Click fraud is a billion-dollar problem for advertisers. As digital marketing ad spending increases, so does the impact of click fraud, which cost businesses a whopping $61 billion in 2022.

While ad networks have measures in place to detect invalid clicks and reimburse advertisers for them, it’s not always enough. There are still millions of dollars owed to advertisers as a result of click fraud.

In this article, we will cover how to detect and prevent click fraud in 5 steps.

How To Detect Click Fraud

Detecting click fraud can be easy or challenging, depending on the type of click fraud you’re experiencing. First, understand that click fraud can come in many different forms:

• Bad actors, including your competitors, for example, can click on ads to drive up your ad costs.
• The third-party websites your ads are on in the display network can engage in click fraud because the publishers make a cut for each click.
• Sophisticated software such as malicious click bots is another form of automated click fraud.
• Mobile click fraud includes click injection, where a bad actor wrongly gets credit for an app download.

If you spend the time looking into your ad account, you can likely spot click fraud if you have:

• Consistent ad traffic from certain IP addresses without conversions
• Performance data anomalies, such as higher bounce rates, a sudden increase in ad spend or lower time on site
• An increase in ad clicks or impressions without conversions
• More ad traffic but less subsequent page views on the site

While ad networks like Google Ads do what they can to stop this activity, it’s not a perfect approach.

How To Prevent Click Fraud

Click fraud is, unfortunately, the risk that advertisers take as they reap the rewards of digital advertising. That said, there are ways to mitigate this risk. Here are five things you can do to prevent click fraud:

1. Monitor Activity

Look for anomalies, as mentioned in the previous section, and try to follow the data back to the culprits.

For example, you can use data like the IP address. IP addresses can be retrieved from server logs. The server log will also have a timestamp for the visit on the page, and some web analyzer software will let you see if the IP visited subsequent pages. This may indicate a real user instead of a fraudulent one or a bot. Fraud usually involves clicking the ad, then leaving immediately. Once you identify IP addresses that are suspect, you can use sites like WhatIsMyIP.com to see where the IP originated from. Note that tools used by bad actors can deploy more sophisticated methods such as IP hopping, which makes this harder to detect.

2. Implement IP Exclusions

If you think a certain IP address is causing click fraud on your account, you can exclude it. Excluding the IP will block ads from being served to the person at that IP address moving forward. This is a tough decision in some cases because you don’t want to cut off showing your ad to your target audience in a location that is important to you. Ad networks like Google have a way to get support with click quality if you need some help figuring it out.

3. Adjust Location Targeting

You may notice that click fraud occurs from a certain geographic location. And that location may not be where your audience is.

For example, click farms often exist in certain parts of the world where labor is cheap. Or the click fraud may be coming from a certain ZIP code in the U.S. Adjusting your location targeting to exclude those areas from seeing your ads can help.

4. Confirm Budgets

You want to be sure that your budget caps are in place so you don’t get charged more than you can handle if bad actors try to run up your bill. Ad networks like Google should reimburse you for invalid or fraudulent clicks. You can see how Google tracks invalid clicks by heading to your “campaigns” tab while you are signed into your Google Ads account. If you don’t see this data, you can set it up by going to campaigns > modify columns > invalid clicks.

5. Invest in Third-Party Software

The reality for many is they simply don’t have time to dig into click fraud manually. That’s where a nice click fraud tool comes in handy. This can be especially helpful when dealing with some of the more sophisticated methods of click fraud. ClickCease, Fraud Blocker and ClickGUARD are just some of the tools available.

Detecting and preventing click fraud takes diligence, but the effort will safeguard your digital advertising investment.

At Bruce Clay Inc., we provide pay-per-click advertising management services for search and social. Find out more about our PPC services or contact us for a free quote today if you’d like to talk about how we can help you improve your ad performance.

FAQ: How can I prevent click fraud and protect my ad budget?

Click fraud poses a significant threat to businesses, potentially draining their ad budgets and diminishing the return on investment (ROI). Here is what you can do to prevent click fraud and fortify your ad campaigns.

Understanding Click Fraud

To combat click fraud effectively, it’s crucial to understand what it is. Click fraud occurs when individuals or automated bots maliciously click on your online advertisements. This inflates your advertising costs, skews data and hinders genuine engagement. Monitoring your ad campaigns closely is the first step to detecting click fraud.

Identifying Click Fraud

To protect your ad budget, you must become adept at recognizing click fraud patterns. Tools like Google Ads’ Click Fraud Report can help you spot irregularities in your click-through rates. Analyze IP addresses, time patterns and user behavior to identify fraudulent clicks. The more you understand the enemy, the better you can combat it.

Preventive Measures

Preventing click fraud requires a multi-pronged approach. First, implement strong filters to block known malicious IP addresses. Secondly, consider using click fraud prevention software that can identify and block suspicious clicks in real time. Lastly, geo-target your ads to focus on genuine potential customers rather than casting a wide net.

Optimizing Your Ad Campaigns

A well-optimized ad campaign is less susceptible to click fraud. Regularly review and refine your keyword list to target the right audience. Use negative keywords to filter out irrelevant traffic. Employ ad scheduling to target your audience during peak hours when real customers are more likely to engage.

