What You Should Know About Paid Ads Before Getting Started with B2B PPC Marketing
Paid ads, such as Google AdWords, may seem scary at first. There are several myths floating around, which my scare you away from PPC marketing, if you don’t understand them. Here are three quick myths and what’s really going on with each.
Competitors Will Click on My Ads and Cost Me Money
Some people think competition on Google AdWords and other PPC marketing sites will actually click on your ads costing you money. With Google, and most other systems, the technology is rather sophisticated. They have measures in place to keep click fraud out of the equation and keep you from getting charged for invalid clicks.
Not only do they track the IP address of the clicks, but they also look at click patterns and other factors. Google also gives you a full report within the AdWords dashboard of the campaign performance. It will expose suspicious activity pretty quickly. If you suspect you have been a victim of click fraud, you can contact Google and they will investigate the issue. If clicks are questionable, they will reimburse you.
Nobody Clicks on PPC Ads
This simply isn’t true and why it’s still a myth is unexplainable. Google wouldn’t continue to provide PPC search marketing if it didn’t work and advertisers wouldn’t spend millions if they weren’t seeing a positive return. Every single day, Google generates more than $100 million from people clicking on the PPC ads. Somewhere around 50 million people click on ads every day, which means, people are certainly clicking on the ads.
PPC is only Outbound Marketing
While any paid advertisement is usually viewed as outbound marketing, Google AdWords and other PPC marketing isn’t traditional marketing. Outbound marketing is more of a pay for the advertisement and hope it attracts attention. PPC, on the other hand, is an attract attention, get someone to click on your ad, and then pay for the advertisement. If nobody clicks on your ads, you won’t pay a dime for advertising.
In many cases, Google AdWords has the ability to provide a better user experience, especially locally. In addition, AdWords is the only way to guarantee you will rank high on Google when someone performs a search.
Before you decide to add B2B PPC marketing to your inbound marketing strategy, it’s important to understand what you’re getting into. It can be a scary type of marketing, but there are many things in place to ensure you get exactly what you need and want out of your search marketing campaigns.