The 9 myths of pay per click

March 14, 2008

Being at position one is the best
This does nothing but serve your ego. Pay per click is all about conversions and ROI, and you will find that position one will only waste money rather than make it.

Using broad match keywords is bad practice
If you use broad match in Google correctly by using extensive negative keywords, then you can find them to be very effective at driving quality traffic to your site. The search query reports within Google adwords will help in identifying negatives.

Google is the only search engine
This could not be further from the truth. Google has the highest search volume, but it is not guaranteed to give you the best ROI. Yahoo and MSN are other options as well as the smaller tier two search engines.

Pay per click can affect the natural rankings
This is a complete lie. The ad text displayed does not act as anchor text.

Only large spenders benefit from the quality score.
This is false, small advertisers can have brilliant quality scores too. Its all about campaign setup and landing page design.

Pay per click is only for the short term.
Pay per click can integrate seamlessly with an SEO campaign. If a PPC campaign is working and giving the best ROI then why would you consider stopping.

Pay per click optimization is needs to be done once.
Account optimization and management is a continuous lifecycle process. Like all businesses, pay per click campaigns can develop, change and evolve.

It?s all about the campaign setup only
This is not true. You cannot expect a well executed campaign to deliver optimal ROI if you have not even considered landing page strategies.

Deleting keywords will delete history
Account history is always kept at account level in Google Adwords. If you were to delete a keyword and replace it in another ad group, the quality score will remain the same. Only ad text history is lost on deletion.

Adam
PPC Consultant

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1 Comment

  1. Pay per click and natural rankings are not wholly separate entities. Sure, PPC will not shoot you up the organic rankings but it sure comes in handy when you have been penalized by Google. Look at the examples, BMW for instance, and there are others which are probably a bit too contentious to mention. Money talks in this industry as it does in any other.

    Comment by sjsr1979 March 14, 2008 @ 4:26 pm

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