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SEARCH ENGINE TRICKS

A Hard Look at PPC, Click Fraud and the Alternatives
By: Bill Platt
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    2007-10-24

    Table of Contents:
  • A Hard Look at PPC, Click Fraud and the Alternatives
  • There are four...
  • Believe it or...
  • If the experts...
  • The Independent Search...
  • ColdFront Network...

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    A Hard Look at PPC, Click Fraud and the Alternatives - If the experts...


    (Page 4 of 6 )

    THE UNSEEN COSTS OF THE PAY-PER-CLICK SEARCH GAME

    If the experts are correct in estimating that 25% of all clicks are fraudulent, then you are paying out 33% more than you should have to pay to get your business.

    If you are converting PPCSE clicks-to-sales at a rate of $20 per transaction, then you should be aware that your actual conversion rate for non-PPCSE advertising would cost you an average of $15 per transaction. By escaping the pay-per-click search engine model, you could in effect make an additional $5 per transaction by cutting the fraud out of your marketing budget.

    Personally, I would rather not pay the pay-per-click mafia the $5 a transaction that they are exacting against pay-per-click advertisers.

    WHERE MY ADVERTISING MONEY WORKS BEST

    I have always gained the best bang for my buck with pay-for-placement advertising. In a nutshell, I pay a monthly, quarterly or yearly fee to have my advertising seen on various websites. Banner advertising is always an option, but text links provide better click-through rates (CTR's).

    At any one time, you can find links to my websites on dozens of other websites.

    Here are a few examples of pay-for-placement, often referred to as "paid inclusion", advertising networks:

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