Tags – Ad Fraud; Fake Website Clicks
Have you been keeping an eye on your Google Analytics?
Have you seen an increase in the number of people clicking on your website?
That is good news, but have you wondered where these people are coming from?
SEO and PPC
With SEO, things are quite simple: you try to rank for specific keywords that people search for, and if you rank high enough, chances are that people will click through.
On the other hand, with PPC, things are slightly more complicated.
If you are running ads through any search engines or monetisation partners, the level of control you have over who clicks through is varied. And this can quickly become a problem for your branding.
What if your services are being shown on platforms that you don’t want to be associated with?
And even if you are spending that money, and people are coming through, is it increasing your revenue?
J.P. Morgan, AirBnB, and Uber
In most cases, more people means more chances of doing business.
However, we have had 2 high profile cases recently where mega businesses have chosen to cut out their PPC campaigns by significant amounts, and it has not had any impact on their revenue.
J.P. Morgan slashed its marketing spend on website placements by 90% while AirBnB went 80% lower.
But more worryingly, Uber recently won a case against a firm that was generating false ad clicks, and placing the company on websites with sexual content.
Sadly, this practice is quite common in the ad placement businesses.
Ad Fraud
When was the last time you knowingly clicked on an ad?
Chances are you may have never done it.
In fact, most people hate even seeing an ad, let alone clicking on it.
So, how do companies blow so much money on website ad placements? Who are the people clicking on them?
The simple answer is: a large percentage of these clicks are dubious.
To give you some context, it is quite common to get ad approval for a website, and then setup bots that will visit and click on ads in a manner that can resemble normal behaviour.
Of course, this does not lead to any more sales. Yet, the company being advertised has to pay the price.
And the worst part is: there is no solution to differentiate between real and fake clicks. So, you might be getting happy for more traffic coming to your website, but in reality, you are worse off than where you started.
The Solution
The truth of the matter is: no matter how much we develop solutions for these kinds of problems, the bad side finds new ways.
You may even cut out every form of digital communication, but the physical world is no better either: you may be printing flyers that never get read and end up in the bin.
This is where SEO trumps.
You know someone is clicking when you are ranking for a keyword because you know that you are trying to sell a solution to a problem that people searched for.
And that’s just one way to get real clicks.
In this video, we share 10 ways you can increase traffic to your website, without hurting any other traffic you have been getting, and, perhaps more importantly, without damaging your brand.
To learn more, get in touch with us today.
In the meantime, please check our SEO services.
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