Nine Lies PPC Managers Tell Themselves (And How to Avoid Them)


When it comes to online advertising, creating a PPC campaign is often one of the biggest initial investments.  Business owners will often see their budget pushed to the limit and may be unsure if they are getting results.

While a PPC manager is often one of the best options to make these operations run smoothly and efficiently, it is important for everyone take to a look at some of the most common lies that these specialists are telling themselves.

1. Broad Matches Are Fine for Most Campaigns
Creating a campaign in which bids are placed on broad terms may seem like it will cast the biggest net, but the return on investment is generally going to be low.  This is especially devastating in those first few weeks and months or with smaller companies that are on a razor thin budget and would prefer to spend a bit more time than money.

2. Targeting ‘All Devices’ Is Effective
Much like targeting broad matches will lead to a campaign burning through funds, so will targeting all devices at the start.  Unless the business owner has landing pages, mobile apps, or an entire website that was optimized for mobile use, it is ideal to avoid this option until later on down the road.

3. Geo-Targeting is Only for Brick-and-Mortar Businesses
Geo-targeting is a great way to stretch a budget, even if a business is located exclusively online.  While it may take some ingenuity and imagination in order to continue nailing down the right demographics, geo-targeting is going to mean lower bids in almost every situation.

4. Traffic is Synonymous with Conversions
The number one piece of information that a PPC manager should be focusing on is conversions.  The amount of traffic being driven into a website means absolutely nothing if the majority of the traffic is bouncebacks or parties that are simply uninterested in the products or services.

5. Targeting Branded Words is Unnecessary
Branded keywords should be bid on for two reasons.  The first reason is that they are extremely cheap and will often have the best return on investment.  Secondly, if the competition begins bidding on branded names, it can become quite a mess and even lead to a legal situation if the problem escalates.

6. A Thorough Campaign Only Needs Occasional Tweaking
A PPC manager should be checking how the campaign is doing as often as possible and updating the business owner or advertising department whenever they like.  As a general rule, the more that is invested into these campaigns, the more oversight and tweaking they will need.

7. Site Exclusion Loses Traffic
Site exclusion will often become one of the most important reasons for constant oversight and tweaking.  No matter what search engine the PPC campaign is being carried out through, there are a variety of tools to block illegitimate sights with a bounceback rate of over 90 percent that are not producing conversions.

8. The Number One Spot is Always the Best
The number one spot for a bid may be ideal, but it is also the most expensive.  For most businesses, targeting ideal keywords and getting the second or third spot can be just as effective when it comes to the ROI.

9. A Landing Page Can Be Any Page
Every single click that is paid for should be leading to a pertinent and updated website.  This is especially important for sales or time sensitive material that is actual drawing in interested parties with a high likelihood of conversion.

A PPC campaign is a great addition to the long-term process of organic SEO marketing.  These campaigns can also become a major investment, however, and this is why a manager should never take their work for granted or rest on their laurels when it comes to efficiency.


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