Every time somebody comes up with a good idea, somebody else figures out how to exploit it. Learn how to combat click fraud in your PPC campaigns here so that you don’t become the victim.
In 2017, a report suggested that $16.4 billion were wasted by advertisers due to fake traffic and click fraud. That is a lot of money to waste.
When you set up an ad campaign, you expect to see some serious results. No one expects 100% perfection all the time, and it’s normal to get a few fraudulent clicks here and there, but there’s nothing normal about $16.4 billion wasted.
Is there a way to combat click fraud or is the pay-per-click advertising scene doomed to suffer this unfortunate and malicious sort of tampering forever?
Luckily enough there is a way to prevent or dissuade click fraud. We’ll talk about how in this article.
What is Click Fraud?
If you’ve spent any time in the pay-per-click advertising scene, you know that when you start a pay-per-click campaign you can expect to pay for every click that your ad gets. But you expect the people who click on your ad to be people who are interested in your product in a genuine way.
This means that someone, or something, clicked on the ad with the aim to generate charges for whoever is doing the advertising.
The Impact of Click Fraud
Wasted money is just one part of the many dangers of click fraud. Not only does it waste your money, but click fraud also frustrates and takes away an advertiser’s motivation to continue.
It messes up the data that advertisers use to make important marketing decisions. It can even go so far as to change the usefulness of an entire keyword, leading advertisers to give up on it entirely.
However, there are a few measures you can take to avoid click fraud in the future.
1. Do Your Research
If you have enough data and pay attention to the information on each keyword closely, you’ll be able to spot a problem pretty quickly.
Once you notice the problem is there, all you have to do is dig a little bit deeper. Are you getting a lot of clicks from the same IP address or addresses? Are a lot of those clicks coming from countries that you don’t service?
If you’re positive that these IP addresses are the ones that cause you problems with fraudulent clicks, you don’t have to just accept it and move on.
AdWords allows you to set up exclusions for IP addresses that you suspect of fraudulent activity. All you have to do is go to the “settings” tab and scroll until you find the IP Exclusions setting. put the IP number in and that IP address won’t be able to see your ad anymore.
2. Look to Publishers
Just about anyone with a blog is allowed to use Google ads. All they have to do is create an AdSense account and they can start to profit.
Instead of working to grow their blog and increasing the visitors that click on the ads on their website in a natural way, some webmasters will click on their own ads. This is a violation of Google’s rules, but it still happens.
However, if you don’t enable the display network option, your ad only shows up on Google’s search engines. This means that third-party websites cant display your ad, and webmasters won’t profit off of clicks.
It is a viable option if you want to cut down on webmaster-based click fraud to turn this feature off. However, you’re going to get hit with less traffic when you do this.
If you target expensive keywords, this might be the way to go. Otherwise, you should be safe.
3. Adjust Your Targeting
As we mentioned in tip number one, in order to stop click fraud you have to do some research. When you know where your clicks are coming from, you can stop the people who wish to do your campaign harm.
If you think a majority of fraudulent clicks come from a specific region, like a “danger zone” country, consider cutting out that country and the language from your targeting.
Competitor click fraud is an issue too. You can also choose not to target their zip code or city if you suspect this is a problem.
However, a word of caution: don’t cut back on your targeting too much. When you do, you might be getting rid of the good traffic as well as the fraudulent clicks. If you know for certain that most of the clicks are coming from one area, exclude it. But don’t go crazy with it.
4. Turn to Facebook or Twitter Advertisement
If you’ve tried these other measures to avoid click fraud but you still get a lot of clicks that lead to no sales or new customers, it might be time to look at taking your advertising to another platform.
One of the best things about Twitter or Facebook ads is that they only show up on Twitter or Facebook. No one else is involved.
Also, because of the hyper-advanced algorithm usage, your advertisements only show up for the relevant people. This means that your competitors are less likely to see your ads.
Stop Click Fraud in its Tracks
At the end of the day, you want to make the most out of your advertising budget. The last thing you need is for someone, or something, to click on your advertisements in an effort to rack up your bill and sabotage your campaign. Unfortunately, click fraud is a real issue and almost everyone with a pay-per-click campaign experiences it.
