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1) You need to be number 1 – Leave your ego at the connection, you do not have to rank number 1 for the pay per click campaign work or to obtain volume. Focusing and optimize conversion and ROI

2) You pay 1p a click if no other advertisers – Minimum bids & actual CPC is the quality of some basic motor and set minimum CPC.

3) The content network is all bad – is not. There are many stories of fear out there but in fact the content network can be very effective in certain markets and for some companies. Establish network of content separately for search, test and evaluate. Consider placement targeting on Google and remember exclusive site. Yes, even the ads domain parking can work.

4) Broad / Advanced Match is pretty good – used in the correct way matching technology & advanced Yahoos match can be very effective. The matching element set Google’s broad match can be very unpredictable, but to run search query reports to understand the actual search queries behind those clicks and use exclude.

5) Bidding increases your level of high quality – CTR and therefore the quality is normalized to its position. So, coming with a highest bid, you will get more clicks (and history turn) faster but not necessarily an improvement QS or your average CPC.

6) There is only one search engine – despite the myth, there are other search engines out there other than Google that should be tested. Google may have the highest volume, but it will not necessarily be the best return on investment of your campaign. Testing Yahoo and MSN / Microsoft adCenter and consider search engines many others out there like Miva, Webfind, Mirago and Yell. There are many more in the U.S.

7) PPC has an impact on the natural ranking – No, no, no. It does not. The javacript does not act as an anchor text !!!!.

The advertising expenditures have an impact on the quality and hence ad rank – Even smaller advertisers may have scores of great quality and 1P minimum bids. Take the cap off foil.

9) PPC is only short term until organic rankings to arrive – Pay per click can integrate with your SEO campaign. The test and evaluate data from individual country and global – if the PPC campaign provides the return on investment right then why stop?

10) PPC optimization is a one time event – as Seo is not a set up and forget campaign. Optimization and Performance Improvement is a continuous process. As your company, pay per click campaigns continue to grow, change and evolve.

11) The optimization is one campaign, not the site – Do not expect miracles from a campaign, if you do not look at the landing page and site improvements. It’s simple.

12) Remove deletes History – is maintained at about AdWords account. Delete a keyword and replace it elsewhere, its quality will remain the same. Only history individual ads are lost on edit, but the previous performance is always taken into account in assessments of quality and in overall quality score.

13) Adwords / Yahoo! / AdCenter hates me – Maybe, but before complaning and going completely mad, be sure to read the Help Center. I mean r-e-a-l-l-it read.

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