The PPC (Pay per Click) advertising industry is a fast growing industry. It is growing fast because of the number of people who are using the Internet and Google Adsense to make money. Some PPC experts believe that PPC is an ethical industry. We will look at 5 examples of PPC advertising ethics and how they impact search engine rankings.
When it comes to making business decisions, there are many cases in which one might feel pressured to make a specific decision, even though it may not always seem like it. For example, if you’re in the business of providing professional services, you may feel pressured to provide clients with a new product, even if it’s not been fully developed. If you’re in the business of selling a product, you may feel pressured to make upgrades and changes to the product, even if they’re not in the best interest of the company.
It is no secret that the online marketing industry is a trusted and respected means of earning money online. Many companies, small and large, rely on the online marketing services to help them reach their customers on their web sites, and generate leads for their business.
It’s no secret that competition in online advertising has become fierce. To outsmart the competition, it is easy to go overboard and use questionable, even unethical, tactics. However, unethical PPC practices will do your business more harm than good. They can also lead to problems with the law. Therefore, as a digital marketer, you should always put business ethics first in everything you do, including your PPC ads. Business ethics play an important role in the success of your company. So today I want to focus on this topic from a PPC advertising perspective.
The importance of business ethics in PPC advertising
Business ethics is a moral principle that guides the behavior of companies. This ranges from how you attract customers (through advertising) to how you interact with them, and everything in between. Business ethics are based on values such as honesty, fairness, transparency and social responsibility. The ethical marketer develops his PPC campaigns from both a moral and a commercial point of view. In short, your PPC campaigns should help your potential customers, not entice them to buy, and they should also benefit your business. For some, this balancing act is the most difficult aspect of managing effective PPC advertising. So how important is business ethics in PPC advertising?
Business ethics will help you build strong relationships with customers
One of the most important reasons to adhere to business ethics in your PPC ads is to build strong relationships with customers. People trust ethical brands because they are authentic and transparent. They know that they will get exactly what the brand promises in its advertising. As a marketer, put people before clicks (and profits). This way, you can build a strong relationship with your customers, which leads to a higher retention rate.
Business ethics help you build a good reputation
Your reputation is one of the most important assets of your business. Here are two good reasons why you should focus on a good reputation:
- Create brand ambassadors: If someone clicks on your ad and has a positive experience, they are more likely to recommend your brand to family and friends.
- Improve the effectiveness of your advertising: The reputation of your brand influences the effectiveness of your advertising. Many users do their own research on brands before making a purchase decision. In this age of high communication, a bad reputation easily manifests itself in the form of negative comments.
Every business needs a good reputation to thrive, especially in a competitive environment. And good reputation management starts with applying good business ethics to everything you do, including PPC advertising. Ignoring business ethics in PPC advertising can only lead to a waste of advertising dollars and ruin your business. Let’s briefly go over the five basic ethical principles you should follow when creating and running PPC ads.
5 examples of business ethics to consider in your PPC ads
To make sure your PPC ads are ethical, here are five best practices to follow:
1. Do not advertise products that are misleading
One of the most unethical practices to avoid if you want your business to be ethical is providing misleading information to customers. Unfortunately, this is a common practice in the advertising industry, and some brands still use misinformation in a desperate attempt to get clicks. The internet is full of examples of misleading advertising; yours should not be one of them. 
One of the most common examples of misinformation in PPC is misleading product advertising. It could be anything, including:
- Promotional items that you cannot deliver
- Use of a keyword with high traffic that is not relevant
- Use hype to make your product look like it does something it doesn’t actually do.
There are many other ways that unethical advertisers use misleading information to get clicks. But, even if you’re desperate to get people to click on your ads, don’t mislead your customers. They can get the clicks they want, but the long-term consequences of these unethical business practices are not worth it. First, you will lose the trust of your customers. Even if they click on your ads, they will be so disappointed that they will not buy what you are selling. Whatever products or services you are promoting, be honest in describing their features and benefits. There are always people looking for what you have to offer. Exaggerating the benefits of your product or service amounts to misrepresentation. If you promise your customers a level of quality that you cannot deliver, you will only ruin your reputation.
2. Include only honest links in ads
Business ethics, especially in PPC, requires that the message in your ad and the purpose of the link match. Everything else is dishonesty. Unfortunately, many unscrupulous companies send people who click on a link in their PPC ads elsewhere. They promote one thing, but send visitors to another landing page. This kind of baiting and switching is unethical. In addition, you lose your integrity as a company. In addition to losing your integrity, unscrupulous links can punish you for unethical actions. If your link takes customers to a page that has nothing to do with what you are promoting, your ad will be considered fake and removed by Google. Unfair pricing often occurs with marketers who are paid on a cost-per-impression (CPM/CPI) model. They try to increase the number of impressions of their ads by creating ads for popular keywords that attract a lot of traffic. When users click on a link, they are redirected to another product or company. As an ethical marketer, these tactics should not even be mentioned in strategy and planning meetings. Regardless of the level of competition in your field, follow ethical business practices.
