Are Your PPC Beliefs Outdated? What to Know About PPC Today

PPC is a vital part of many digital marketing campaigns. It can help increase web traffic and target your audience, helping you boost brand awareness and establishing your brand personality. Retargeting can also help you reach out to people who had shown interest in your brand previously but have not taken action. 

With changes and innovations, though, comes a need for new PPC practices. Ensure that you’re implementing paid strategies properly and aren’t believing PPC myths—here are things you should remember.

MYTH: PPC Campaigns Should Run On Autopilot All The Time

When you put a PPC campaign on autopilot, you do not get the most value for your money. Paid ads follow the same principle as with other things: more effort means more rewards. An effective PPC campaign requires monitoring, testing, and recalibration. It is a detail-oriented process that needs PPC management experts.

MYTH: Being On Top In SERPs Means Great Conversions

Test different ad positions and types, so you know the right balance of cost versus value. If you don’t, you might spend more money to hang onto the top placement without getting too much return on ad spend. Also, a company with a larger budget might easily outbid you for the top spot. Consider your target market and decide if the top spot in ads contributes meaningfully to your goals.

For example, the first reaction to a low click-to-conversion ratio might be to let go of the top spot. However, you might find data that could show you a different story. For instance, you could have a broken link or an irrelevant landing page, preventing people from taking action.

MYTH: Use Generic Keywords, So You Have A Broad Reach

Though using various general keywords in your PPC account could work in the short term, it is not the best way to obtain qualified traffic or bring up your conversions. Adding many generic keywords could deplete your ad budgets quickly without getting the results you want. 

PPC management experts can help you figure out what phrases to use. Instead of dumping a lot of keywords, rank for the most relevant ones to your target audience. When you do, you spend smartly overall. A mix of short- and long-tailed keywords, together with geo-targeting efforts, should work better than using a long list of generic phrases.

MYTH: PPC Is A Short-Term Strategy

For some business owners, PPC is a strategy to use for limited offers or sales. It makes sense to use paid ads for these, since the more people you reach, the more units or subscriptions you could sell. However, limiting yourself to using PPC in short-term marketing efforts limits your brand. Combining PPC with organic efforts will help you get the highest ROI. What’s more, the data you get from paid search—demographic information, type of browsers, where they view content—can inform both your future SEO and PPC campaigns.


PPC advertising is an excellent way to boost brand awareness in a short amount of time. However, much of it has changed in the last few years. It’s vital to understand how PPC works in today’s digital context, so you do not waste your efforts and burn up your marketing budget.

Reach the people who matter to your brand when you team up with Discover My Business. We are a digital marketing agency in New York, helping businesses thrive through various online marketing efforts. Schedule a consultation with our PPC experts and let’s work on your business’ growth today!


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