How to Audit Pay-Per-Click (PPC) Advertising
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The first technique that all websites using PPC to advertise should use is TRACKING URL's. This technique is recommended by virtually all PPC providers to monitor what keyword phrases are producing visitors. Tracking URL's are easily implemented when setting up pay-per-click campaigns and is accomplished by appending a code to the end of your landing page address in your campaign management area. Those codes look something like the following: http://www.yourdomain.com/ ?referrer=Google This information from your traffic statistics proves which visitors clicked on your PPC ads.
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Report suspicious increases in clickthroughs for previously low performing keyword phrases to your PPC provider. Increased clicks can raise a red flag to warn you of click fraud.
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Watch for returning visits from a single IP address appearing over and over in your server logs, statistic software or traffic monitoring service. Be sure to use methods that allow you to track those IP addresses over time. Some software assigns cookies to returning visitors that originate from PPC ads. Unfortunately, some hosting services assign IP addresses to blocks of customers and this method is not entirely reliable. Most PPC providers maintain lists of known click fraud IP addresses.
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Record the keyword, related URL of ad, Suspicious IP address, date and times to present to your PPC provider for possible refunds of your cost for advertising related to fraudulent clicks. Send your provider raw logs or reports generated by your traffic monitoring service showing this information.
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Consider shutting off the “Content” ads when your provider allows that option as those ads have proven to offer lower return on investment on your PPC spending. This will allow you to see if clickthroughs originated from content ads rather than ad network ads.
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Consider use of click fraud detection and warning software frequently included as part of bid management and web analytics software or services. If you advertising budget is losing more than the cost of such detection software or services, it may be worth implementing for your PPC campaign.
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