A few years ago, John W. Ellis wrote the post, "If Paid Search Isn't Working, Then You're Doing Something Wrong" at the Search Engine Land blog. Recently, now at his own blog, Ellis reviewed the article to see how current it was—only to find that it is still spot-on!

"The fact is, pay-per-click marketing should be working for you," Ellis states. Why? Because, as he noted in his original post, "advertising does not get any more targeted" than PPC.

Ellis suggests that search marketers' fear of using paid search often stems from common misperceptions about PPC. Here are some of the top PPC myths that he debunks by taking a closer look at the facts:

People Ignore PPC Ads. Ellis asserts this is obviously not true, based on how much money Google makes from PPC ads: "Clearly, someone is clicking on these ads." There are also tons of other companies that put a large chunk of their marketing into paid search, he notes, because "they know the return is there."

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