Do you have a Pay Per Click (PPC) advertising campaign? Are you paying too much for clicks? According to Jupiter Research, the average click price jumped from $0.26 in 2003 to $0.29 in 2004 and $0.47 in 2009. And that’s only the price for an average keyword. How much more for a more coveted keyword? The cost of Pay Per Click advertising is evidently on the rise.

The price for the top spot on Overture.com for “data recovery” is currently $4.30 each click. Google displays an average cost per click of $9.10 for that keyword. For a single click, that’s quite expensive. But do you get what you’re paying for. If you have proper PPC management with the right PPC management company, there’s a big chance you would.

In the world of Pay Per Click advertising however, there are the so-called bogus clickers who click on your PPC ads without the real intention of buying your product, but still results in you having to spend for that click; and there are a lot of them out there. This practice of skewing PPC advertising data by producing illegitimate hits is click fraud. Some statistics claim that as much as 50% of PPC advertising in some competitive categories could be the product of click fraud.

“John Squire, vice president for product marketing for Coremetrics, which provides consulting and Web analysis for online merchants like Eddie Bauer, OfficeMax and CompUSA, estimated that the company’s clients were spending about $10 million a year on fraudulent clicks. That is, they are spending about $10 million on consumers that are not there.”

Click fraud is done by traffic affiliate partners of PPC search engines who make a commission on paid clicks generated by their website visitors and by competitors who want to decrease the effectiveness of your PPC campaign. Some of them even hire human clickers or use automated programs that click on paid listings for them.

Knowing this, although you would quickly get visitors to your website this way, Pay Per Click advertising should not be your only means of getting targeted traffic to your website. It’s important that you constantly monitor your PPC advertising campaign to make sure that everything is going on as planned. Your PPC management company has a team of experts to effectively do this for your campaign and a whole lot more. Bear in mind that you don’t have to pay much jmore than you have to for a successful PPC advertising campaign; but it all begins with proper PPC management with the right kind of people.

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