Preventing click fraud is essential to protecting your ad budget and ensuring a healthy ROI. By understanding click fraud, identifying fraudulent activity, implementing preventive measures and optimizing your ad campaigns, you can fortify your digital marketing efforts and safeguard your hard-earned money.

Step-by-Step Procedure for Click Fraud Prevention:

1. Familiarize yourself with click fraud and its potential impact on your ad budget.
2. Monitor your ad campaigns closely to detect irregular click-through rates.
3. Utilize tools like Google Ads’ Click Fraud Report to identify patterns of suspicious activity.
4. Analyze IP addresses, time patterns and user behavior to spot fraudulent clicks.
5. Implement strong filters to block known malicious IP addresses.
6. Consider using click fraud prevention software for real-time detection and blocking.
7. Geo-target your ads to focus on genuine potential customers.
8. Review and refine your keyword list to target the right audience.
9. Use negative keywords to filter out irrelevant traffic.
10. Employ ad scheduling to target your audience during peak hours.
11. Stay updated on industry best practices and evolving click fraud tactics.
12. Continuously monitor the effectiveness of your preventive measures.
13. Adjust your ad campaigns to adapt to changing click fraud patterns.
14. Educate your team about click fraud and the importance of vigilance.
15. Maintain open communication with your ad platform provider and ask for their assistance in identifying and preventing click fraud.
16. Keep detailed records of suspicious activity and report them to the appropriate authorities or your ad platform provider.
17. Regularly assess the ROI of your ad campaigns to ensure that preventive measures are working effectively.
18. Fine-tune your ad budget allocation based on the insights gained from monitoring and analysis.
19. Consider consulting with experts in click fraud prevention for additional guidance.
20. Stay proactive and adaptive in your approach to click fraud prevention as new threats may emerge over time.

The post How To Detect and Prevent Click Fraud in 5 Simple Steps appeared first on Bruce Clay, Inc..

If you’re not doing digital advertising, you’re missing out on a huge opportunity to get in front of your target audience when they are looking for your offer. In this blog, I’ll explore common questions and basic concepts around digital advertising and share some examples.

• What is digital advertising? 
• When did digital advertising start?
• Why digital advertising is important
• Is digital advertising effective?
• What are digital advertising channels?
• Examples of digital advertising
• FAQ: How can digital advertising benefit my business?

What Is Digital Advertising?

Digital advertising is a strategy that promotes products, services, or other content online through digital ad networks. It is a highly effective method for businesses to reach their target audience with marketing messages.

When Did Digital Advertising Start?

In 1994, the first online banner ads appeared as part of the present-day “Wired” magazine’s digital marketing arm. One banner ad famously garnered a 44% click rate, which is astounding by today’s standards.

We’ve come a long way in more than 25 years. Analysts expect global advertising spend to hit $1 trillion in 2024 with digital ad spend in the U.S. alone growing to $217 billion in 2023.

Why Digital Advertising Is Important

Globally, internet users have increased from 413 million in 2000 to more than 3.4 billion by 2016. And that number continues to grow. Data shows that an average of 640,000 people go online for the first time daily.

Needless to say, your target market is online. Perhaps more than ever. Digital advertising is an important way to reach that market. It can be highly targeted, reaching only the people you want to reach (and not paying for wasted efforts).

Plus, you get access to data that shows you how effective your digital ad campaigns actually are. This is in contrast to traditional forms of advertising that are much harder to measure.

At the end of the day, a digital ad strategy is a key part of a business’s marketing strategy. This includes other channels like search engine optimization, social media marketing, etc.

Is Digital Advertising Effective?

Yes. Some digital advertising channels yield stellar results. For each dollar a business spends on search advertising, for example, the business gains about $11 dollars in return.

Aside from actual ROI, digital advertising is highly targeted and measurable, as mentioned earlier. So, compared to traditional ads, it’s a win for many businesses.

Each ad network, ad format, and industry/audience you are targeting will have different fees and yield different results. For example, the average cost per click for Facebook in 2020 was $0.39, and the average cost for Google search ads in 2020 was $2.69.

What Are Digital Advertising Channels?

There are several ways you can advertise online. Let’s look at the different advertising channels.

Search Advertising

Search advertising allows you to show your ads to people using search engines like Google and Bing and search for what you have to offer. Search ads include those found on the search results page and can include text ads from Google Shopping, Google Play and Google Maps. Search ads run on a pay-per-click model, where the advertiser pays when a person clicks on their ad.

Display Advertising

Display advertising lets you show your ads to your target audience as they browse relevant websites or apps. Display advertising includes graphics, text, or video ads and is typically a pay-per-click model. If, however, the display ad is a video, the fee structure can be based on everything from impressions to how many seconds of the video was watched.

Social Media Advertising

Social media advertising occurs within a social media platform and is a highly targeted way to reach your audience. Facebook, X (formerly Twitter), Instagram, Pinterest, LinkedIn — all major social media channels have an advertising program that any advertiser can join. Each social media platform charges for ads differently, including for clicks and impressions.

Video Advertising

Video advertising typically refers to ads created for YouTube or display advertising. YouTube advertising, for example, allows you to show your ads to your target market while they are on the YouTube platform. Since Google owns YouTube, you can also use YouTube video ads across its display ad network, as explained here.

According to Statista, when writing, social media ad spending tops the charts, followed by video ads, display ads and then paid search ads (aka search advertising).

