Pay per click is a cost-effective online advertising strategy that provides prompt results by means of instant visibility and easy result tracking. With every click on the PPC ad, the advertiser has to pay a decided amount to the publisher. When done in a legitimate manner, PPC can be seen as a less time-consuming and smart method of promoting business. However, sometimes the competitors or the ad publisher end up utilizing this platform for illegitimate activities in order to pile up the advertising costs of a company or doubling up their revenue.
Since the beginning of pay per click advertising, click frauds have been reported by the advertisers. It is primarily the small and new business enterprises that end up suffering the most because of their limited ad budget. Click frauds, primarily, involve massive clicking of your PPC ad by a competitor or a middleman in order to take your advertising costs sky-high, without actually deriving any realistic results.
In order to prevent such activities, advertisers might get some help from these tips and suggestions:
1) Research on the credibility of the publisher – Before hiring a pay per click agency to carry out your advertising campaign, it is important to conduct a thorough research on the strategy of the publisher towards click frauds. It is important to guard yourself against click fraud before it actually happens to you.
2) Watch your enemies – When a competitor leaves behind the business ethics, and ends up taking unethical and illegitimate measures to beat down your business, it is important to be wary of it. By keeping an eye on your competitors, you can develop strategies that safeguard you from cybercrimes such as click frauds. Keep a track of the businesses you are competing with your keywords on the search engines.
3) Some handy softwares – In order to track the incoming clicks on your PPC ad, there are numerous softwares that can help you immensely. These softwares include Who's Clicking Who ?, Click Defense, Click Forensics, and AdWatcher. These tools can be very handy in preventing frauds in PPC. Some other tools useful for click fraud reporting include Click Auditor, ClickSentinel and Click Tracks.
4) Track your campaign consistently – It is significant to know where you started from and where you have reached in your advertising campaign. The factors determining success or failure of your campaign allow you to see the number and percentage of clicks that are valid.
5) Location-based advertising – There is no point in placing your PPC ads on search engines of the countries that may have more competition against you and lesser profit potential. It is vital to only make the ad visible in countries that have your target audience and where illegitimate PPC activities are not so prevalent.
6) Go for search ads instead of content ads – It is always preferable to avoid content ad networks if you want to prevent such frauds. You should rather go for search ads that are displayed on search engines, and are all the more reliable.
It is important to understand the objective of your PPC campaign-is it to get high clicks or to actually make sale? Smart business owners would always go for the latter, and strive for getting qualitative results in PPC, instead of quantitative results.