lick fraud is one of the through your daily budget. If it
most pressing concerns used to take your business to go
among PPC advertisers. Even through your daily budget in ten
though search engines try to hours, and now it only takes
minimize the problem, people are 4-hours, it could indicate click
concerned about click fraud. In a fraud.
recent survey of nearly 50
percent search marketers had · Check your log files for
planned to monitor click fraud. suspicious IP addresses. Some PPC
The key to fighting click fraud search engines offer IP address
is to have a plan tailored to filtering.
your own campaign.
· Monitor your account for
Even though the major search traffic from unusual geographical
engines monitor click fraud, you locations. If you haven’t done it
can take certain measures to help already, turn on geo targeting.
them.
· Scrutinize your conversion
· Monitor your CTR (Click Through rate.
Rate). Look for sudden changes
such as a sharp increase. Market Research With PPC
· Watch for changes in conversion PPC is a great tool for testing.
rates. If your ad campaign Let’s say you want to introduce a
normally converts at 2 percent, new product, but you are unsure
and it suddenly drops for no about the name. After a
obvious reason, it might be a brainstorming session, you could
sign of click fraud. come up with a few potential
names. Then, you could set up a
· Observe how quickly you go PPC campaign for each of the
product names. Within a day you to keep the process, the better
would have you own research conversion rate you can expect.
project running. What used to
take weeks or even months, can Great landing pages have the
now be done in a matter of days. following characteristics:
Market research through PPC costs
money, but it is a lot less · No navigation. While we are
expensive than traditional told that navigation is part of
methods. good web design, landing pages
shouldn’t have any. The reason is
Landing Page Strategies that you don’t want the visitor
to click off the page. You have
Creating the appropriate landing spent good money to drive them to
page for your campaign can be the your landing page, so keep them
difference between failing and there. The only reason to have
succeeding. Link to a landing any navigation on a landing page
page not your home page. Your is to help with closing.
website might list 500 products
while you are bidding on 100 · Pay special attention to your
keywords. For best results you link text. People are more likely
should have a landing page for to read links than regular text.
each keyword you are bidding on. Make sure the link is appealing
If the searcher ends up on your and easy to read.
home page instead on the landing
page for the product they are · Use the keywords throughout the
looking for, you are making the page copy. If the searcher landed
buying process more complicated. on your page after searching for
Nothing hurts conversion rates “keyword a,” make sure “keyword
more than a convoluted buying a” is loud and clear throughout
process. The simpler you manage the page.
copy. Leave ample of white space
· Don’t try to fit a book on your to make it easy on the eyes.
landing page. People glance at
web pages. Write simple concise
About the Author:
Web site design
Read more articles by:
George Meszaros
Article Source: www.iSnare.com 
