Pay-per-click advertising, such as Google AdWords, can offer a variety of benefits for your company, but you should also be aware of the things it cannot do. Unfortunately, there is a lot of chatter that creates myths about the capabilities of PPC advertising. Lisa Raehsler of Clickz recently set out to debunk some of these myths.

1. PPC and Instant Sales

Don’t expect to start your AdWords account, then kick back and watch your sales numbers soar. You’ll need time to tweak your campaigns and hone in on your target audience. This is especially true for niche markets.

2. PPC Isn’t A Cure All

There are times when pausing your PPC campaigns is actually the best option. Don’t rely on them to help sales rebound in all situations.

3. Consider More Than Conversions

Just because an ad doesn’t directly lead to a conversion doesn’t mean it isn’t doing its job. Many consumers need multiple interactions before they will turn into a conversion. Your ad may have just opened the door for a future conversion.

4. PPC and SEO

There are plenty of people who have pushed the rumor that companies who advertise with AdWords receive better position in Google search. It’s simply not true.

5. The Top Spot Isn’t Tops

Many times, the top spot will perform best in sales, but you’ll also be paying for that position. The conversion rate for lower positions can sometimes beat that number 1 spot and you’ll pay a much lower premium.

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