But if you take the measures we’ve talked about above, you’re one step closer to stopping click fraud in its tracks.
For more information about managing and protecting your pay-per-click campaign, visit us today.
Click-through rate, or CTR, is an estimation of the number of people who click on an ad versus the total number of people (impressions) the ad reaches. Check out our article to learn more about what is a good rate to strive for, as well how to calculate it.
Pay-per-click (PPC) advertising has a steady foothold on today’s best digital marketing strategies. Why? Because the advantages are plentiful.
PPC ads have the ability to hone in on specific demographics and searches, as well as deliver real-time performance metrics to help you measure and adjust the effectiveness of your campaigns. In short, it gives you more control for better results.
Google reported that Adwords users receive a two dollar average return on every single dollar spent on optimized campaigns. It’s a strong return on investment (ROI) that has made it a go-to tool for many businesses.
But in order to achieve these kinds of results, you have to have a solid strategy. This includes an efficient click-through rate that supports your desired ROI.
What is Click-Through Rate?
Click-through rate, or CTC, is a key indicator of how well your digital campaign is performing. However, before we dive into this term’s definition, you need to know the basics of PPC advertising metrics, including its terminology.
Below is a list of key terms used in measuring every campaign:
Impressions: the number of times your ad shows up in a user’s search
Bid: the maximum amount you are willing to pay per click
Daily Budget: the amount you are willing to spend per day on an ad
Campaign: a collection of ad groups sharing the same target and budget
Clicks: The action in which a user clicks on your ad
Click-Through Rate or CTR: a measurement used to gauge how effectively you’re reaching your target audience by averaging what percentage of impressions lead to clicks
Cost-Per-Click or CPC: the average cost of each individual click
Conversion: the act of a user following through on your ad’s call-to-action, whether it’s a form fill, call, purchase, or other desired action
Conversion Rate: the average of conversion based on how many clicks follow through with your call-to-action
While there are numerous other terms used within the realm of PPC campaign creation and management, these terms are essential to understanding your campaign’s performance.
Identify your CTR by dividing the number of clicks your ad has garnered by the number of impressions its had thus far. The number received from this formula is the percentage of impressions that have converted into clicks.
Simply put, it tells you how well your ad is performing. An ad that shows up often but rarely garners clicks isn’t performing well. This is typically due to poor keyword choices or a weak message or call-to-action.
The Click-Through Rate Benchmarks
So how do you know whether your click-through rate is good or bad? One great Adwords tool to help you gauge your performance is a feature called Google’s Quality Score Formula.
This simple 1 through 10 scale lets you know how relevant your ads are to the individuals whose search it shows up in. The more relevant your ad, the higher your score.
This rating takes into consideration how others ads in your industry are performing, so its a great way to gauge your success in comparison with your competitors.
However, it isn’t the only way to evaluate your campaign. There are other important benchmarks to consider, such as Cost-Per-Click (CPC), Cost-Per-Action (CPA), Conversion Rate (CVR), and, of course, Click-Through Rate (CTR).
All of these benchmarks are ones you should monitor throughout the course of your campaign. Waiting until the end of your campaign to evaluate its performance prevents you from reaching optimal performance.
One of the greatest advantages of PPC campaigns is their flexibility. You can update and tweak your ad groups, ad sets, individual ads, bids, and more throughout the course of its lifetime.
But how? What should you adjust in your campaign in order to increase its performance?
This answer is the core of this blog, and we dive deep into it below.
How to Improve Your Click-Through Rate on Adwords
If you want to reap excellent results from your PPC campaign, you’ll want to do pay attention to three key elements: targeting, message, and keywords.
Identify Your Target Audience
Who you target is essential to your ad’s performance. Know your core audience.
What are their needs?
What attracts them to your product?
How do they prefer to communicate?
When you know the demographics and nature of the people you are advertising to, you can identify the best way to communicate with them. This is why it’s the first step and a very important one.