(As a side note, we provide these services, so head to our SEM section to learn more!)

Examples of Digital Advertising

Each digital advertising channel offers different ad formats for advertisers. Let’s look at some of those now.

Search Ads

Search ads appear on a search engine results page (SERP) when someone searches for what a website offers. They can appear at the top, bottom, or side of the SERP. Depending on the ad format, they can be made up of text or images. For example, Google Shopping ads include images.

Here are examples of search ads that show up for the query “protein shakes,” including Google Shopping ads at the top:

Display Ads

Display ads are text, images, or videos on websites, apps, or even within email accounts (like Gmail). Many businesses use display ads to start generating interest before someone starts searching for what they have to offer. Display ads are also used to remarket those who have visited a business’s website or app.

Here’s an example of a display ad for supplements that shows up on a third-party recipe website:

Here’s an example of a display ad for Adobe in the form of a banner ad:

Native Ads

Native ads are designed to seamlessly integrate into the platform they show up on — so much so that sometimes they are not easily detected as ads. Native ads are often used on social media platforms but can also appear as recommended content on third-party websites.

Here is an example of a native ad on Facebook:

Here is an example of a native LinkedIn ad:

Video Ads

Video ads come in different formats, including:

• Skippable and non-skippable in-stream ads that play during a video.
• Bumper ads that can’t be skipped before, during, or after a video.
• Discovery video ads, which show up in YouTube search results, for example, and more.

As mentioned, you can also use video ads in the Google display network.

Here’s an example of a GoDaddy skippable in-stream ad that shows up for a search for squat lifts:

Here is another example of a video discovery ad to the right of a video on YouTube:

The categories mentioned here — search, display, native and video ads — are the most common ad formats. It’s worth noting that once you get into a specific advertising network, each will offer different ad formats, including those mentioned in this section.

Ready to take your digital advertising to the next level? Schedule a free consultation and let’s discuss how our SEO experts can help.

FAQ: How can digital advertising benefit my business?

Digital advertising can be an invaluable way of building your online presence, and here is an overview of its many advantages for you and your business.

Reach a Global Audience

Digital advertising allows your business to transcend geographical boundaries. With the right strategy, your message can reach potential customers worldwide, breaking down the limitations of traditional marketing methods.

Precise Targeting

Digital ads give advertisers a powerful way to target specific demographics, interests and behaviors. This precision ensures that your advertisements are shown to those most likely to convert into customers.

Cost-Effective

Digital advertising can often be more cost-effective than traditional channels like print or television ads, enabling you to allocate resources more efficiently with an improved budget.

Real-time Data Insights

Digital advertising provides instant access to data and analytics. Monitor campaign performance in real-time to make quick decisions and modify your strategy as soon as it occurs.

Improved ROI

Combining precise targeting with data-driven insights leads to higher returns. You can track the ROI of each ad to optimize your campaign and ensure maximum impact.

To take full advantage of its benefits, digital marketing must be understood as a solution tailored specifically for each business objective and target audience. The strategy should be tailored to business goals and target demographics for optimal performance.

Choosing the Right Platforms

Selecting the appropriate digital advertising platforms is crucial. Search engines, social media and display advertising offer unique strengths to their respective audiences.

Crafting Compelling Content

Content that resonates and engages your target audience is crucial for successful marketing campaigns. Focus on creating videos, images and compelling text copy that speaks directly to your target market.

A/B Testing

Regularly test different ad variations to identify what works best. A/B testing allows you to refine your messaging, imagery and calls to action for optimal results.

Ad Scheduling

Consider when your target audience is most active online and schedule your ads accordingly. Timing can significantly affect click-through rates and conversions.

Monitor and Adjust

Continuously monitor your campaign’s performance and adjust your strategy as needed. Make informed decisions by analyzing data and adapting marketing efforts accordingly.

Digital advertising can be an immensely practical and versatile marketing strategy. Understanding its benefits and devising an effective plan will allow your business to succeed more.

Step-by-Step Procedure

1. Assess your business goals and target audience.
2. Research and choose the most suitable digital advertising platforms.
3. Set a realistic budget for your digital advertising campaigns.
4. Develop engaging and relevant content for your advertisements.
5. Create multiple ad variations to perform A/B testing.
6. Schedule your ads to align with your audience’s online activity.
7. Launch your digital advertising campaigns.
8. Monitor campaign performance through analytics and tracking tools.
9. Analyze the data to identify areas for improvement.
10. Adjust your advertising strategy based on the insights gained.
11. Continuously optimize your campaigns for better results.
12. Regularly review your budget allocation and ROI.
13. Stay updated on industry trends and changes in digital advertising platforms.
14. Seek expert guidance or consult with professionals if needed.
15. Adapt your strategy to evolving customer preferences and behaviors.
16. Maintain a consistent and compelling online presence.
17. Social media and digital channels can help increase brand visibility.
18. Monitor and adapt to the strategies of competitors.
19. Build relationships with your audience via social media and other platforms.
20. Evaluate the effect of digital advertising on your company’s growth and success.

The post What Is Digital Advertising? (With Examples) appeared first on Bruce Clay, Inc..

Default advertising networks like Google and Facebook are great if you want to stick to the leaders and play it safe. But there are lots of other digital advertising channels where you can find your target audience.

