra but also take away qualified leads that could have come your way.
An effective PPC campaign also puts in the same amount of effort, time and planning as do other components of successfully building a brand identity. Therefore, while setting and forgetting using automated mechanisms might seem like the shortcut to go for, you do not want to let it cut short your targets due to inadequate customization, timely updates, new elements and consistent testing.
PPC is not for the long-term
Another myth that is quite common among businesses is that a PPC campaign is limited to short-term, targeted sales. However, this is not true. Running just a single PPC campaign out of multiple possible ones, that too for a limited duration can turn out to be counter-productive.
PPC contributes to traffic generation quickly and reliably. Therefore, continuing PPC campaigns for the longer term can help you gain better returns on investment due to more time value. Not just this, over time the PPC campaign can help you optimize ads and retargeting campaigns for the future.
PPC Campaigns are too expensive
Any experienced digital marketing manager, like PPC Agency in London, can tell you that PPC campaigns are not too expensive and be handled well by strategizing your budget effectively. Similarly, Google Ads are not the only cost-effective way to leverage online audience activities.
Instead, good ground research, smart divisions and continuous tracking can help you understand that a PPC campaign can also lend an impressive investment to profit margin for you in both the short- and the long-term.
High organic rankings mean you don’t need PPC campaigns at all
Most players who see quantifiable results through SEO campaigns feel like they do not PPC at all. While SEO is an equally reliable cornerstone for digital marketing and for staying at the top of the game, using paid ads can boost your online game to an altogether new level when used in conjunction with organic SEO performance.
Top placement directly translates to higher conversions and vice versa
It seems quite logical that the top performers must be prioritized when investing in PPC campaigns, leaving out those that are not performing up to that level. However, over time what becomes clear is that a successful PPC campaign is one that blends multiple goals and campaign types. Only an experienced player in this field would know of this anomaly, however, such as a PPC Agency in London.
At the same time, some placements may be performing not as expected because of underlying market situations that are likely to change over time. A particular segment might still be growing, another might be in the research stage of the buying process while yet another might be temporarily underperforming due to come-and-go imbalances. Patience, strategic management and risk games are some tools to always have in your pocket for digital campaigns.
Generic keywords help gain a wider reach
To some people, general industry keywords seem to hold more value than specific ones, because of the size of the audience pool it could cater to. However, what they are failing to notice that this would also mean losing out on qualified leads which specifically targeted campaigns can bring in.
The idea we are trying to convey is that numbers are not the only important factor when it comes to digital success. It is also the quality of the leads that define the level of engagement and hence returns for a brand. Therefore, it is best to rank for the most relevant and specific keywords which your target audience might use to achieve better ROIs for PPC campaigns.
The more money you pour, the quicker results you get
Undoubtedly, an ideal PPC campaign needs to have a quantifiable budget and might even need more investment at later stages for better outcomes. But that does not mean that money is the only deciding factor. Many other parameters contribute towards a campaign’s relevance and performance throughout running a campaign, such as – the quality of the campaign, duration of the campaign, the targeting mechanisms and audience as well as the copy’s relevance and value.
Therefore, instead of only relying on the power of money, believing that it can single-handedly improve your PPC ROI, it is wiser to invest time, energy and effort towards working on the other parameters. A good PPC campaign strikes a balance between these multiple requirements without prioritizing only one and ignoring the rest.
The Takeaway
Digital marketing has taken over the world of online businesses by storm and is here to stay. Only the right facts can help you stay on top of the game. Therefore, before believing all the myths and fads that surround digital marketing campaigns like PPC, one should invest some time in getting to their roots and finding answers to questions themselves. With 79% marketers believing that PPC has directly contributed to their brand’s online success, it is all set to remain one of the most popular digital marketing tools.
