Don’t Let These PPC Misconceptions Hold You Back

If you have tried PPC with no results it is not time to throw in the towel just yet. As with any venture, it takes time to see if it will pay off in the end. This process may take a while, so don’t give up in frustration. There reasons why it may not be performing to your expectations. Here are a few misconceptions about PPC that often lead people to end their relationship with paid search results.

Paid Search is Too Expensive
Considering the cost per click, many people incorrectly assume that it will cost them too much to keep using. They’re not taking into account the fact that if a visitor finds them through paid ads, makes a purchase or doesn’t, the relationship doesn’t necessarily end there. A business that sells seasonal products has the ability to reach out to that potential customer later and make a sale at a different time and possibly earn a referral from that customer to others. The opportunity for repeat business outweighs the initial cost for them.
PPC is a “Set it and Forget it” Thing
Many people think that if they go with a paid search option that it is a guarantee of more traffic than with organic search and referral. This is not necessarily true, paid search has its advantages when it comes to search traffic. But those results also vary by how much effort is put into creating the best opportunities for web visitors to find them and to make repeat sales from existing customers. If you sit back and do nothing to further the efforts of the program, you really can’t expect it to work miracles for you. Think about what other products you have that could be marketed to previous customers for additional sales.

The Assumption That They Could Do Better with SEO Alone
When company budget cuts come in, the first consideration is often to cut PPC in favor of SEO. SEO is still vital and beneficial to search results, but the two work best together. Some customers may find you through one option or both in different ways. You’re narrowing your search channels by eliminating paid search programs. PPC, organic search and email marketing all work together to bring in sales and revenue through one-time visits as well as repeat visitors.
These are just some of the reasons why people choose to stop using PPC. Most often they just don’t give it enough time to see that it works very well with the other marketing tools they are using. Results may be slow at first, but buying trends change frequently and results will vary depending on those factors.

Organic search and SEO are great, but they don’t give you the opportunity to see where you could tweak the program like PPC does. The analytics give you clues where you can improve your results.  Rather than cutting PPC, find out what else you could be doing to increase sales conversions to make PPC work better for you.


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