7 Misconceptions About PPC Advertising

Pay per click internet advertising model

Pay Per Click Advertising Myths Debunked

Anybody with a website wants to start generating traffic right away, and PPC advertising is a popular form of marketing and you can enjoy instant results. If you are selling products or services, you have to have your website promoted properly and Pay per click advertising campaigns can certainly help your website get found by consumers who are looking for your products or services.

The beauty about PPC advertising is that you only pay when someone clicks on your ad and redirects to your website. This is an advantage because you are only paying for customers who are actually interested in your product and services.

There is no doubt that PPC is a great marketing tool, even though there are are number of misconceptions surrounding it. There are always plenty of opinions bouncing around that are perceived as fact and have become commonly held misconceptions. These actually cause a host of problems for professional PPC managers.

Seven misconceptions about PPC Advertising include…

1. People mistakenly believe that the more you spend, the better you rank. It is true that a bigger budget will mean a PPC manager will enjoy a greater reach and the chance to hone the campaign faster and generate leads more quickly. In some senses a big budget has advantages but it certainly won’t guarantee a better ranking. A well organized campaign on a small budget can also equate to the ‘winner takes it all’.

2. There is the mistaken misconception that nobody actually clicks on PPC ads and of course this notion is completely false. If you go by Wordstream’s analysis of commercial intent keyword searches, you’ll discover that 64.6% of clicks were on PPC ads.

3. Some marketers mistakenly believe that keywords aren’t important, and this is completely wrong. Correct keyword optimization cannot be overlooked. Choosing the right keywords can be made simpler with a keyword research tool because it generates lists of keywords that are in demand. This tool is also updated continuously and this is an important aspect when you consider how many times the search engines change things.

4. You don’t have to deal exclusively with Google – Google is certainly the market leader with PPC advertising but there are other search systems that also offer PPC services. If you don’t like Google’s pricing and policies, you can be sure your target audience are using other search services so you don’t have to rely entirely on them.

5. There is a lot of misconception surrounding the absolute need to aim for top spot in search listings. The reality is that being number 1 isn’t essentially necessary for the simple fact that PPC doesn’t work the same way as organic search. Some of the best click through rate (CTR) comes from adverts which are positioned in slightly lower spots on the ad listings.

6. If your business has absolutely no idea how to go about using PPC ads, there is the misconception that this fact puts an end to a PPC campaign. There are outside agencies who will implement and manage a PPC strategy for you. Like us!

7. You don’t need to aim for High Click Through Rates – your objective is high conversion. You want the people who land on your website to actually make use of your services or buy your products. Even a low click through rate can bring the results you want if your conversion is above average. A well crafted CTR is important.


Ed Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.

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