Craft Relatable Ad Copy
After you identify your audience, you can start to craft your message. Ad copy should speak to the user on a personal level.
Don’t hard-sell your product or service. Instead, talk to your customer in a way that connects with them on a personal level. Express empathy and provide a solution.
Establish and Maintain the Right Keywords
Last–but far from least–is building and managing your keyword list. Every campaign has a unique set of keywords that tells Google where to place your ad.
This list is constantly evolving as your campaign runs, which means it requires steady maintenance. Pay close attention to the keywords you input, as well as the keywords you acquire.
Are they relevant to your product and service?
Do they align with search terms users would use while searching for your product or service?
Never, ever fall into the habit of keyword stuffing. Quality is better than quantity. Zero in on the words and phrases that make sense and weed out the ones that don’t.
This will directly improve your ad’s performance by ensuring you don’t waste impressions on useless or irrelevant search results.
Improve Your ROI with PPC Management Service
Are you ready to improve your click-through rate and your ROI, but you don’t have the time or expertise to do it yourself?
We get it. Managing your digital campaigns is a full-time job. Sometimes it’s better to hire a third-party vendor to take the reins for you while you focus on running the business you know best.
Google’s Sridhar Ramaswamy recently announced that Google AdWords will change it’s name to Google Ads.
Ramswamy, Senior Vice President, Ads & Commerce at Google, went on to say “That’s why today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager. These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels. As part of this change, we are releasing new solutions that help advertisers get started with Google Ads and drive greater collaboration across teams. “
This new brand will represent the full range of Google’s advertising capabilities on Google.com and partner sites and apps on both Search, YouTube, Google Maps, Google Play and across the web.
For small businesses, Google Ads will introduce a new campaign type (automated settings) that makes it easier to get started with PPC advertising. It uses machine learning technology with the goal of making campaign setup and management easier and more hands off. For those advertisers who prefer a professionally managed Google Ads account, then you’ll want to consider hiring a Google Ads management specialist like https://payperclickauthority.com
Google Analytics 360 Suite will be bundled with DoubleClick advertiser products under a single brand: Google Marketing Platform
Pay-per-click advertising, better known as PPC, is a major player in online advertising. This search engine marketing tool makes it easy for users to find your website, product, or services online.
While there are many different platforms for PPC creation, launch, and management, Adwords remains the leading source for digital advertisers. Designed and owned by Google, Adwords lets you utilize the exposure of the most popular website in the world to reach new customers.
But as powerful as this tool is, Google Adwords Manager comes with a bit of a learning curve. While the platform’s extensive tools and capabilities are highly effective, you may be hard-pressed to pick it up on your own.
That’s why we’re offering you a crash course in how to use Adwords effectively.
What is Adwords?
Adwords has become such a recognizable name that some people confuse it with PPC in general. However, Adwords is Google’s platform for PPC campaigns. Because it allows you to advertise on the front page of keyword specific search results, many businesses use it as a quick SEO boost as well as a way to generate new leads.
While Adwords’ platform is extremely robust, its main objective is to use your chosen keywords in order to place your ads in front of search engine users seeking your product or service.
You can choose from different types of ads based on the type of call-to-action you’re trying to generate, such as generating calls, messages, or visits to your website or landing page.
5 Things Every Google Adwords Manager Should Be Doing
Creating an effective PPC campaign takes planning and a solid strategy for implementation and management. You have to think through every aspect of your ad, from the target audience and copy to the call-to-action and its landing page.
Use these tips to improve your Adwords campaign performance, and see your profits grow!
1. Create a Killer Landing Page
We put your landing page at the top of this because a landing page is the backbone of your advertisement. You can have killer ad copy but if it leads to a weak landing page, you’ll never generate results.
Like your ad, your landing page has to sell the viewer on completing whatever call-to-action you’re looking to generate. Identify your target audience and cater your landing page’s voice and design to appeal to this demographic.
Make sure you:
Keep it clean, simple, and to the point
Project credibility and establish trust
Create a clear call-to-action and sense of urgency
Users are wary of making a purchase from unknown brands. Inspire confidence by selling them on your credibility and establishing trust. This can be done both through a professional landing page design and promises and facts that reinforce your credibility.
