With more consumers than ever flocking to the internet to find information, read reviews, share, and shop, businesses are increasingly turning to paid advertising as an essential way to guide more traffic toward their website, brand, product, or service.
Because it’s relatively easy for any business to set up the likes of a Google Ads or paid social media campaign without the help of a marketing agency, many do just that — without an intimate knowledge of the systems themselves. Therefore, a fair amount of myths and misconceptions exist about paid advertising and its functionality.
Here are seven of the most common paid advertising misconceptions:
1. I should see results right away.
We all want more sales and more customers, fast. In reality, it takes time for paid campaigns to take shape. Testing different keywords, channels, and deployment strategies over time, as well as analyzing the results and figuring out what works, are key steps in building the most effective campaigns.
2. Click-through rate (CTR) is the most important metric in determining the success of my campaign.
While getting users to click your ads is a good first step, campaigns should ultimately be geared toward conversions or sales. This points to the importance of a strong customer journey, from top to bottom. Think of it this way: a high CTR is a sign of a good ad. A high conversion rate, on the other hand, is a sign of an engaging and well-constructed customer journey; and it’s the entire journey that is important in driving sales. Also, CTR isn’t the only successful metric for campaigns that are brand-awareness focused.
3. The more money I spend on a search campaign, the higher my ads will appear in search results.
There are many factors, other than budget, that determine where your ad shows up in search rankings. Factors include account history, landing page quality, and load time.
4. Ads created for Facebook will only show up on Facebook.
Don’t forget, Facebook owns Instagram; a bonus channel! Moreover, there’s something called the Audience Network, and it consists of a multitude of other apps and mobile websites outside of Facebook itself. This is good news for Facebook advertisers — their ads are not only being served on the Facebook news feed, story, Messenger, but also within the Audience Network. It’s also good news for Facebook — another revenue stream.
5. You have to bid on your own business name in paid search.
One thing you don’t want to do is spend a portion of your budget on people who are already looking for you and who can find you organically. The other time to use your business name is if your SEO is poor and you don’t come up first organically for your own name.
6. What channel my ads are deployed on doesn’t matter, as long as they reach the most amount of people possible.
A more strategic approach is wise here. After all, not every channel is effective for people at different points in the buying cycle. Businesses should determine their campaign goals and take into consideration their specific customers before choosing a mixture of deployment channels that works for them.
7. What works in traditional forms of marketing and advertising will work in digital.
The way people look for, engage with, and buy into marketing messages has completely changed in the digital age. This creates the need for entirely different strategies that may have worked with traditional forms of marketing and advertising. Marketing messages and data need to continually be tested to figure out what works best not only for digital but for each individual platform as well.
At PIN, we have some of the most knowledgeable paid media experts in the industry. We create and deploy results-driven campaigns in real-time on a multitude of channels. Contact PIN Business Network today to learn how we can help build your paid advertising campaign.