“Fight Click Fraud on Pay-Per-Click Ads” by Kim Boatman (Inc.com, 7 July 2010). As they say, “It’s all fun and games until someone gets hurt.” PPC (pay per click) might not land you in the hospital but it can take more out of your butt than necessary. A couple quick points to add:
1) While Kim gathers plenty of good points, the best and often most overlooked is the one about limiting a PPC campaign geographically. I wish I had a buck for every time I saw an AdWords ad in search results that was obviously for a local based business well out of my area. Wasted impression add up. In turn, CTR (click throught rate) effects ad placement and bid price.
2) Keep in mind, (typically) PPC is *not* like old media. It’s not about impressions and trying to be everywhere all the time. PPC is about quality. That is, ads and keywords that draw in quality leads and customers. CTR is a handy guide but ultimately it’s about conversions and the quality of the lead/customer there of. In short, PCC isn’t a shotgun, it’s sniper fire. However, you have to take the time to draw the right bullets to your target, else you’ll be spending more than you should.
Have you ever been the victim of click fraud? And what are your PPC tips and secrets?