Quora is an up-and-coming platform to watch, and we’ve successfully used it with clients as part of their marketing mix. Here’s the CMO’s guide to Quora Ads in under five minutes.

In this guide, I’ll cover:

• What is Quora?
• What is Quora Ads?
• How Quora Ads work
• Why use Quora Ads
• FAQ: How can I effectively utilize Quora Ads to reach my target audience?

What Is Quora?

Quora is a social Q&A platform. It allows people to ask questions and get answers from other Quora users, many of whom are professionals or otherwise experienced in the subject matter. The platform lets members upvote the answers to questions, and offers features like other social media.

Quora has more than 300 million monthly active users. To put this in context, Twitter has about 330 million monthly active users — though Twitter stopped reporting this metric in 2018.

Quora explains how the platform works:

Quora is organized around Topics, which are a series of questions anchored by a main keyword. When a user enters a search term on the site, a drop-down list of related Topics appears. Users can choose to follow Topics, which means related questions and answers will appear in the Quora news feed. Users can also write answers to questions when they have expertise to offer. Similar to how following works on Twitter, users can follow other users and profiles on Quora to receive notifications and see their content in news feed.

Unlike other user-generated Q&A sites, users on Quora create profiles based on their real identities. Quora has active moderation politics in place to ensure that discourse is civil, content quality is high, and people feel safe sharing their knowledge.

Here’s an infographic from Quora that gives the business opportunity at a glance:

What Is Quora Ads?

Quora Ads is Quora’s advertising arm.

Quora explains how advertising within the platform provides opportunity:

Over 300+ million people come to Quora every month to ask questions and read insightful answers. This includes people looking for reliable information about your company, products, competitors and industry. This gives advertisers the opportunity to influence people during the consideration phase of their purchase process. Quora is a unique, high-intent advertising platform, ideally suited to reach customers as they research a product or service.

Benefits include:

• A large base of monthly active users who are “highly educated and primarily live in West and East Coast metropolitan area.”
• On-brand targeting, as Quora promises that “your message will only appear alongside content that’s on par with your brand.”
• Lots of targeting options.

Quora Ads launched officially in 2017 and recently has been gaining ground among agencies and brands as a viable place to advertise. According to the 2019/2020 State of PPC report by Hanapin Marketing (now Brainlabs), brands and agencies are taking note.

For example, the 2018/2019 report found no agencies willing to pitch Quora Ads to clients. But that number rose to 20% in 2019/2020 report.

And, 14% of brands are investing in Quora Ads, according to the latest data. While this seems like small potatoes compared to Google, Facebook, and others, the opportunity for early adopters could pay off.

How Quora Ads Work

Quora Ads feels intuitive for anyone who’s worked with other digital advertising platforms like Google Ads. To set up a campaign, you choose a campaign objective and set the budget (minimum $5 daily to get started), ad schedule, targeting options, and bids (for clicks or impressions). Then you create an ad for Quora with a linked landing page where you’ll drive visitors.

Objectives for a campaign include:

• Traffic to your site
• Conversions on your website
• Downloads of your mobile app
• Awareness of your brand
• Lead generation

Targeting options include:

• Contextual targeting that shows ads that are relevant to certain topics, keywords and questions
• Audience targeting that matches an audience based on your web traffic; matches lookalike audiences based on an existing audience; or contacts based on an existing list
• Behavioral targeting that shows ads based on a person’s interests, keyword history or question history
• Broad targeting that shows ads widely across Quora
• Location targeting for states, cities, ZIP codes, etc.
• More targeting like device, gender, excluded questions and excluded audiences
• Quora digest email inclusion

Native ad types include text, image,s or promoted answers:

Here’s an example of a native image ad:

And here’s an example of a promoted answer within a user’s Quora feed:

Why Use Quora Ads

The nature of Quora leads to advertising that allows brands to build credibility as subject matter experts.

Besides branding, audience reach is another plus. People searching internally within Quora form a base, already a large population. But your audience may extend to Google searchers as well since Quora answers often rank in search engines organically.

So advertising on the platform is a way to reach a broad audience with high search intent — for a lot less than you’d probably pay for a Google ad.

Of course, you can view data from third-party studies like this one to see what types of results others have experienced. But there are far too many factors at play to generalize this type of data to every brand and campaign. If you’re interested in branching out with your advertising spend, Quora Ads is worth a try.

At Bruce Clay Inc. we offer PPC management services covering a variety of ad platforms. Contact us today to discuss your business’s marketing goals and get a free quote.

FAQ: How can I effectively utilize Quora Ads to reach my target audience?

Leveraging Quora Ads offers a unique opportunity to engage potential customers actively seeking information in your niche. To ensure your efforts yield maximum results, here are some expert strategies to consider:

1. Understand Your Audience:

Before delving into Quora Ads, conduct thorough research to understand your target audience’s preferences, pain points, and interests. This knowledge will guide your ad creation and targeting efforts.

2. Craft Compelling Content:

Develop ad content that addresses users’ queries effectively. Focus on providing value and solutions rather than a hard sell. This approach establishes your authority and encourages users to engage with your brand.

3. Precise Audience Targeting:

Utilize Quora’s targeting options to narrow your audience based on demographics, interests, and behavior. This precision ensures your ads are shown to the most relevant users.

