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15 PPC Marketing Myths You Should Ignore


When it comes to the world of advertising, the term PPC marketing tends to evoke thoughts of billboards, television commercials, and radio ads. However, it’s essential to understand that this form of advertising doesn’t end there. In fact, there are now countless online platforms that provide businesses with opportunities to engage in PPC marketing, which can be highly effective in reaching their target audience.

With that in mind, we’ve put together this article to debunk some of the most prevalent myths and misconceptions surrounding PPC marketing. Through our exploration of this subject, we aim to provide you with valuable insights that can help you take advantage of the many benefits that PPC marketing has to offer.

15 PPC Marketing Myths To Ignore For A Better Business Strategy

Myth #1: PPC Marketing Is Improvident & Wasteful Of Resources

A misbelief held by many is that investing in paid advertising is tantamount to throwing your money into a bottomless pit, with little to no hope of recouping your investment. As a result, many conclude that it’s simply not worth the financial outlay.

74% of brands and 79% of digital marketing agencies say that PPC ads are a “huge driver” for their business.


Despite common beliefs, PPC marketing has the potential to be a highly effective form of advertising. When executed correctly, it can yield a significant return on investment. As with any marketing strategy, the key to success lies in understanding your goals and target audience before diving in headfirst. By gaining clarity on these essential factors, you can develop a well-crafted PPC marketing campaign that not only resonates with your audience but also propels you towards achieving your objectives.

Myth #2: You Need a Huge Budget to Be Successful

The common yet erroneous belief that surrounds Pay-Per-Click (PPC) marketing is the notion that you must possess an immense budget to achieve triumph. While it’s irrefutable that you must allocate some monetary funds towards PPC marketing, the truth is that you don’t require a colossal budget to secure a fruitful outcome.

One of the most compelling aspects of PPC marketing is its inherent flexibility and versatality, enabling you to customize your tactics and expenditure in a manner that accords with your financial constraints and goals.

$2 for every $1 spent is how much businesses make on PPC.


It’s worth emphasizing that shelling out copious amounts of cash is not a prerequisite for reaching your intended audience. With PPC marketing, you possess the power to pinpoint precise demographics, interests, and even geographic locations to tailor your campaign accordingly. As a result, you can efficiently allocate your funds towards the intended audience, ultimately increasing the chances of engagement and conversion towards your products or services.

Myth #3: PPC Marketing Isn’t Worth the Time

ppc marketing

Many mistakenly perceive it as a burdensome and interminable process that fails to produce tangible outcomes for months or even years.

However, the truth is often far removed from this misconception. On the contrary, when executed with precision, PPC marketing can yield rapid results, providing businesses with an expedient and hard-hitting advertising solution.

Of course, there’s no denying that setting up your ads and crafting your campaign will require some initial effort. But once the groundwork has been laid, you can relax and let the campaign do the work for you while you watch as the results start rolling in.

Myth #4: Everyone Hates Paid Ads

The number of visitors generated from PPC ads is 2x more than that generated from SEO.


Although it’s accurate that some individuals find ads irksome, this sentiment is not universal. In actuality, many people don’t mind encountering ads if the content aligns with their interests.

The quintessence of constructing efficacious PPC marketing is to ensure that your ads are precisely targeted and relevant to your designated audience. By accomplishing this objective, you can augment the likelihood of reaching the individuals who are genuinely intrigued in your products or services.

Myth #5: You Need to Be an Expert to Succeed

Yet anonther false belief that engulfs many businesses is that they must possess expert-level proficiency in the realm of Pay-Per-Click (PPC) marketing to achieve triumph. However, this is far from reality. Although having a basic understanding of the subject can be advantageous, you don’t need to be an expert to craft a fruitful campaign.

Fortunately, there are a plethora of resources at your disposal to enhance your knowledge of paid advertising. You can explore books, online courses, and even recruit specialists to aid in the creation of your campaign. It’s pivotal to take action and commence experimentation with diverse techniques until you identify the ideal strategy that aligns with your business objectives.

Myth #6: PPC Marketing Is Only for Big Businesses

65% of small to mid-sized businesses have a PPC campaign


However, this conviction too is false as many small businesses have effectively leveraged paid advertising to their advantage.

The crux of triumph in paid advertising hinges on attaining a lucid comprehension of your objectives and designated audience. Once you ascertain your target audience and desired outcomes, you can formulate an effective campaign that will propel you towards your goals.

