I recently read a post on PPC Hero on guess what? Pay-Per Click (PPC). The post was from 2010, however the information is still relevant and the mistakes are ones that many online marketers still make. The post was entitled “36 Myths of PPC” by Jessica Niver. PPC has been the heart of many a companies online activity over the years. That being said, it seems that PPC is still a mystery to many and with 36 myths from just this one post it would seem there is plenty of opportunity for improvement in the area still.
The first myth that caught my eye was “Turn off your account at night, no one is searching or buying then.” I found this more funny than surprising that anyone would think that. I personally use the Internet at night and do a lot or researching of products at night and so do a lot of people I know based on how many of them hit me us via social media in the evenings. The beauty of the Internet is that it does not have a bedtime and can stay up all night and e-commerce makes it possible to shop anytime.
The next myth I found insightful was “Dump as many keywords into your PPC account as possible to get the most traffic.” In talking with website owners of late I can’t believe how many of them try to get as big a keyword list as they can. I know many experts talk about making use of the long tail, however when you are paying for it, it only makes sense to be wise with the budget and make sure the keywords you use relate to your product and are not just a list of everything one can think up. In short test words, use keywords that relate to your site and use the ones that get you the ROI (return on investment) you are looking for.
Another myth I found somewhat shocking was “With PPC you can set it and forget it”. Now I would not classify myself as a penny-pincher, however if I am going to pay for marketing I want to make sure it works. Also I know for a fact that I can’t pick the best keywords or write the perfect ad the first time out so I know I will need to test and rework any campaign until all the kinks get worked out. Never forget when the bottom line is in question. It only makes sense that if something is worth spending money to market then it is worth putting the time in to make sure it works.