With increasing online competition, pay-per-click (PPC) is becoming a critical way to get your content in front of your potential customers.

With increasing online competition, pay-per-click (PPC) is becoming a critical way to get your content in front of your potential customers.

One pay-per-click program is called Google AdWords.

AdWords is an online advertising service where advertisers pay to display brief advertising copy, product listings and video content within the Google ad network to web users.

Here are three myths that may be keeping marketers from implementing successful AdWords campaign.

Myth #1: People don’t click on Google ads

Google is a publicly traded company—anyone can access their financial records that tell the story.

Google generates more than $100M in revenue every single day from people clicking on their ads. With an average cost per click between $1 and $2 that’s more than 50M clicks/day.

Google experiments constantly to make their ads entice more enticing.

They’re not going to present you with a free, organic result at the top of the search engine results page when they could showcase several ads that generate revenue. Start paying attention: The first few line items at the top of every search is an ad.

One more thing: Think about your own behavior

When you see an ad that entices you, do you click on it? Of course you do!

Smart companies are using remarketing efforts that identify customer tastes to present you with items that you may have been looking at earlier in the day.

They may serve up similar items or those by the same designer or manufacturer. I shop almost entirely online, and I’m fascinated by remarketing, which illustrates how marketing has gotten smarter.

Myth #2: My competitors can just click on my ads all day, costing me money

Google has extremely sophisticated technology to prevent “click fraud” and “invalid clicks.” This involves the analysis of several click-pattern factors.

Google provides very good reports on AdWords campaign performance, and any suspicious activity is quickly exposed. If a business is concerned they are victims of click fraud, they can contact Google directly to launch an investigation. Google reimburses questionable clicks.

Myth #3: AdWords is an outbound marketing tactic

AdWords is designed to showcase your content when potential customers are initiating a Google search. It’s the only inbound marketing tactic that guarantees your content will rank high on Google when a user performs a search. This is one very attractive reason to be using Google as your PPC platform. The sheer number of Google searches/day makes you part of this community.

PPC delivers a better user experience for the searcher

Think of the information you provide when you set up your Google account. This all becomes part of a huge database, and databased information makes it searchable.

Because of this information, when you create a Google ad, you are able to drill down by location, demographics, interests, etc.

This is not specific just to Google—Facebook, Linkedin and other social channels also provide rich search preferences.

Integrating AdWords with your inbound marketing strategy

Along with your existing content marketing and SEO (search engine optimization) efforts, PPC is becoming a critical component of an inbound marketing strategy.

Source: Janet Peischel's The Internet Marketer: Is it time to add pay-per-click to your marketing mix?

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