4. Leverage Keyword Targeting:

Identify high-performing keywords related to your industry and incorporate them into your ad strategy. This increases the visibility of your ads in relevant discussions.

5. Engage Authentically:

Participate in discussions related to your niche to establish credibility. You can organically drive users to your ads and profile by offering insightful answers.

Transitioning seamlessly optimizing your Quora Ads is paramount:

6. A/B Testing:

Continuously test different ad formats, headlines, and visuals to identify what resonates best with your audience. Use this data to refine your campaigns over time.

7. Clear Call to Action (CTA):

Every ad should have a clear and compelling CTA that guides users on the desired action, whether visiting your website, signing up, or purchasing.

8. Monitor Performance:

Regularly analyze your campaign’s performance metrics. Identify which ads are generating the most clicks, conversions, and engagement. Adjust your strategy based on these insights.

9. Budget Allocation:

Allocate your budget wisely across different ad campaigns and target groups. Monitor which campaigns yield the best results and adjust your budget allocation accordingly.

10. Ad Creative Consistency:

Maintain a consistent visual and messaging style across your ads and landing pages. This fosters brand recognition and trust.

Now, let’s dive into the step-by-step procedure to utilize Quora Ads to reach your target audience effectively:

Step-by-Step Guide: Mastering Quora Ads for Target Audience Engagement

1. Audience Research: Identify your ideal customer profile and gather insights into their preferences, pain points, and behaviors.
2. Ad Creation: Craft compelling and informative ad content that addresses users’ questions and provides value.
3. Keyword Research: Identify relevant keywords users frequently search for on Quora.
4. Targeting Options: Choose demographic, interest-based, and behavioral targeting options provided by Quora Ads.
5. Keyword Targeting: Incorporate high-performing keywords into your ad strategy to enhance visibility.
6. Profile Optimization: Ensure your Quora profile is complete and portrays your brand as an authority in your niche.
7. Engagement: Participate in discussions and provide insightful answers to attract users to your profile and ads.
8. A/B Testing: Continuously test different ad variations to optimize performance.
9. Clear CTAs: Include clear and actionable CTAs in your ads.
10. Performance Monitoring: Regularly analyze ad metrics and adjust your strategy accordingly.
11. Budget Management: Allocate the budget based on campaign performance.
12. Visual and Messaging Consistency: Maintain consistent branding across all ad creatives.
13. Engage with Leads: Respond promptly to users who engage with your ads or ask questions.
14. Ad Placement: Experiment with ad placement within relevant discussions.
15. Ad Scheduling: Optimize ad scheduling to reach users at peak engagement times.
16. Landing Pages: Ensure your landing pages align with your ad content and provide a seamless user experience.
17. Conversion Tracking: Implement tracking to measure the effectiveness of your campaigns.
18. Refinement: Regularly refine your ads based on user feedback and performance data.
19. Competitor Analysis: Study your competitors’ strategies and identify opportunities for differentiation.
20. Continuous Learning: Stay updated with Quora’s advertising features and industry trends to adapt your strategy accordingly.

By following these steps, you’ll be well-equipped to harness the power of Quora Ads and effectively reach your target audience with compelling and relevant content. Remember, success on Quora requires a balance of expertise, authenticity, and consistent effort.

The post The CMO’s Guide to Quora Ads in Less Than 5 Minutes appeared first on Bruce Clay, Inc..

• What are PPC services?
• Why are PPC services important?
• How do you choose a PPC services vendor?
• FAQ: How can I make the most of Pay-Per-Click services for my business?

What Are Pay-Per-Click Services?

Pay-per-click (PPC) services help organizations manage their PPC advertising programs using a professional PPC or search engine marketing (SEM) expert. The overarching goal of these services is to help you get the best return on your advertising dollars.

PPC services apply to all online advertising platforms like Google and YouTube. But there are more.

Pay per click services can help you determine and reach the goals of your ad program, such as:

• Increased web traffic
• More leads
• Increased sales
• More in-store visits
• More phone calls
• Better brand awareness

A PPC service should also help determine which ad formats deliver the best results. They do this through a process of testing and analysis. These formats might include text ads, banner ads, mobile ads, YouTube-sponsored video ads, and product shopping ads (to name a handful).

Many businesses hire outside vendors even if they have an in-house PPC expert. PPC service providers may or may not be certified as experts in different advertising networks. The most common accreditations are Google Ads Partner and Microsoft Advertising certification.

Why Are Pay-Per-Click Services Important?

PPC services are important because running a successful PPC program isn’t easy. PPC advertising is a complex, full-time job. With the right PPC expert on your side, you’re better positioned to solve problems you’ll encounter and get a better return on ad spend.

The importance of managed pay-per-click services has grown along with the growth of digital advertising. eMarketer estimates that digital ad spending accounted for half of total media ad spend worldwide in 2019 and is estimated to reach $384.96 billion in 2020.

When it comes to pay-per-click ads, paid search captured 43.9% of total U.S. digital ad revenue, reaching $54.7 billion in 2019, according to the Interactive Advertising Bureau.

Example of PPC ads dominating the top of Google search results

Paid search presents a lot of opportunity for growth and also a lot of opportunity for wasted ad spend. Consider that some reports show that 61% of Google Ads spend is wasted. And some of the most expensive keywords in Google Ads are in the $50 per click range.

