The Four Most Popular Myths About Paid Advertising

Is having to pay for AdWords worthwhile? Well, it depends.

To a person not really acquainted with Pay-Per-Click (PPC), opening google's AdWords dashboard might seem like a seven-headed monster that no entrepreneur can slay. I saw this again and again within my time at Google. It’s a large reason my co-founder and that i made the decision to begin with.

AdWords is complicated and could be overwhelming, meaning there's lots of misinformation floating available and lots of myths that decision for many debunking.

We've had a large number of conversations with clients and prospects about these myths, so I will put the most typical ones to relax today.

Myth No. 1: The top ad position is always the best.

It’s instantly assumed the first results are likely to provide you with the most return for the money, but it is not always true.

Research by Hallam Digital discovered that as the top position drove probably the most clicks, the 2nd and third positions drove 3 to 4 occasions more conversions, correspondingly. They conclude that supplying helpful information, optimizing your website landing page, adding extensions, using relevant copy and enhancing your overall quality score ought to always be a greater priority than other things.

They further claim that the 2nd and third results receive more high-quality clicks since the first position allures full of audience, a lot of whom aren't capable of drive that coveted conversion.

In case your ad is away from the first position and you’re still driving conversions, budgeting properly and turning an income, then so whether it is. This brings me to another myth.

Myth No. 2: Every business needs to double down on PPC advertising.

PPC works better for many companies greater than others, but exactly what it boils lower to is budgeting. Brett Farmiloe breaks it lower in to these three easy formulas:

• (Revenue / Sales Period) / Average Sale = Number of Customers
• Number of Customers / Conversion Rate = Number of Leads
• Number of Leads / Conversion Rate on Traffic = Amount of Traffic

This means when the cost to get a customer is more than the customer’s lifetime value, PPC isn't worthwhile for you personally.

This can be the situation for low-traffic and-competition industries, where PPC advertising may cut margins and never scale.

Myth No. 3: You don’t need PPC if you have high-ranking organic content.

Organic strategies like Search engine optimization, social and email go hands in hands with PPC strategies. If you possess the bandwidth and sources to complete, do these.

Building organic traffic is a superb strategy which will repay over time. That being stated, managing and updating your Search engine optimization efforts after every Google formula update can begin to seem like a never-ending bet on whack-a-mole. The benefit of PPC advertising is when rapidly it may be spun as much as scale your company, and also the relative stability it has.

The figures speak on their own. Compensated search engine results drive 1.5 occasions more clicks than organic traffic, mainly because compensated spots drive traffic towards customized squeeze pages. Organic submissions are a terrific way to generate a crowd, but if you prefer a foreseeable and direct approach to obtaining customers or driving conversions, PPC is what you want.

If you have high-ranking content, you are able to double-rank on the internet by creating compensated ads for the similar keywords your organic content ranks for. That’s double real estate and double the amount chances for conversions.

Forbes Agency Council is definitely an invitation-only community for executives in effective pr, media strategy, creative and advertising agencies.

Myth No. 4: Google is far superior to Bing.

For that record, no internet search engine will outperform Google soon. But Yahoo is in second place when it comes to share of the market and it is beginning to achieve significant traction.

Bing has its own shortcomings (like less-advanced ad options), however it provides options that Google doesn’t, like having the ability to share budgets of all your campaigns.

Bing’s future is entertained because greater than 50% of searches are actually carried out by mobile. With Bing powering America online, Yahoo, Amazon  and AOL, situations are searching vibrant.

What this means is Bing includes a different users list than Google, which could give a lucrative chance to achieve a brand new audience. For Internet Search Engine Watch, driving conversions on Bing demonstrated to become 63.23% less expensive than on the internet.