Myth #7: You Can’t Measure the Results of Paid Advertising

Despite widespread belief to the contrary, businesses can indeed measure the efficacy of their paid ad campaigns using a variety of methods. While it is true that tracking the results of such campaigns can be challenging, it is not an insurmountable task. Nevertheless, it is crucial to bear in mind that success can only be measured if realistic goals are set at the outset. If the desired outcome is not clearly defined, it will be difficult, if not impossible, to assess the efficacy of the campaign with any degree of accuracy.

Myth #8: You can’t Rank on Top with Paid Advertising

In reality, PPC marketing can complement SEO and enhance the outcomes of your digital marketing initiatives.

Incorporating paid advertising into your marketing strategy can yield significant benefits, such as heightened visibility and increased brand recognition among your target audience. Nonetheless, it is essential to be cognizant of the misconceptions and myths associated with paid advertising to avoid any potential pitfalls. By dismissing these falsehoods and devising a well-planned and properly executed campaign, you can achieve the desired outcomes and propel your business forward.

Myth #9: The top ad position is always the best

The widely held belief that securing the top ad position translates to more clicks is not always accurate. Research indicates that ads occupying lower positions on the page may actually receive a higher click-through rate (CTR).

The rationale behind this phenomenon is that users tend to place greater trust in ads situated closer to organic search results, rather than those occupying the top slot. Consequently, achieving optimal CTRs demands a shift in focus from securing the top position to crafting an ad that is relevant to the user’s search query and resonates with their interests and preferences.

To maximize your chances of securing clicks, it is imperative to develop an ad that is targeted, relevant, and tailored to your intended audience. By doing so, you can enhance your ad’s appeal and increase the likelihood of it being clicked, regardless of its position on the page.

Myth #10: Google Is the Only Platform for Paid Advertising

Bing’s PPC ad revenue generated about $8.53 billion in 2021.


Although Google reigns supreme as the preeminent platform for paid advertising, it is by no means the only option available to marketers. Alternative platforms, including Facebook, Bing, and Yahoo, can be equally effective in generating desired outcomes.

Despite being a relatively overlooked platform, Bing has emerged as a potent contender for advertisers. In fact, research suggests that Bing ads enjoy a click-through rate that is three times higher than their Google counterparts.

Therefore, if you are seeking an alternative to Google’s hegemony, Bing represents a viable option that should not be overlooked. By exploring alternative platforms, you can broaden your reach, expand your audience, and achieve your marketing objectives.

Myth #11: You don’t need PPC if you have SEO

Paid advertising can complement your SEO efforts and help you reach your target audience more effectively.

Perhaps it is faster and easier to rank with paid ads, but that doesn’t mean that you should put all your eggs in one basket. A well-rounded digital marketing strategy will include both SEO and PPC.

Myth #12: Paid advertising is a sort of manipulation

People often think that paid advertising is a form of manipulation. However, this couldn’t be further from the truth. Paid advertising is simply a way to reach your target audience and promote your brand. Maybe more, users are expecting to see ads for better relevancy, so there is no manipulation involved.

Myth #13: CTC with Paid advertising is lower than Organic search results

The number of visitors generated from PPC ads is 2x more than that generated from SEO.


Apart from the above mentioned statistics, one couldn’t be more wrong with this myth. Another study in 2021 by Advanced Web Ranking showed that the organic CTC rate was lower than that of paid ads.

The study also found that there was a CTR difference of 12.5% between the first and second positions in Google Ads, while the organic CTR only had a difference of 2.5%.

This means that if you’re aiming for better visibility, paid ads are the way to go.

Myth #14: It is a huge burden for small businesses

This myth is the most interesting, because, despite the reports that showed dramatic growth in small businesses after starting to use PPC, many still see it as a huge burden. The main reason for this is that they were not aware of the many benefits that come with using paid ads. One such, you can choose to pay for CTC or CPM, which means that you can control your costs.

Myth #15: We have enough traffic

The traffic from PPC ads converts 50% higher than that of organic traffic (social and search).


There is no such thing as “enough traffic”. Moreover, no website in the world wouldn’t benefit from more traffic. The fact is, the more traffic you have, the more chances you have of conversions.

Important Note to Remember

PPC marketing can be a very effective way to reach your target audience. However, there are some myths and misconceptions about paid advertising that you should ignore. If you keep these myths in mind, you’ll be able to create a successful campaign that will help you reach your goals.

But it is more important to search for solutions than fear results. Instead of worrying about the myths, a business can benefit from finding a solution to its problems first. After all, with the right strategies in place, paid ads can be a powerful tool for any business.


What are your thoughts on PPC Marketing? Have you been using it for your business? Let us know in the comments below!

If not, why not start your strategy today with us at 12 Channels? Our SEM subject experts will be more than happy to help you create a campaign that will suit your needs. Because, we know the drill, and we’re here to help you succeed! Contact us today to get started!

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