• When you are done with the keywords, its then time to optimize your web pages so that the search engines will find it for supplementary traffic. Use keywords in the meta tags - in the title and in the description. Try to achieve a keyword density of about 3% for your pages and don't forget to let them appear in the first and last paragraphs.
MINIMIZING COST
The first approach to economizing on keywords is to first calculate your click through to determine if a PPC campaign is worth it. Here is a way to calculate your conversion rate.
Assuming your have 1000 visitors to your site and 100 of them buy goods totaling $1000, then your conversion rate is 10% or $10 per sale per person. With this, you can bid on a keyword for $5 and still profit. Any figure above this bid may not be profitable for the company.
CLICK FRAUD
Click fraud is an illegal behavior whereby people click on PPC ads primarily to sabotage the campaign efforts of an advertiser or to simply waste his advertising funds. The malicious clicks are conducted through manual means or through robots specially designed for that. Click fraud can be perpetuated for many reasons:
- A webmaster would want to claim advertising or affiliate revenue
- An advertising company can do it to justify your payment of advertising revenue to them
- One PPC company can do that to undermine confidence of another company and then drive customers away so that they stay in monopoly.
- Fellow advertisers can do that to drive you away from a keyword.
Click fraud is one practice that deters companies from undertaking PPC campaigns because many can be totally misled by statistics showing that an ad is receiving clicks when it is not the case.
Click fraud has financial and motivational consequences for the advertiser. Financially, it is a waste of money as the supposed statistical click does not show as sales increases, enquiries or emails.
Also, the PPC companies see plurality of clicks as indicating popularity of that keyword and then they adjust the prices of that word upwards; resulting in higher cost for the advertiser.
Motivationally. you lose interest in web advertising and may cause your business to flop.
Imagine paying $1000 to overture to set up a campaign with the aim of receiving a lot of emails and phone calls. You visit your account to find out that you have exhausted all your funds and yet no phone call or email of enquiry came through. Yet, you see the statistics indicate that your ad has been clicked upon several times. This is a clear case of click fraud.
Although PPC engines have put in place several mechanisms to prevent click fraud, the practice cannot be eliminated completely. For example, if you go to Overture and click on a keyword such as "debt consolidation" twice, only one will be counted as a valid click. However, if you leave Overture and go to one of its partner networks, and click the same keyword phrase, it is counted as a valid click. What this means is that, the system can only prevent multiple and wasteful clicking within one network and not across.
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