Archive for the 'PPC Campaign' Category

Smart marketers impliment Plan B as Pay Per Click fraud rate keep rising

BlogKing November 19th, 2007

If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!

Marketing Vox had a article on PPC fraud rates passing 16.2 percent in Q3 up from 13.8 same quarter last year. That is the industry average.

What is really disturbing is that PPC ads appearing on search engine content networks like Google Adsense and Yahoo Publisher Network was worse. Would you believe 28% up from 19.2 % in 4Q06.

“Click fraud activity continues to grow especially on made-for-ad sites, parked domains and on the content networks,” said Tom Cuthbert, president and CEO of Click Forensics.
“Advertisers, publishers and search engines need to take notice because content networks are becoming the fastest growing source of click fraud. Ensuring their quality is essential for the pay-per-click advertising market to continue its growth.”

Can this trend be reversed? Has email spam become less? No. So that doesn’t bode well for click fraud going down anytime soon.

So what is an online marketer to do. Starting implimenting a multiprong approach to natural SEO. Get a specialist to optimize your web site. Then consider creating a companion blog for additional organic search generation. Create the blog on the same domain so they reinforce each other. Weave in Social Neworking also.

Keep expanding the organic approach so you become less dependant on PPC.

Smart marketers always have a Plan B.

Technorati Tags: , ,

SEO and SEM Blues

BlogKing September 13th, 2007

For a good laugh read Top 21 Signs You Need a Break from SEO
over at Small Business SEM.

OK enough, now back to our regularly scheduled SEM rant.

Craig Danuloff of Commerce360 makes a strong case for not getting swayed by simplistic ROAS metrics. In a series of posts he states that Return on Ad Spend in Pay for Click campaigns is easy to report but very misleading unless you factor in the real ROI not just ROAS. But the reality is that gross profit margins vary by product and promotional offers, so conputing an ROI for every product vs. ad spend is no small task. Worse yet the analystics systems are not yet up to a task of this complexity, so a manual method is required.

It would be great if paid search was a simple little game where the skills you’ve picked up in other endeavors prepared you to easily and consistently win. Once upon a time it might have been.

I recommend reading the series.

Then get Avinash Kaushik’s book Web Analytics-An Hour a Day.

Read up on his concept of the Trinity; experience, behavior and outcomes. When you understand the trinity of your online business you can create actionable metrics that boost ROI.

I just started but already I know this book is a classic akin to A Random Walk Down Wall Street is to portfolio investing.