PPC Requires A Big Budget And 15 Other Myths

Writing by Brick Marketing on Sunday, 30 of December , 2007 at 3:52 pm

Playing off a previous list of myths about PPC, an infamous blogger added some of his own. I like this last one that was mentioned:

(Source) 3. You can’t do well with ppc unless you spend more than $1000 per month. I see this written on many seo blogs and in forums. It isn’t true. I’ve run ppc ad campaigns that were $300 per month that produced $10,000 in monthly sales. So I know this is a myth. Don’t believe otherwise.

That’s absolutely true. You don’t need a big budget to be successful with pay per click. You need the right keywords for your PPC campaign and a well optimized landing page. You should set a budget, but you can turn a limited budget into a profitable campaign.

The rest of the myths regarding PPC include:

1. You need to be No.1 - Uh, no.
2. You will pay 1p a click if there are no other advertisers - Every pay per click company has a minimum bid for each keyword.
3. The content network is all bad - SEO Service Provider disagrees, but I tend to agree. You can expand your advertising through the content network, but SEO Service Provider does bring up a good point in mentioning that the risk of click fraud is higher.
4. Broad /Advanced match is all bad - You can use broad match effectively if you do it the right way.
5. Bidding high increases your quality score - Not necessarily.
6. There is only one search engine - Google is not God. You can actually get a higher ROI with some of the smaller PPC companies.
7. PPC has a bearing on natural rankings - There’s no evidence of this at all.
8. Advertising spend has a bearing on quality score and hence ad rank - Nope. Not true.
9. PPC is only short-term until organic rankings arrive - Actually, the most successful PPC advertisers maintain their PPC accounts and actively use them even when they achieve front page organic rankings.
10. PPC Optimisation is a one time event - Wrong. Like organic SEO, PPC optimization is ongoing and you must spend time tweaking your campaigns.
11. Optimisation is campaign only, not the site - Wrong again.
12. Deleting will delete history - Not true either. Google AdWords will keep a record of your history.
13. Adwords / Yahoo! / adCenter hates me - They probably don’t know who you are. Perhaps you just aren’t reading the guidelines.
14. Running your own PPC campaign is easy. Anyone can do it (SSP) - Yes, anyone can do it if they are willing to take the time to learn it. PPC takes time and meanwhile you are losing dollars with ineffective advertising. You might as well hire an expert.
15. Hiring a professional is too expensive (SSP) - It can be, but it doesn’t need to be. If you are quoted a price that is out of your range then go to another PPC manager. Some PPC managers will work with smaller companies.

Don’t base your attitudes about PPC on these myths. Get a real view of PPC and talk to someone who knows what they’re doing.

Category: Google Adwords, Microsoft Ad Center, PPC Management, Search Marketing, Yahoo! Search Marketing

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