Like any other type of developed skill, pay per click marketing takes practice, experience and knowledge to become an effective advertising tool.
There are many characteristics of Adwords that can make or break campaigns. In the end, it all relates back to consumer behavior and how the Internet marketing professional captures the buyer’s attention. There are many rumors or myths floating around about pay per click internet marketing that are perceived as factual.
The most common seven myths of pay per click marketing include:
- All broad searches are bad
- All content network is bad
- Deleting will delete all history
- Pay per click is short-term
- Pay per click optimization is a one-time deal
- There is only a single search engine
- You are required to be number one
All Broad Searches are Bad
When used correctly, broad matches can be an effective advertising tool. Prior to testing or implementing broad matches, it is important to run search query reports to better understand the queries behind each click. Then use a negative match to broaden your search while remaining targeted.
All Content Network is Bad
Similarly, when used in the correct setting, content networking campaigns can be successful. Although there are horror stories about the content network, it can perform well after tested and evaluated. One effective strategy is to utilize placement targeting on Google with site exclusion.
Deleting will Delete all History
All history is maintained within Adwords. If you delete a keyword and replace it in another ad group or campaign, your Quality Score will be unchanged. Only the individual advertisement history is lost upon editing but previous performance is factored in to future ratings.
Pay per Click is Short-Term
Many believe that pay per click is short-term until organic rankings are available. Instead, pay per click should be integrated into your SEO campaign through testing and measuring individual data. If it results in a solid return on investment, move forward.
Pay per Click Optimization is a One-time Deal
Similar to SEO, optimization and performance upgrades should be constant. Your campaigns should be developed, adjusted and evolve from the original.
There is only a Single Search Engine
Many Internet Marketing professionals believe that Google is the only search engine to be successful. Although Google has the highest volume, it may not provide the best return on investment. Therefore, it is important to test Yahoo, MSN, Bing, Overture, etc.
You are Required to be Number One
Finally, there is a myth inferring that you must be number one in search rankings to be successful. This is often not the case. Your focus should be on optimizing conversions and improving the return on investment and the rest will follow.