4 Harmful Pay-Per-Click Advertising Myths You Need to Ditch

There are tons of strategies and tools you can use when it comes to digital marketing. One of the most effective strategies available is pay-per-click advertising or PPC.

When implemented correctly, PPC campaigns can yield amazing ROI. However, some campaigns may fail due to the PPC myths marketers often make. Here are four PPC myths you need to ditch to get better results from your PPC campaigns.

PPC Setup Is a One-Time Thing

It’s common for marketers to think that PPC setup is just a one-time thing. However, this is a wrong assumption. 

To run an effective PPC campaign, you must regularly adjust the campaign based on the new data you collect. This requires attention and careful evaluation that your team needs to do on a weekly basis. 

It’s essential to keep checking and adjusting your campaign to optimize it. Since the world of digital advertising is incredibly fast-paced, you need to stay on top of the latest news and changes that can affect your campaign. 

PPC Is Pay to Play

Small businesses that have a limited budget for PPC may fall into this trap. The assumption is that more money spent on PPC will yield better results. 

However, the truth is that a bigger budget won’t guarantee success. It may help you get more impressions, but the success of your campaign depends on the quality and relevance.

Don’t let budget constraints stop you from running an effective PPC campaign. You can still be successful in PPC with the proper campaign setup, good keyword strategy, remarketing, and ongoing management. 

High Impressions Mean a Successful PPC

Many marketers think that getting lots of impressions means your PPC campaign is doing well. However, this is not always the case.

Impressions have little effect on PPC success. This is because impressions don’t automatically equate to conversions. If the impressions didn’t lead to any form of engagement, then they hold little value.

Impressions shouldn’t be a heavy metric in campaign reporting. It’s better to use metrics that focus on the quality of the engagements over the quantity of impressions.

You Won’t Get Results with PPC

People often discredit the role of PPC in digital marketing when they get little conversions out of it. However, in these cases, the problem might not lie with PPC. It’s more likely that bad results were caused by other factors such as your audience targeting, landing page, campaign setup, or ad copy.

Don’t expect immediate results when it comes to PPC. PPC often involves long-term strategies, and making a conclusion after a short run of your campaign isn’t good practice. Give it some time before you completely write it off.


PPC is one of the most effective digital marketing strategies, but it can also be complex. So, it’s best to avoid these harmful PPC myths to get better results. Try not to focus on having a huge budget or lots of impressions. It’s best to invest your time and money in quality engagement by constantly improving and optimizing your campaign based on relevant data. It may take time, but the ROI will be worth it.

For effective digital marketing in Greenwood, IN, you can count on Magnitude Marketing to help your business grow. We create custom strategies for each of our clients based on their needs and goals, helping them grow revenue and profit. Contact us today to get started!