Make sure your call-to-action is clear and that the nature of the page consistently guides the viewer toward an action. Give them several opportunities to take advantage of what you’re offering.
2. Target the Right Audience for Your Ads
As we stated above, your message depends heavily upon the needs and desires of your target audience. Establish a clear target for the consumers you are looking to attract.
Start by looking at your existing clientele. What are the common denominators in age, gender, income level, and geography? This will help you filter out traffic that won’t convert.
Once you have established who your audience is, your landing page and ad copy should speak to that demographic. For example: if it’s a young, Millennial demographic, then focus on providing value that age group will appreciate.
Millennials often prefer messaging and text correspondence while older demographics like to speak to a professional over the phone. Considering factors like these in your call-to-action can help optimize your conversions.
3. Draft Compelling Copy with a Clear Call-To-Action
You only get a minimal amount of real estate to get your point across in Adwords. Every word counts, so you have to convey your message and call-to-action in clear, convincing copy.
Keep in mind there is a lot of trial and error in Adwords copy. Unlike traditional ad campaigns, Adwords gives you the opportunity to edit and change your ad copy throughout the campaign.
Test several different variations of your ad and use the Adwords backend to monitor how they perform. Ads with a low Cost-Per-Click, or CPC, rate generate the best ROI.
As you refine your ads, you will start to gain a better idea of your target audience and what they are searching for, so pay attention to your metrics and optimize them throughout the course of your campaign.
4. Optimize on Your Ad Extensions
Each Adwords campaign has the option of adding up to 4 Adwords extensions. This includes options that lead to:
Text Message extension
App Store extension
Site link extension
You can measure reporting for these extensions as well as your ad in order to see how your target audience best responds. Try creating multiple extension options to test which performs the best during your Adwords campaign.
5. Select and Manage Your Keywords
Keyword optimization is a pivotal aspect of your Adwords campaign strategy. When executed properly, the list of keywords you start with will be different from the final list at your campaign’s end.
This is because you will be adding and removing keywords throughout the course of your campaign based on their performance. This practice refines your audience as well as your ad impressions.
To do this, click on the keywords tab in your Adwords backend and select the sub-tab labeled Search Terms. This will give a list of both the keywords listed and the keywords acquired for your campaign.
Review them thoroughly and determine which keywords are actually relevant to your specific services or call-to-action. Remove any keywords that deviate from your objective.
This will optimize your conversion rate and save you from spending unnecessary money in your advertising budget.
Hire an Adwords Expert to Grow Your Business
Don’t have the time to learn the in’s and out’s of Google Adwords Manager? We get it. Running a business is a full-time job, and while Adwords has the potential to grow it exponentially, your time may already be spread thin.
Save yourself the time and increase your ROI with Google Adwords Management services. As a Certified Google Partner, we have the expertise to create, launch, and manage a successful Adwords campaign.
When you’re operating on a constrictive budget, investing in new advertising initiatives is intimidating. But, the competitiveness of the marketing world demands businesses keep a continual strategy to sustain some form of growth.
PPC is a smart way to do this.
If you’ve never heard of PPC advertising, you’ve probably seen it a thousand times already. PPC ads are present any time a search is done in Google or similar search engines. PPC offers diverse advertising benefits to small business. So what is PPC?
PPC stands for pay-per-click.
It’s an advertising tool businesses use to promote themselves on the internet. By its standard definition, PPC is an online business model that uses set prices for online advertising. Each time a user clicks on an ad in a search engine or website, the business pays a minimal fee.
Pay-per-click relies on keywords. When a business wants an ad to appear on a Search Engine Results Page, they take part in a bidding system called an Ad Auction. Businesses bid on available keywords and algorithms in Google determine how they are displayed.
3 Advertising Benefits That PPC Can Offer Your Business
PPC is not difficult. Its complexity is no different than any other marketing strategy. If you’re looking for a breakthrough in internet marketing, let’s look closely at three benefits PPC can offer your business.
