10 Popular Paid Search Myths

March 10, 2008

Digital Marketing ChannelAdvisor By ChannelAdvisor


  • Myth #1. Launching on new search engines is easy because the same strategy can be used across all engines.
  • Myth #2. Paid search delivers immediate results.
  • Myth #3. The more keywords in a paid search account the better.
  • Myth #4. Using the same root keyword with various stem keywords is an effective way to increase clicks.
  • Myth #5. Paid search advertising will improve organic search rankings.
  • Myth #6. Bidding is the best way to a better quality score.
  • Myth #7. You don’t need to bid on your brand name.
  • Myth #8. Advertising on the search engine content networks works for everyone.
  • Myth #9. Using generic ad copy is sufficient.
  • Myth #10: Paid search works for everyone.

Download the “10 Popular Paid Search Myths” Whitepaper

written by Erin Gordon– erin.gordon at channeladvisor.com

Separating the Fact from Fiction for Online Retailers

Often, theories or ideas are published within our industry making claims that are counter-intuitive and not grounded in factual data.  As search marketing professionals, we spend most of our time monitoring search engines, optimising natural search results and auction marketplaces and managing pay-per-click search marketing campaigns. We also must consistently stay on top of changing factors, rules and perceptions.  When it comes to paid search myths and misunderstandings, it is our job to separate fact from fiction.

Throughout 2007, ChannelAdvisor managed over 22 million paid search keywords in numerous retail verticals ranging from electronics, to toys to jewelry.  Using the data gathered from our work, we can test the accuracy of these claims, offer proven, expert guidance and more accurately forecast future trends for our customers in 2008. The tried-and-true facts below will not only help you with keyword generation, bidding, brand awareness ad copy design, but also with effective strategies to fully capitalize on the paid search marketing opportunities in front of you.