ppc advertising

Pay-Per-Click Misconceptions That Need To Be Dispelled

For as long as PPC services have been around, there have been a lot of misconceptions individuals and businesses have been subject to. Unfortunately, the unfounded “facts” make the job of any pay-per-click PPC company that much harder.

Pay-per-click advertising isn’t inarguably the best marketing strategy, just as other strategies have their own use cases. At the end of the day, it all depends on what you’re looking for. But how can you make a sound decision if you don’t truly understand what PPC has to offer? 

Read on to learn the facts behind pay per click misconceptions that need to be dispelled.

MISCONCEPTION: Paid Search Will Not Thrive on an Emotional, Prolonged Decision-Making Process

FACTS: Taking on pay per click from an approach that’s purely mechanical or based on hitting technical touchpoints just won’t work. If anything, taking the time to put thought into the best possible strategy can be the best thing to do. After all, isn’t being prepared the best way to go about anything? 

Sometimes, when PPC doesn’t convert, it has nothing to do with that and everything to do with the entire marketing strategy. Not taking feelings into consideration when going about PPC is actually a mistake. Think about how your audience will feel and how you can take that to convert leads.

MISCONCEPTION: The Key Point of Paid Search Is Ranking Highly on SERPs

FACTS: This one is rather misleading, because pay per click can definitely help to rank high on Google search results. People think that PPC is a temporary fix until SEO results start rolling in. That’s the pretty big misconception, really; no matter how great a strategy is, there’s no foolproof guarantee that SEO means rising to the top of search engine results pages (SERPs). 

It can happen, sure, but when Google adjusts their algorithm again (which they do every so often) things can change overnight. In truth, PPC and SEO should be used together since they excel when hand-in-hand.

MISCONCEPTION: You Must Pause the Ad Group, Campaign, or Keyword That’s Not Converting Well

FACTS: Of all the misconceptions that are out there, this one may seem like the closest to being truthful. After all, when an ad group, campaign, or keyword isn’t converting well that means funds in your limited budget may be going to waste. That said, it’s always important to look at the big picture overall. Your top performers won’t be that way forever, and the “underdogs” in your campaign might end up beating them down the line as search engine algorithms change. 

MISCONCEPTION: Pay per Click Is Far Too Expensive

FACTS: This may very well be the number one misconception when it comes to PPC, and it’s simply not true! People that propagate this myth probably tried to navigate Google Ads without any experience or knowledge. That’s not to say PPC is dirt-cheap; of course, there’s a reasonable amount of the marketing budget that still needs to go towards it. A good rule of thumb is to work with a PPC professional.


Pay per click advertising has been growing in popularity over the years. Alongside that, numerous misconceptions have come to light. Some of them include the key point of paid search being ranking high on SERPs (it can help but that’s not the point), pausing the ad group, campaign, or keyword that’s not converting well (Google algorithms can change overnight), and PPC not thriving on prolonged, emotional decision-making (it can).

Looking to work with a reputable PPC advertising company? Reach out to NESMA Group today! We’re the New England Social Media Agency LLC and we help business owners generate leads through online advertising.

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