A pay per click (PPC) campaign can be an effective strategy in your comprehensive marketing package. When monitored closely, it can be affordable, as your costs are determined by the effectiveness of the campaign. However, strong pay per click management, is critical to maximizing your return on investment (ROI). Without proper monitoring, you may find you are paying for invalid traffic that yields no benefit. Before turning to automated PPC programs and software, it is important to understand a critical drawback to such programs: the increased risk of click fraud.
Click fraud happens when traffic is deliberately driven through an advertisement by parties with no valid interest in the product or offer. Although this sometimes happens by accident, one of the main sources of invalid traffic is competition. Many invalid clicks are found to be competitors intentionally boosting traffic on PPC ads in order to exhaust the marketing budgets of their rivals. If a company has alloted $1,000 toward their PPC campaign and then receives a bill for $2,000, they may decide to pull those advertisements, thereby opening a lane of traffic for competitors.
Three primary methods for preventing click fraud and maximizing your ROI include:
- Monitor the competition. Know who is competing with your keywords in search engines at all times.
- Know who is clicking on your advertisements. Some invalid clicks may be accidental. However, excessive traffic from competitors may indicate malicious click fraud.
- Get picky about where your advertisements are placed. Careful research gives you insight into a site’s credibility and safeguards. Low credibility and poor safeguards attract fraudulent behavior. Limit your PPC campaign to high-value sites where unethical conduct is least likely to occur.
Each of the above strategies requires specific software, time, and knowledge. Many companies and organizations do not have adequate resources to ensure an efficient and effective PPC management program that guards against click fraud. Fortunately, PinPoint Local has everything you need in order to achieve outstanding PPC results, leading to increased business.