\nFalse! There are several key reasons<\/a> why bidding on branded terms is a good investment for companies. It all comes down to controlling your brand image and the user flow. Branded keywords are typically very cheap and allow you to control the marketing message and promotional offers that you need to get in front of your prospective client. Just take a look at how Sport Chek has used Adwords to highlight its latest sales and its MyNorth apparel:<\/p>\n
By bidding on a branded term you are able to have confidence that the right messaging is matching up with the right search queries. Users that click through are sent to a page that you have Conversion Optimized with the right content for your current goals.<\/p>\n 2) Top Placement\u00a0Is Always The Most Profitable<\/strong> My Fairy-tale Scenario:<\/p>\n Top Position: 14 conversions for $700 = $50 CPA<\/strong><\/p>\n Second Position: 8 conversions for $240 = $30 CPA<\/strong><\/p>\n Yes, we received more conversions in position 1 but it came at a much higher cost-per-acquisition (CPA). Why not use the remaining $460 on another keyword that can gain similar CPA results?<\/p>\n I know this scenario is super vague and there are several other factors that go into position bidding, but you get my point. Still not convinced? Here\u2019s a little bonus that might help you: check out the heat map in Google SERP Eye-Tracking<\/a> from Bruce Clay, INC. Position 2 looks a little darker, doesn\u2019t it?<\/p>\n Conclusion:<\/strong> Top position placement can be the right strategy, but just don\u2019t get stuck paying the extra dollars when the data is telling you otherwise!<\/p>\n 3) More\u00a0Keywords The Better<\/strong> Incorrect! Is your budget 100,000\/month? If so you can probably get away with bidding on as many keywords as possible and paying the extra dollars. Otherwise you should do your research upfront and determine the most relevant keywords to your business goals.<\/p>\n Determine your business goals and your marketing budget, then make sure you\u2019re pushing budget in the right areas by controlling the keywords you use. Once you\u2019ve determined your budget and the best keywords for you to launch with, it\u2019s now time to mine search query results. At this point you can use real data to make strategic decisions on how to grow, which — wait for it\u2026<\/p>\n Source: AGBeat.com<\/p><\/div>\n Means more ongoing PPC work! Guess we can\u2019t just set it and forget it. Too bad, eh?<\/p>\n 4) Google\u00a0Is The Only Search Engine Worth Advertising On<\/strong><\/p>\n Source: JavaScriptStyle.com<\/p><\/div>\n Not accurate! This may come as a shock to you, but Yahoo\/Bing own a combined 1\/3 of the total search engine market share<\/a> in the US (it\u2019s about 80\/20 in Canada). I know, right? Bing is actually becoming relevant again\/for once. As an added bonus, Cost-Per-Clicks are actually much lower in Bing, meaning that we can get more traffic for less money.<\/p>\n Take a look at AdGooRoo\u2019s results<\/a> comparing Google & Bing CPCs:<\/p>\n Bing is not always for everyone, but if you give it a chance, it can make you a decent return. Now, if only they would clean up their interface to look more professional\u2026 Oh wait, they\u2019ve pretty much copied Google\u2019s template exactly.<\/p>\n 5) Nobody\u00a0Clicks On PPC Ads Or Display Banners<\/strong> There is a reason why Google Adwords\u2019 Quarterly Revenue is in the billions<\/a>.<\/p>\n People still click ads. I mean, Google wouldn\u2019t be one of the most profitable digital companies in the world if they didn\u2019t. It\u2019s sometimes hard to separate customer interaction from your personal user interaction, but that\u2019s where online marketers like myself come into play.<\/p>\n Want more in-depth information on these myths? Have any other PPC myths that you need debunked? Feel free to drop us a line<\/a> and we can conquer this PPC marketing thing together.<\/p>\n![\"sport](\"https:\/\/www.hellospark.ca\/wp-content\/uploads\/2015\/05\/ppcblog1.png\")
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\nUntrue! Pushing specific keywords to top position is a strategy that many companies fall into. However these keywords are more expensive and don\u2019t always convert better. Conversion results are strongly based upon the ad copy, brand, and promotional offers you have in your ad. If you can get the ad you want in front of your users\u2019 eyes for a cheaper price, then why not! It\u2019s all about optimizing your campaign based on the numbers. People will often argue that you get better Click-Through-Rate (CTR) in top position, so it will help your Quality Score (QS). Yes, QS is based on CTR – however, this is an adjusted score based on the position you are in. Google knows that you will have a lower CTR in position 2, so it adjusts its QS accordingly. So let\u2019s forget about CTR\/QS and do the math on one scenario:<\/p>\n\n
![\"ppc](\"https:\/\/www.hellospark.ca\/wp-content\/uploads\/2015\/05\/ppcblog2.jpg\")
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\n![\"ppcblog3\"](\"https:\/\/www.hellospark.ca\/wp-content\/uploads\/2015\/05\/ppcblog3.gif\")
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![\"Source:](\"https:\/\/www.hellospark.ca\/wp-content\/uploads\/2015\/05\/ppcblog4.jpg\")
<\/a>![\"google](\"https:\/\/www.hellospark.ca\/wp-content\/uploads\/2015\/05\/ppcblog5.png\")
<\/a>![\"adgooroo](\"https:\/\/www.hellospark.ca\/wp-content\/uploads\/2015\/05\/ppcblog6.jpg\")
<\/a><\/p>\n![\"spark](\"https:\/\/www.hellospark.ca\/wp-content\/uploads\/2015\/05\/ppcblog7.png\")
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\nI\u2019m going to end this last myth with a pretty quick answer:<\/p>\n
![\"online](\"https:\/\/no-cache.hubspot.com\/cta\/default\/432496\/6df999b2-3970-4d81-aab4-ea09eb86d6e1.png\")
<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Even in the online marketing world, PPC is sometimes seen as\u00a0a black-box field that only a chosen\u00a0few marketers really know anything about. There are lots of people out there with\u00a0their…","protected":false},"author":43,"featured_media":3750,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[474],"tags":[621,542,622,623,624,543,516,625,560,626],"class_list":["post-4040","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-en-ca","tag-banner-ads-2","tag-digital-marketing-2","tag-display-ads-2","tag-display-advertising-2","tag-internet-marketing-2","tag-marketing-2","tag-online-marketing-2","tag-pay-per-click-2","tag-ppc-2","tag-ppc-myths-2"],"_links":{"self":[{"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/posts\/4040","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/comments?post=4040"}],"version-history":[{"count":0,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/posts\/4040\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/media\/3750"}],"wp:attachment":[{"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/media?parent=4040"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/categories?post=4040"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hellospark.ca\/en-ca\/wp-json\/wp\/v2\/tags?post=4040"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}