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Google Ads

13 Google Ads Myths That Most People Believe In

April 2, 2019

First and foremost, Google is just a machine managing a load of information to deliver your ads, it’s set up to deliver clicks not money.


Reading time: 8 minutes.

1- Google Just Want You to Pay More

First and foremost, Google is just a machine managing a load of information to deliver your ads, it’s set up to deliver clicks not money.

It has no opinion or preference.

Of course, Google doesn’t understand the nature of your business, it just serves you the way you need it to serve you.

So if you think that Google Ads system is unfair, remember that it’s also equally unfair to your competitors.


2- The More Keywords You Add, The Better Results You Get!

Google search Ad campaigns work through keywords, so whenever your potential clients or customers search for the service or product you provide,

Your website appears for them, sounds simple right?

Unfortunately, it isn’t that simple at all.

It’s easy to imagine that the more keywords you have in your account, the better your chance to appear in front of the right customer.

But this is not a good strategy, by adding tons of keywords to your account, you will not only generate tons of worthless traffic to your website – and pay for it – You will also waste your budget on useless keywords, leaving less money for keywords that perform, that’s why negative keywords exist.


3- The More Clicks You Have, The Higher Results You Get

One of the most common misconceptions around is that the more clicks you are getting, the better your campaign performance, But that’s not always the case, it all depends on your goals.

If you want to improve website traffic, clicks are of course important for your business.

But if you work in retail, you need to worry more about conversions.

And If you simply want to increase your visibility to heighten brand awareness, impressions are what counts.


4- Results in Organic Search are Better Than Paid Ones

One of the main goals of a paid search marketer is to create ads that are as targeted as possible to a user’s search query. These ads will drive users to the most relevant content on the website.

To achieve this, we bid on highly targeted keywords that ensure that ads are as relevant as possible.

Your visitor should be a potential customer and if they’re not, you need to rethink your targeting methods and your overall campaign.


5- Avoid Using The Same Keyword More Than Once in the Same Account Unless you Want to Compete Against Yourself

Google does not regard identical keywords as competitors in the same account.

The Auction system is focused on giving the customer the most relevant results, therefore, it uses your most effective keywords, your click-through rate ( CTR ) and best landing page to calculate ‘Quality Score’.

As a result, it offers the most relevant results to the customer and generates the highest ranking for you.


6- Exact Match Keywords Cost More

First, one of the three factors in deciding Quality Score is the correlation between your keywords and the one used in the search.

Obviously, an exact match renders it extremely relevant – it’s identical after all; phrase match will be less relevant, and broad match, less relevant still.

So exact match gives you a high ‘Quality Score’ and therefore, a low cost per click.

Second, if you are bidding on broad match keywords, you will generate a lot of search terms that have a different, lower CPC. (Broad match is the default match type that all your keywords are assigned if you don’t specify another match type)

This will, of course, decrease your average CPC leading you to think it’s cheaper, whereas, in reality, you are just bidding on irrelevant keywords and paying worthless traffic to your website.


7- Below First Page Bid Means I don’t Appear At All

The fact that you got the ‘Below First Page Bid’ message doesn’t mean that you are on the second page. Your Ad doesn’t appear for every search.

Check your impression Share Lost (Rank) column for an estimate of how many impressions you could get, and make a decision based on the keyword’s performance.

The First Page Bid estimate indicates where you should set your bid to ensure you win as many auctions as possible to appear on the first page of the search results.


8- Spending Money on Google Ads Will Influence My Website’s Ranking In Google’s Free Search Results

Google Ads and Google’s organic search results are entirely independent of one another.

Spending money on Adwords won’t affect your ranking in Google’s organic or free search results.

Similarly, cancelling your Ads account won’t lead to your website being banned from Google’s search results.


9- A Higher Bid Will Increase My Visibility

Bidding higher for keywords doesn’t guarantee more visibility for your ads.

Google positions your ad based on a number of factors:

Your competition, you ad extensions, your maximum bid and your Quality Score.

When it comes to your Ads campaign, a high ‘Quality Score’ is the key to a successful campaign.

It’s a grading system based on the quality and relevance of your ad. The great thing about your Quality Score is that you can improve it without incurring additional costs.

And, as a bonus, the higher your score, the lower your cost-per-click (CPC) and the better your return on investment (ROI).


10- A Successful Ad Campaign Means Getting The Top Spot

Aiming for the #1 spot isn’t necessarily better for your campaign; in fact, it might hurt your budget.

When your ad is placed in positions 2 or 3 or even 4 or 5, instead of the top spot, you will still get plenty of click and conversions.

As well, just because you aren’t #1 doesn’t mean people aren’t going to consider your product or service, so there’s no need to fight for the #1 spot.


11- My Competition will make me pay by clicking on my ads

Click fraud is a concern for many businesses have when it comes to their online campaigns.

Business owners worry that their competition will intentionally click on their ads to make them pay more.

However, not only is this unlikely to happen to your own campaign, Google has created a robust click fraud program that detects and filters out invalid clicks in real time so that you only pay for valid clicks on your Ad.


12- Google Adwords Auction is Expensive

The notion that only large corporations and people with lots of money in their pockets can afford online ads is simply not true.

Google Ads makes it easy to manage your ad spend by setting a daily budget and maximum bid.

You can set your daily budget at any amount and change it at any time.

This gives you control over your overall Ads budget. To further refine and maximize your ROI, you can select a maximum bid amount so that you will never pay too much for your ad.


13- I Don’t Need to Create a New Landing Page For My Ad

Your landing page is the page that people land on after clicking a link from your Ad, many businesses make the mistake of linking their ad to their homepage or another page on their website that is not customized for their ad.

By failing to tailor your landing page, you are missing the mark when it comes to making your ad more relevant.

To Improve your relevance, simply make sure that titles in your ad copy and landing page match.

Also, make sure that what you promise in your ad is also found on your landing page.

Your ad campaign success goes beyond the ad itself, so make sure you also devote time to polishing your landing page.


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