2) You will only pay 1c a click if there are no other bidders – Search Engines set there own minimum bids for keywords & this is partly determined by the quality and relevancy of your landing pages.

3) Broad match is ineffective- If used properly broad match can be effective you just need to ensure you use negative match types properly. Run the keyword through the Google keyword tool to get an idea of the keywords you will need to negative match.

4) Bidding high increases your quality score – This does not improve your quality score or lower your average cpc, as quality score is strongly linked to the relevancy of your landing page. However by bidding high you will generate allot of traffic and thus clicks which will give your account more history.

5) Google is the only search engine you should bother with -You should test other search engine, Google may have the highest volume but that doesn’t mean it will always deliver the best ROI for your campaign. For example people who search on MSN are much more likely to purchase a product than those on Yahoo. I recommend you to test Yahoo, Ask and Msn.

6) PPC has a effect on organic rankings – Not True

7) Advertising spend has an impact on quality score and therefore ad rank – Not True, even small advertisers can have low CPC it all depends upon their quality score.

PPC is to be only used short-term until you get natural rankings. – If your PPC campaign is getting you results and a good ROI there is no need to stop. You may start to get traffic from organic rankings but this doesn’t mean it will convert as well as traffic from your ppc campaign.

9) You only need to optimize your PPC account once – You cannot just set up your ppc campaign and forget about it. It will need continual tweaking, optimization and ads will need split testing.

10) You don’t need to optimize your site – You will need to optimize your site in order to increase landing page quality score and conversion. You will also want to carry out split testing and try slightly different page layouts.