Without keeping a tight rein, you can blow through your budget fast.

How Do You Choose a Pay-Per-Click Services Vendor?

When hiring a PPC services provider, consider criteria like experience, reputation, approach, performance, and other marketing services they provide.

Advertising networks change rapidly; keeping up with those changes is a full-time job. As a result, many organizations find they get better results by working with a pay-per-click services vendor.

If you decide to hire, remember that you can choose how to structure your partnership. Some options include:

• A full-service PPC management program to manage all your PPC programs for you
• A PPC audit of current PPC campaigns to develop recommendations that either you or the vendor can implement
• Setting up a PPC program if you don’t already have one
• PPC training so your team can take it over at some point

As mentioned, there are several factors to consider when hiring a PPC services provider. Here are some to explore …

Experience

Steer clear of consultants that are getting started and agencies that have only recently added PPC services to their suite of offerings. Look for vendors that are recognized experts in the field.

Also, look at the experience level of individual team members. For example, here at Bruce Clay Inc., our SEM experts have no less than 10 years of experience in their field.

Also, as big as the Google Ads network is, it’s not the only ad network. So you want the consultant or vendor to have experience with different ad networks and formats.

The vendor should be skilled in ad strategies for different devices. After all, mobile now accounts for over half of search traffic worldwide.

Reputation

Look for a reputable company with a proven track record. Talk to your colleagues and look for the following trust signals:

• Google Partner status
• Microsoft Advertising certified professional
• BBB accreditation (in the U.S., or equivalent elsewhere)
• Solid list of previous or existing clients
• Positive online reviews and testimonials
• Active online presence

Approach

What is the vendor’s or consultant’s approach to PPC? For example, here at Bruce Clay Inc., we focus on cost-per-action (CPA) optimization management. This means maintaining your budget while lowering the cost for each click in proportion to the return on that item.

The person or team you hire should be able to clearly outline their approach to PPC services, like how we’ve done here on our PPC services page.

Goals and Performance

If the PPC services provider does little more than ask for your Google Ads login to get started, that’s a red flag. No one can deliver good pay-per-click services unless they understand your goals to start.

Likewise, you want to know how they will report on their progress in reaching your goals and also how responsive they will be along the way.

More Than Just Advertising Services

This qualification is more of a bonus. But choosing a vendor offering additional digital marketing services beyond pay-per-click can be helpful. After all, PPC does not exist in a bubble. All of your digital marketing services should work together towards common business goals.

That way, as your company grows, your existing vendor can continue to meet your needs. That’s better than having to hire an additional person or team and get them up to speed.

At the end of the day, for many companies, pay-per-click services are a necessity to compete and succeed in PPC advertising. So consider your long-term advertising and business goals, and decide what makes sense for you in terms of how you engage an SEM expert.

If you’d like to discuss how we can help you increase your targeted PPC traffic, conversions, and revenue, contact us for a no-obligation quote.

FAQ: How can I make the most of Pay-Per-Click services for my business?

Pay-Per-Click (PPC) advertising has proven to be an indispensable tool for businesses seeking to enhance their online visibility and generate qualified leads. Several key strategies should be considered to harness the potential of PPC services. First and foremost, meticulous keyword research is essential. Identifying relevant and high-performing keywords that align with your business offerings will improve the effectiveness of your campaigns. Moreover, employing long-tail keywords can help target specific customer segments, leading to higher conversion rates.

Crafting compelling ad copy is the next crucial step. Your ad content should resonate with your target audience and highlight your unique value propositions. An effective call-to-action encouraging users to complete specific actions can increase click-through rates. A/B testing will show which messages resonate most with your audience and enable you to fine-tune your approach.

Effective landing pages play an equally vital role in maximizing the impact of PPC campaigns. Make sure the landing page matches up with your ad and offers visitors an obvious path of action, whether they are making purchases online or filling out email forms. An uncluttered user-friendly design that quickly loads across desktop and mobile devices will enhance user experience and increase conversion rates.

An often overlooked aspect of PPC optimization is negative keyword management. Regularly reviewing and refining your list of negative keywords can prevent your ads from appearing in irrelevant searches, thus conserving your budget for more relevant clicks. Furthermore, staying updated with industry trends and adjusting your campaigns accordingly is vital. Platforms like Google Ads often introduce new features, and staying ahead of these changes can give you a competitive edge.

Making the most of Pay-Per-Click services involves a strategic approach encompassing keyword research, compelling ad copy, user-friendly landing pages, and vigilant campaign management. By employing these strategies and staying adaptable, businesses can leverage PPC advertising to its fullest potential, driving meaningful results and achieving their goals.

