Pay-per-click (PPC) ads are a huge component of digital marketing. With Google dominating over 90% of the search engine market, it’s no surprise Google Ads is one of the most popular PPC platforms. Its popularity, however, should not be confused with simplicity: Without the right expertise, Google Ads can be a challenging world to navigate.
As a result, there are many misconceptions about how Google Ads work and whether or not they are effective. In this blog, we’ll debunk the four myths we hear the most!
Myth #1: It’s Difficult to Track ROI on Google Ads
Tracking ROI from Google Ads isn’t difficult but does require time and planning upfront. Clearly defined goals, a target audience, and compelling ad copy are essential to entice clicks, but measuring what happens after the click will give you valuable insights into how well your ad converts.
A lead capture on your landing page is a great way to track conversions. For your hearing practice, that could be a call-to-action to book an appointment, a contact form submission, or even a phone call. Whatever your goal, make sure your landing page provides clear direction to get users where they need to go.
To simplify the lead tracking process, we offer an all-in-one analytics dashboard that captures insights from calls and form submissions generated by your Google Ads. These insights make it easy to see which leads ultimately booked appointments and made purchases!
Myth #2: People Avoid Clicking on Google Ads Listings
There is a common misconception that people are skeptical of ad listings and avoid clicking on them. In reality, studies show as much as 65% of new leads generated online include PPC clicks during the decision-making process.
When a user asks Google a question, it’s in Google’s best interest to display the most accurate answers possible. These answers are frequently shown as Google Ads and listed as the highest results on the page. That’s why experienced marketers continuously test and optimize Google Ads and keyword selection to ensure ads perform well and help build trust in search results.
Myth #3: Ads Should Always Link to Your Website
The best way to drive conversions is to give your audience a positive and seamless experience. While your ad might do a great job of enticing a click, that visitor may leave if your website doesn’t quickly deliver on the ad’s promises. That’s why landing pages are a great option to drive conversions: You have the freedom to design the page to fit your ad rather than redesigning your website.
For example, let’s say you’re running an ad for a discount on a specific type of hearing aid. A good strategy would be to create a landing page with content that connects users to that specific discount and product, rather than hoping users navigate through your homepage to find it.
Myth #4: Clicking on Your Own Ad Makes It Perform Better
This is not only a myth, but clicking on your own ad can negatively impact its performance. As we mentioned earlier, Google is incentivized to give users the best experience possible. Therefore, everything that happens after the click is also a factor in an ad’s overall performance.
To illustrate, let’s say two ads are competing for the same keywords. One ad may earn more clicks than the other, but if those users leave quickly and don’t convert, Google will recognize that as a bounce. So clicking on your ad and leaving can not only waste your budget but also drive up your bounce rate and skew your data.
The Bottom Line
It can take someone years to decide to seek help for a hearing problem, and you want to be there for them when they’re ready to make that decision. Google Ads can be an effective way to do that! Optimizing your ads the right way can help maximize your budget and ensure you drive the best ROI possible.
If you’re looking for guidance on PPC strategy, book a free consultation with us here to learn how our specialists can help!