Click fraud is something to worry about if you are considering beginning a pay per click advertising campaign. Before you make your final decision it's a good idea to consider the risks and not only the benefits that are associated with pay per click advertising campaigns.
Click fraud has definitely put a bit of a slow down on the popularity of pay per click advertising. But, what exactly is it?
There are actually several ways in which click fraud can be accomplished. What it is though is when people click on ads with no intention of purchasing or even taking a look around. When you are paying for every click, it hurts your budget to have people clicking on your ads without planning or even entertaining the thought of purchasing. That being said it happens sometimes by those who are simply seeking information. However, when you receive an unusually high amount of clicks without making any sales from those clicks or fewer than normal sales, chances are that you are a victim of click fraud. But, who does this and why?
The most common are those who are in direct competition for your business. They believe that by driving up your costs of doing business they can get you to abandon the keywords you are using to promote your business or that at the very least they will strike a blow to your business and/or profit.
Another common source for click fraud are those who are competing against the website where your ads were published. They believe they can harm them and their income source by casting doubt or harming their reputation as a publisher. It has been successful for many unfortunately, who have managed to put publishers out of business, at least out of business with pay per click income because of penalties handed out by the search engines who ban them for these infractions.
The publishers themselves. Sometimes the fraud is by the publishers and their friends who are clicking on the ads on their pages. This is an activity that impacts everyone and is frowned upon heavily by the search engines that have been known to levy lifetime bans for this activity.
On occasion, click fraud is personal though not often. In these instances, people will click on ads in hopes of driving up the costs for you and your ads. Other times it is personal against the publisher by those who are interested in putting him or her out of business. Unfortunately we live in a world where differences sometimes spill out and impact others before they can be solved.
At the moment click fraud is a very real problem that impacts many pay per click campaigns. It is important to remember though that it doesn't impact them all and that there are plenty of campaigns that are successful and not victims of click fraud each and every day. Many find that the potential benefits far outweigh the risks.
You've probably heard, more than once, how important your landing page is to the overall success of your pay per click campaign. It doesn't matter how many clicks you are getting and how much potential that traffic has to convert into sales if you aren't converting those visits into sales at the end of the day. The way you go about converting those visits into sales is by creating landing pages that are designed to make the hard sale.
But, how do you create landing pages that are going to bring in the sales when you are just beginning to get the notion of keywords and key phrases down? Quite honestly, you are going to have to learn how to do it or find those who can do it for you if you really want to make a profit in the world of pay per click advertising.
Some things you can do that will make a huge difference in your landing page conversions are listed below.
Learn to evoke emotion. Many people buy as an emotional response. Once upon a time purchases were primarily need based. Even in the current economy though, people around the world buy based on emotional triggers. Have you ever noticed that the ad campaigns from television commercials that stand out the longest in our memories are those that struck some sort of emotional chord within you? Whether it was a commercial that made you cry (Kleenex and the phone companies come immediately to mind), laugh (remember “Where's the beef?”), or called you to action against injustice as so many public service announcements tend to do, those commercials that strike an emotional chord are often likely to result in sales.
You should also learn to offer solutions on your landing page. If you are getting visitors by pointing out or empathizing with a particular problem, your landing page is going to be wildly successful if it offers a clear cut solution to that problem. Be the answer that your visitors are looking for and your sales could go through the roof. More importantly though, be genuine and avoid anything closely resembling condescension in your tone or you will be shooting yourself in the foot so to speak.
Finally, you want to invite your visitors to buy. It's a psychological trigger that has been proven time and again to work. The simple mention of buying, purchasing, using, getting, and countless other words that are associated with ownership of products often triggers the person being spoken to or reading the message to do just that. If you want to make a sale, let them know that you would love for them to buy from you. Give the benefits, let them know what you have to offer, and make the buying process as simple as possible.
If you do all of these things, your landing pages ought to deliver impressive results. Put these tips to work for you and see what a difference is waiting for you on the other side.
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