3. Selling your products at fair prices
Some ethical trading standards are clearly defined, others are not. Ethical pricing is one of those that is not so obvious. In case you’re wondering, ethical pricing means that you charge a reasonable amount for your products. It’s about pricing your products so that you can make a profit without cheating your customers. This is not always easy, as there are many factors to consider when setting a fair price for your products. The main ones are:
- Market factors
- Price of your competitors
- Availability
In addition to fair pricing, as a marketer you must also act ethically when running PPC advertising campaigns. Make sure you are fully transparent about all the costs your customers incur when they buy your product or service. Nothing is more frustrating than thinking you’ve found the best deal on an item, but when you click on the ad, you discover that the advertised price is incorrect. Whether it’s shipping costs, discounts or anything else, your ads should clearly state the final price your customers will pay for your product. This is necessary to build a relationship of trust with the customers. This is also crucial to combat shopping cart abandonment, as unlisted shipping costs are one of the main reasons for cart abandonment. 
In summary, you need to sell your products at a fair price and make sure you are transparent about the prices in your PPC ads and on your landing pages.
4. Do not plagiarize
As a marketer, you probably look for inspiration from ads that have worked well, but that’s no more than researching the competition. Never plagiarize advertising copy from other brands. For your brand to perform well online, you need to follow Google’s search results guidelines, the most important of which are the EAT guidelines. Google’s EAT guidelines have a huge impact on the ethics of creating PPC ad copy. Here’s what the acronym means and what it means for copywriting:
Expertise
Your writing should reflect your expertise in your niche or industry. Show your customers why you are the best. However, be careful not to distort the truth, as that would be dishonest and unethical.
Authoritarianism
People want to buy from brands that have built a good reputation. A good reputation comes from respecting business ethics. Let your authority shine through in every piece of content in your sales funnel, especially in ads and landing page text.
Trust
Trust is one of the most important factors in getting clicks on your ads. To gain the trust of your audience, you must be authentic. Avoid plagiarizing ads from other brands or assets that have had a positive impact their advertising. With many brands competing for the same customers, authenticity and originality are very important to stand out from the crowd. By following Google’s ranking guidelines, you can ensure that your content meets these criteria. Your essay should have your unique personality and highlight your specific area of expertise to appeal to your ideal buyer. It also helps you to get a good ranking and attract clicks to your offer.
5. Do not use click fraud
One of the strengths of PPC has become a loophole that is now being exploited by savvy marketers. Yes, I’m talking about the cost-per-click (CPC) model and how some marketers commit click fraud. What is click fraud? Click fraud is when someone abuses PPC ads by repeatedly clicking on them to receive fraudulent payments. The result: The advertiser’s costs are skyrocketing and the conversion rate is falling. Not to mention that it distorts the crucial data that advertisers use to create better iterations of their campaign. The main reason unscrupulous marketers use click fraud as part of their business strategy is to decimate competitors’ advertising budgets. Once the budget is used up, the number of ads decreases, giving unscrupulous marketers more opportunity to drive traffic to their ads. Marketers also sometimes use click fraud on their own ads to game paid search ads. By getting more clicks on their ads, they increase their quality score in Google Ads. The assessment of their quality depends on many factors. The most important ones are the relevance of the ad and the number of clicks (CTR) the ad generates. Both can be used for manipulation of click fraud. Why would a publisher commit click fraud with their ads? Simple. A good quality score is very important for marketers because it leads to. :
- less CPC
- lower acquisition costs
- better ranking of ads
While the benefits of good quality rankings are huge, you don’t have to stoop to click fraud to get them. Improve your performance to the best of your ability, but make sure it stays within the bounds of professional ethics.
Business Ethics in PPC FAQs
Are we allowed to use hyperbole in titles? Using hype in ad headlines is unethical. This is the same as clickbait and should never be used to get people to click on your ads. Use benefit-based headlines instead, as they are more truthful. You’ll also reach the audiences that appeal to you the most, leading to more conversions. 
Is a new company gaining ground by manipulating ad clicks? The foundation you lay for your business will determine the outcome. Once you start using unethical business practices, you will use them whenever you need a quick fix. So, yes. It’s not good to manipulate clicks at any stage of your business, even if it’s just to gain ground.
Business Ethics Conclusion
Despite the unfavorable economic climate, you need to ensure that you are running your business ethically. This is especially true for your advertising tactics. People don’t like to be tricked, and unethical PPC advertising is on the dark side of false, misleading and spammy advertising. You may have initial success with false advertising, but in the long run you will not have success. It is only possible to build a sustainable business by applying good business ethics. Be ethical in your social media, your content, your PPC advertising and everything else you do to build your business. This will help you build a good reputation and increase your number of regular customers. What other business ethics and best practices do you think PPC advertisers should follow? 
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Being a good business person could make you a better online marketer. Out of the many hundreds of millions of people online, a small percentage of them are in a position to influence the opinions and purchases of millions. This is where business ethics come into play. Ethics are defined as the principles of right conduct. Usually, it’s not just one big principle, but it’s a collection of principles.. Read more about digital marketing plan example pdf and let us know what you think.
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