Recent high-profile court cases involving Google AdWords and alleged click fraud have caused many online marketers to suspect. But as an advertiser using a pay-per-click search engine, you can still do a lot of work to ensure the success of your campaign.
Non-pay-per-click advertisers want to pay for fraudulent clicks. including me. But I know that no matter how hard the search engine tries to detect it, there will always be a certain degree of fraud, even if it is the owner of a small website that clicks on ads on his own website.
So, what if a small number of clicks is invalid? At least you are still paying for measurable results. Regardless of whether someone sees your ad or takes any action after viewing the ad, you can compare it with the TV or newspaper ad you paid for.
Once you have accepted some level of click fraud, you can solve the problem wisely. So, how can you be sure that you will not lose most of your time and get bogged down in your campaign?
Despite fraudulent click activity, the successful solution is to manage your advertising campaign as other professionals in the marketing industry. Here are a few aspects of the campaign you need to keep.
1. Use only reputable PPC search engines.
I suggest advertising mainly through larger, more reputable search engines such as Google AdWords, Yahoo Search Marketing and MSN AdCenter. This is the three major elements when I wrote this article, but depending on when you read this, these may have changed. I have experienced with many other PPC search engines and I have been very disappointed. Traffic quality is often poor, and I think there will be less effort in fraud detection. If you want to experiment, be sure to run a small test activity first to check for "integrity" traffic.
2. Monitor your campaigns regularly.
You should check your campaign daily. I do. If I am going to leave the Internet for a day or two, I make sure to set my daily activity limit to an acceptable level of risk. If you are familiar with the usual daily statistics, you will likely find peak activity that may be due to click fraud.
3. Understand your conversion rate.
What is the conversion rate for your campaign? You should know how many clicks you need to generate sales. This may change month by month, and severe fluctuations may indicate click fraud.
4. Calculate your conversion costs.
Multiply the average CPC by the number of clicks needed for the conversion. This will calculate your conversion costs.
5. Ensure that conversion costs are lower than revenue.
Make sure your conversion costs stay below your revenue for each conversion. And don't forget to allow the percentage of cancelled orders.
6. Make changes if necessary.
When a sport no longer brings substantial profits over costs, make changes. You can lower the cost of your clicks and change the wording in your ads to focus more on serious buyers.
This is not rocket science. This is just a good business sense. I hate click fraud and I applaud every time I take steps to reduce fraud. But I also know that there will always be a certain degree of click fraud. Whether it is 2% or 20%, what I really care about is whether I can continue to run my ad campaign in a favorable way.
If you stay above the important statistics mentioned above, you will be able to win from click fraud and stay ahead of the game.
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Orignal From: How to Win PPC Click Fraud
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