1. Contributions and Cost Effectiveness
Small businesses start the year chipping away at goals, mainly marketing goals. Pay per click contributes to these goals.
PPC gives your company a face in the market. Normal SEO strategy operates on keyword targeting. This method is beneficial but often hinders the way businesses express their brands online.
With Pay Per Click, you control the design of your brand and how you deliver it to internet users.
PPC aids in building a quality audience. Lead generation is all about building a digital sales pipeline. Through PPC, businesses can track their campaigns and target and filter relevant keywords, generating better leads.
Higher Return on Investment (ROI)
Pay-per-click works on a small business budget. It may appear counter-productive, seeing you’re paying for every ad click. But, if you maximize the metrics in your campaign, you can see a nice return on your investment. Set a budget cap and only target specific customers that fit into the metrics of your campaign.
Marketing through PPC is an effective way to give your business the advertising boost it needs.
2. Experimentation with Products and Services
Consumer taste is fickle. People are trend driven. For this reason, businesses must continually strategize ways to market their products and services based upon changes in the market. To do so requires having access to detailed reporting.
That’s exactly what PPC provides. Google refers to it as AdWords reporting. This is how it works.
Google allows you to link your AdWords and Analytics account together. Once you enable auto-tagging, you’ll be able to view statistical data in Adwords detailing what potential customers do after they click on your ad and reach your website.
This is what’s visible in the report:
The Rate of Bounce (Bounce Rate): How many times a user only sees one page and launches one event
Average Visit Time: How long a clicker remains on your website
Pages Per Visit: How many pages a person views while on your site
Percentage of Visits: An estimate of people who visit your site for the first time
This information helps businesses run an effective campaign. Adjustments can be made to budgets, and advertisers can alter bids. Also, if clickers are bouncing away from your site after viewing one page, this may be an indication your page needs an upgrade.
Experiment with products and services. Change the layout of your page and test out visual ideas. Don’t junk your page. Be strategic with the presentation of your products and prices. Spell everything out plain on the page.
Without the benefit of PPC reporting, it’s hard to make immediate adjustments in a changing market. Pay Per Click helps small businesses save time and money with detailed reporting.
3. Marketing Compatibility and Techniques
PPC advertising works well with other optimization tools. Paired with a few of the highest digital marketing performance strategies, a small business can run a dynamic campaign, sure to attract lots of clicks and visits.
PPC and SEO
Search Engine Optimization displays your website in web search results. Google (and other search engines) will rank your web name higher if you have a strong SEO strategy. This is based on keywords.
How does this pair with PPC? SEO and PPC often share the same audience, mainly due to shared keywords. This increases your visibility. PPC ads normally take the top three spots on search engine results pages, resulting in an increase in traffic.
Remarketing ads helps keep clickers who visit your site engaged. When a person leaves your website, remarketing will reconnect the visitor by displaying ads across whatever devices they are using.
By doing so, businesses gain access to people when they have an impulse to buy. Ads can be upgraded with images and text to change the dynamic of the campaign. And, remarketing makes your page easy to find when visitors are seeking you out.
Display networking is about targeting the right audience. It allows you to streamline messages to prospective customers at an opportune time. You can also engage with current customers using remarketing tools to keep them active on your site.
Benefit from a well-designed PPC marketing plan by implementing these techniques.
If you’ve been considering the advertising benefits of PPC, reflect on these benefits and incorporate Pay Per Click in your online marketing strategy. PPC optimizes cost-effectiveness, helps build a target audience, and gives your brand a strong online presence.
Digital marketing is necessary for online success. Drive your business forward by giving it the best chance at online success.
Review our online content about PPC to better familiarize your business with this marketing strategy.
Google announced on Monday May 7th 2018 that they will be switching to the new AdWords experience by the end of 2018. This will be the exclusive way for users to manage their Google AdWords accounts and the previous version of Google AdWords will no longer be available.
Google went on to say that prior to the switch, users will get an email with the information and resources users need to prepare and encouraged users to update their contact information.