With so many businesses and services competing for users' attention on the Internet, you need to make every little bit count if you're investing in pay-per-click (PPC) advertising. Don't fall prey to "click fraud." Click fraud is when a person or robot repeatedly clicks on your ad, costing you money without generating real views for your content. Follow the advice below from our AdWords experts to lessen the risk of your ad budget going to waste.
Target Long Tail PPC Keywords
Figure out which keywords you want to bid on to get the highest possible return on your investment. Words and phrases that are high-value, industry-specific and well-targeted will bring in more human traffic to your site. Emphasize intent-based keywords like "where to buy" a product, which often indicate that a searcher is ready to make a purchase. Also investigate how to improve your landing page relevancy so that legitimate users will stick around.
Look at Your User Behavior
Make a habit of checking your PPC account every day so that you can catch any suspicious behavior. Focus on your users' dimensions like their city or country. Also useful are the reach and frequency data, which help you uncover clicks from a single IP address. Compare the repeat click-through numbers with the daily bounce rate. If you use analytics services from companies like Google, you may be able to see the number of clicks that have been categorized as invalid.
Establish Your Budget
Projecting the expenses for your PPC campaign can be a delicate art. Some companies like Google and Yahoo provide tools to assist with estimating your costs, or you can consult a PPC agency. Set strict maximums for your cost-per-click bids and your total daily budget. If you're just starting out, you may wish to gradually increase your budget over time as you learn which sites are high-quality and which are putting you at risk for click fraud.
If you're still unsure about the best steps to take, or if you'd like more information, it's wise to get advice from a pay-per-click agency. Search engine marketing and AdWords experts can help you with these and other strategies to reduce your risk of click fraud and improve the quality score of your keywords.