Pay-per-click advertising is a quick way to get your website to the top of the search results, but it can be expensive and wholly ineffective if not done correctly. Advertisers have the ability to control how much they spend on PPC ads and can even set the amount they are willing to spend for each keyword phrase that they bid on.
With pay-per-click , advertisers incur a charge each time someone clicks your advertisement. Each click results in a person visiting your website where you get an opportunity to sell them your products or services. PPC is a good option for website owners that are actively engaged in a search engine optimization campaign, but who need quick website traffic and don’t want to wait for the SEO campaign to show success.
Pay-per-click advertising is not is not a search engine marketing component that we often recommend to clients. There are many reasons for this including the following:
The results only last as long as you’re willing to pay for the clicks. Most of us don’t have unlimited budgets. As a result we set limits on the amount we’ll bid per phrase and set a limit on the amount we’ll spend each day. Once your bid falls below other bidders or you reach your daily limit your website stops showing up in the results.
Click fraud happens when a person or a computer clicks a pay-per-clic ad and pretends to be a legitimately interested party. You might wonder why someone would do this? There are many reasons, but here are a few to consider:
- Competitors might click your ad so that you incur the expense and/or to get your website off the top of the results. By varying their IP address and using a host of other deceptive practices they can ruin your PPC campaign.
- Adsense revenue can drive website owners to engage in click fraud. Google allows website publishers to place Google ads on their website. This program is called Adsense for content and is a big part of Google’s advertising network. Website owners earn 68% of the value of the click that happens on their website. If the cost-per-click is $10, then the website owner would earn a whopping $6.80 for fraudulently clicking that link. Now, keep in mind that Google has sophisticated tools to help decrease the likelihood of this happen, but an estimated 27% of all clicks are fraudulent. How’s that sound to you?
- Increasing the cost-per-click (CPC) is another reason that fraud happens. People that earn money off PPC advertising have a vested interest in seeing the cost-per-click rise. Simply put, higher cost-per-click values equate to more earnings for those getting a share of the CPC. Who wouldn’t rather have 68% of $20 vs. $10?
With that in mind, we rarely ever recommend this form of advertising. It’s a costly, short-term solution to a need better solved through search engine optimization and other forms of promotion.
If you’d like to learn more about pay-per-click advertising, then feel free to contact one of our experts at TriadAd.com