Step-by-Step Procedure: Maximizing the Impact of Pay-Per-Click Services for Your Business 

1. Keyword Research: Use tools like Google Keyword Planner and SEMrush to identify relevant, high-performing keywords.
2. Long-Tail Keywords: Incorporate long-tail keywords to target specific customer segments and improve conversion rates.
3. Compelling Ad Copy: Craft ad content that resonates with your target audience and highlights unique value propositions.
4. Call-to-Action: Include a clear and compelling call-to-action in your ad to drive user engagement.
5. A/B Testing: Test different ad variations to determine which messaging performs best with your audience.
6. Landing Page Alignment: Ensure your landing page aligns seamlessly with ad content and offers a clear user journey.
7. User-Friendly Design: Design clutter-free, mobile-responsive landing pages that load quickly for enhanced user experience.
8. Negative Keyword Management: Regularly review and refine your list of negative keywords to prevent ad placements in irrelevant searches.
9. Stay Updated: Keep track of industry trends and platform updates to adjust your campaigns accordingly.
10. Budget Management: Allocate your PPC budget wisely based on the performance of different keywords and ads.
11. Ad Extensions: Utilize ad extensions to provide additional information and encourage user engagement.
12. Geotargeting: Use geotargeting to reach audiences in specific geographic areas.
13. Quality Score: Improve Quality Scores by optimizing ad relevance, landing pages, and expected click-through rates.
14. Ad Scheduling: Schedule your ads to run during peak hours when your target audience is most active.
15. Competitor Analysis: Study competitor ads and strategies to identify opportunities for differentiation.
16. Remarketing: Implement remarketing campaigns to target users who have previously interacted with your website.
17. Conversion Tracking:  Set up conversion tracking to measure the effectiveness of your campaigns.
18. Ad Positioning: Experiment with different ad positions to find the optimal placement for maximum visibility.
19. Ad Budget Monitoring: Regularly monitor and adjust your ad budget based on performance metrics.
20. Continuous Optimization: Continuously analyze data, refine strategies, and adapt to changing market dynamics for ongoing success.

The post What Are PPC Services and Why Do You Need Them? appeared first on Bruce Clay, Inc..

Pay Per Click (PPC) is a potent strategy, leveraging paid advertisements to elevate businesses within search engine results.

Let’s delve into the intricacies of PPC campaigns, exploring campaign types tailored to diverse objectives, SEM/PPC methodologies and the vital role of PPC in heightening online visibility and driving sales.

• What is PPC? 
• What are the benefits of PPC?
• PPC campaign types to achieve your goals
• SEM/PPC methodology and opportunities
• FAQ: How can I leverage PPC campaigns to boost my business’s online visibility and drive sales?

What is PPC?

Pay Per Click (PPC) is a digital marketing strategy that utilizes paid advertisements to increase a business’s visibility in search engine results pages (SERPs).

PPC advertising allows you to reach audiences across many channels quickly. Advertisers bid on keywords related to their products or services, allowing their ads to appear above organic search results for those keywords.

It is also known as search engine marketing (SEM), and it is a highly effective way to improve a website’s ranking on search engines and attract qualified traffic to a business’s website, ultimately leading to increased brand awareness and sales.

PPC ads can appear at the top position on a search engine results page (SERP). They may be labeled in various ways**. These paid ads are ranked on a SERP based on an auction model that determines which ads will display and in which positions.

The PPC Experts at Bruce Clay:

• Write ad copy that will appear at the top of the SERP’s.
• Control the search result pages where your ads appear.
• Manage your ads for optimal performance, so that you don’t have to.

Read more about our PPC services and PPC management prices.

What Are the Benefits of PPC?

Investing in PPC can benefit your business in several ways:

• Instant Visibility: Because PPC ads can appear at the top of the SERP and other online platforms, your business can become visible almost immediately. PPC is a valuable tool if you’re a new business or promoting something that is time-sensitive. And, even if users don’t click on your ads, your brand is still visible to them.
• Target the Right Audience: PPC advertising allows you to reach your target audience and demographics, increasing the chances of converting them into customers.
• Budget Control: PPC can be budget-friendly — you can set daily or monthly spending limits, and you only pay when someone clicks on your ad. This gives you the freedom to manage your marketing/advertising expenses and measure ROI.
• Flexible: As your business needs and goals change, you can adjust your PPC ad campaign accordingly.

PPC Campaign Types to Achieve Your Goals

Paid search has evolved quite a bit to support all business objectives and goals. These may include sales, leads, website traffic, product or brand awareness, and mobile app promotion.

Types of paid search ad campaigns include:

• Google Ads
• Microsoft Ads
• YouTube Ads
• Google Shopping Ads
• Retargeting
• Quora Ads

Since each business is unique, we can help you create different campaign types that can achieve those goals. These may include:

• Search Network
• Display Network
• Shopping Campaign
• Video Campaign
• App Campaign

PPC is not limited to search ads — it can also include paid social media advertising such as:

• Facebook Ads
• Instagram Ads
• LinkedIn Ads
• Twitter Ads

Other examples of PPC marketing that can be used are:

• Retargeting Banner Ads
• Mobile Click-to-Call-Only Ads
• Local Map Search Ads
• YouTube Sponsored Video Ads
• E-commerce Product Shopping Ads

Bruce Clay Inc. is able to support your PPC marketing strategy and add value to your company’s domain. We work with you to manage your PPC efforts and maximize your website’s potential search traffic, conversions, and ROI. Our blog talks about what is SEM.

SEM / PPC Methodology and Opportunities

You need well-researched goals and an understanding of what opportunities and blocks exist today.

Advanced keyword research strategies coupled with analytics are foundational elements of our methodology.

Bruce Clay’s SEM/PPC services are more than just a keyword bidding solution. We identify themes and areas of concern and/or weakness. We focus on generating more targeted, less costly, converting traffic.

