5 Myths About Pay-Per-Click Advertising

Pay-Per-Click Advertising is one of the easiest and most effective ways to boost a business’ digital marketing efforts. However, many myths and misconceptions about the practice give it a bad reputation, particularly among marketers and business owners who are unfamiliar with the process. Below are several of these myths, as well as the truths behind them.

What Is Pay-Per-Click?

Pay-per-click or PPC is a form of online marketing where advertisers pay each time someone clicks on one of their ads. It is a way for marketers to buy visits to a website, rather than trying to earn them organically. Search engine ads are one of the most common types of PPC.

No One Clicks on These Ads

This is just not true. Pay-per-click ads are as viable as they’ve ever been, and maybe even more so now that AdWords and Bing Ads have developed rules that punish low-quality marketing and fraud. Many internet users cannot distinguish between PPC ads and organic listings—that’s how important these ads are to those who perform searches.

PPC Affects a Business’ Organic Position in the Search Engines

There is no connection between organic rankings and pay-per-click ads. PPC has different benefits to a marketing plan, beyond a simple boost to a company’s search engine rankings.

Ranking High is Expensive

Again, this is untrue. While it’s possible to use larger budgets to generate data about conversions and clicks more quickly, keyword quality scores are not based on the size of a company’s advertising budget. Rather, they are determined by the ads’ relevance, the keywords used, the landing pages linked, and other factors. While there’s some bidding involved, a high-quality score is more important than a high payment when things get close.

PPC is Full of Fraudulent Clicks, Which Means Fewer Results

If a company isn’t seeing results from a PPC campaign, it’s likely because the account isn’t properly structured or the website isn’t compelling enough. Google and the other search engines do what they can to prevent fraud, but it’s up to site owners to make great offers to those who visit their pages. However, PPC is a tried and proven way to get people there.