Usability Consultancy, Website Reviews, Website Optimisation

A lot of companies use Pay Per Click marketing to promote their website. Many do so with a great campaign that delivers targeted visitors and it makes a massive positive impact on sales. However, many companies use it as an alternative to Search Engine Optimisation (SEO) and these campaigns are commonly flawed and costly.

Used correctly, PPC should be delivering the right people to your website and it should help to increase sales, provided that your website is well designed, well organised and easy to use. My advice is always to use PPC only for specific reasons, which may include:

• Testing a new keyword or key-phrase
• Launching a new website that hasn't been indexed yet
• Promoting a website that has been redesigned and awaiting re-indexing.

However, and for whatever reason, you use Pay Per Click, it can be costly and is open to Click Fraud.

So, exactly what is Click Fraud?

Many statistics show that over 20% of a typical PPC budget is lost to fraudulent clicks. Click fraud uses up your daily/monthly budget faster than you'd expect, and, ultimately costs you more money to keep displaying your ad.

Click Fraud, simply, is when a person (or a computer software program) repeatedly clicks your advert in order to use up your budget. It is also open to abuse by websites that have you advert appearing on their page and they repeatedly click it to generate commission from the Search Engine.

Your Website Statistics Can Reveal Click Fraud.

The easiest way to sport PPC Fraud is to pay close attention to your website visitor logs. They not only tell you the great news that your website is getting traffic, but those same logs can reveal multiple clicks to pages from the same source. What you are looking for is visitors that leave the site very quickly, usually within a second or two. This is an obvious sign that the click was generated by software or someone just clicking through to deplete your budget or to generate commission.

Use Pay Per Click Wisely and it can be a great head-start for your new website or promotional offer. But it can be costly and it can be abused.

Hiring an SEO Expert is your best option. Koss UK can develop your Pay Per Click campaign to run alongside your website marketing and will monitor your clicks on a daily basis to ensure you are not wasting 20%++ of your budget – and to ensure that the clicks you get are genuine, targeted and of value to your business.