We offer you a complete PPC campaign management program and …

• Focus on the major PPC network providers to achieve the greatest market share gains and return on ad spend.
• Develop an ongoing custom online marketing strategy that supports new traffic.
• Define where to show your keyword-targeted ads geographically.
• Improve PPC-related quality scores and solidify existing rankings.
• Conduct a thorough PPC audit to calibrate, clean up, modify and expand existing PPC campaigns.
• Monitor results and make changes on an ongoing basis to enhance account performance.
• Research new and emerging technologies, trends and opportunities for market share expansion.

The goal is conversion, and that means obtaining the right traffic in all forms.

From setup to optimization, our PPC management program offers full service to help you maximize your business ROI.

Our program offers aggressive support with email and phone contact. Our dedicated program management staff keeps you informed with scheduled phone calls and email responses.

Premier PPC Program Services

• Take advantage of our PPC knowledge, SEO product expertise, and access to our proprietary tools and Google technology to create high-performing campaigns.
• From setup to optimization, our PPC management program is full-service management that helps you maximize your business ROI.
• Via our PPCToolSet, we present regular detailed performance data that provides insights into how your PPC campaigns are performing.
• Our Premier PPC Program offers aggressive support with email and phone contact when you have questions or simply want to better understand your campaign results. Our dedicated staff will keep you informed with weekly phone calls, rapid email responses, and proactive reporting.
• This program is enhanced management offered at an increase of 2% of spend per month in additional to the base program fee.

For more information regarding search engine marketing and optimization, check out our related blog post on What is SEM?

*Also known as Pay Per Search, PPC Marketing, PPC, Pay For Performance, Paid Search, Cost-Per-Click (CPC), Search Advertising, Paid Search Marketing

**You may see paid ads labeled: Ads, Paid Listings, Sponsored Links, Sponsored Listings, or Featured Listings, but they all deliver paid search results.

FAQ: How can I leverage PPC campaigns to boost my business online visibility and drive sales?

Pay-Per-Click (PPC) advertising is a powerful tool for businesses seeking to expand their online presence and increase revenue. To effectively leverage PPC campaigns, follow these expert insights.

Crafting compelling ad copy is paramount. Your text should resonate with your target audience, highlighting your unique value proposition. Conduct thorough keyword research to ensure you’re targeting relevant terms that potential customers are actively searching for.

Precise targeting is crucial. Define your audience based on demographics, interests and online behaviors. This approach ensures that your ads are shown to users who are most likely to engage and convert. You’ll make the most of your ad budget by narrowing your focus.

Continuously monitor and refine your campaigns. Analyze performance metrics such as click-through rate (CTR), conversion rate and cost per conversion to gain valuable insight into the effectiveness and efficiency of your campaigns and allow you to make data-driven adjustments.

Optimize your landing pages for conversions. A well-designed landing page with a clear call to action can significantly impact your campaign’s success. Ensure the landing page is relevant to the ad, easy to navigate and optimized for mobile devices.

Leverage retargeting to re-engage potential customers. People often need multiple touchpoints before making a purchase decision. By showing tailored ads to users who have previously visited your site, you can increase the likelihood of conversion.

The potential of PPC campaigns to elevate your online visibility and drive sales is undeniable. Craft compelling ad copy, target your audience precisely and monitor campaign performance closely. By optimizing landing pages and implementing retargeting strategies, you’ll create a holistic approach that maximizes your ROI and propels your business forward.

Step-by-Step Procedure: Leveraging PPC Campaigns for Business Growth

1. Define Goals: Clearly outline your objectives, whether it’s increasing sales, website traffic, or brand awareness.
2. Keyword Research: Use tools like SEOToolSet®, Google Keyword Planner or SEMrush to identify relevant keywords.
3. Create Ad Groups: Organize keywords into themed ads for focused targeting.
4. Craft Compelling Ad Copy: Write engaging, concise ad copy highlighting benefits and a clear call to action.
5. Choose Landing Pages: Design landing pages that align with ad content and encourage conversions.
6. Set Budget: Allocate a budget that aligns with your goals and monitor spending closely.
7. Select Targeting Options: Define your target audience based on demographics, location, interests and behaviors.
8. Monitor Performance: Track key metrics such as CTR, conversion rate and quality score.
9. Adjust and Optimize: Regularly refine campaigns based on performance data.
10. Implement A/B Testing: Test different ad variations, keywords and landing pages to identify top-performing elements.
11. Utilize Ad Extensions: Enhance ads with extensions like site links, callouts and structured snippets.
12. Implement Retargeting: Set up retargeting campaigns to engage users who previously interacted with your site.
13. Analyze Conversion Paths: Understand the user journey and make improvements to enhance conversion rates.
14. Geo-Targeting: Use location targeting to reach audiences in specific regions.
15. Mobile Optimization: Ensure ads and landing pages are mobile-friendly for a seamless user experience.
16. Budget Reallocation: Adjust budgets based on the performance of different campaigns and ad groups.
17. Stay Updated: Stay informed about PPC trends and platform updates for continuous improvement.
18. Refine and Scale: Build upon successful campaigns, expand to new platforms and refine your strategy iteratively.

By following this comprehensive procedure, you’ll harness the full potential of PPC campaigns to amplify your business’s online visibility and drive substantial sales growth.

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