As we discussed in our last post on the topic of pay-per-click adverstising, the Top 5 Things to Know About Paid Search, paid search or pay-per-click (PPC) advertising is a critical component of a well rounded marketing strategy. But managing PPC ads can be very difficult waters to navigate if you don’t fully understand it. There are many misconceptions that newcomers to PPC generally hold, and with good reason. In the early days of PPC, content networks were not fully developed, click fraud was a real threat, and there weren’t many options or platforms to choose from. Today search engines have very advanced software to eliminate threats, and there are many more places where you can utilize PPC ads. Search engines are the major ones, and I will address them here. However there are also PPC options on various social media platforms such as Facebook and LinkedIn. Below are some common PPC misconceptions and the truth behind them.
Avoid Content Networks
A content network is a group of websites that have agreed to display advertising on their web pages for a fee. This is usually sponsored and coordinated by the major search engines. Examples include Google AdSense, Yahoo Search Marketing (YSM) and Microsoft MSN Ad Center. Too often, people avoid using content networks because they have a misguided belief that it’s a waste of time. In fact, content networks can be extremely powerful and offer higher returns on investment than traditional search ads. Pay-per-click is about testing, and different markets require different marketing strategies. Content networks have grown and improved dramatically in the last few years with more targeted options being made available to advertisers. Give it a try and see what you find works best.
Ranking number 1 gives you the best results
In fact, this is entirely untrue. Various research studies have shown that ads displaying in positions two to five can offer much higher conversion rates. You will pay less for these positions which makes it an interesting proposition. Test the different positions to see which achieves the best return for you.
Google! Google! Google!
Google’s dominance means that users are usually drawn to using their PPC system. However both Yahoo and Microsoft offer their own PPC networks and cater to different audiences. Certain types of users will chose to use Microsoft’s search engine for example. Are the people who use this your target audience? If so, you will want to advertise on there. Other networks are usually much cheaper as you have fewer advertisers to compete against.
Click Fraud Will Waste All My Money
Many newcomers or people who are thinking of entering the PPC arena are put off by potential click fraud. The fact is that Google and other networks have become extremely clever at detecting these and users don’t have to pay for fraudulent clicks.
These are just a few of the common PPC misconceptions, there are probably many more. If you are considering doing a PPC campaign, take the time to do your research first or consult PPC professionals like ourselves
The Discovery Communications Group is an award-winning, fully-integrated marketing agency located in Salem, NH, that specializes in professional web design, search engine optimization, and social media marketing strategy. DCG also provides printing and mailing services to meet every advertising need, servicing clients throughout New Hampshire and Massachusetts.