Google Pay Per Click (PPC) is a well known term in the internet marketing world. Pay-per-click is essentially an internet marketing model whereby an advertiser only pays a publisher if the ad is viewed. The publisher, on the other hand, is only charged every time a visitor clicks on the link. In essence, the publisher gets paid only when someone actually clicks on the ad and visits the relevant website. Google is one of the largest search engines in the world and with the Pay Per Click model, they are able to significantly increase their revenue.
There are several factors which affect a website’s performance in this model. For instance, there is a discount that a webmaster can provide to their clients to improve the website’s performance. When the number of visitors coming to a website is reduced, the website is said to be in low competition. Google, like most other search engines, use an affiliate program called “Quid Pro” to determine the rates that contractors will be paid for a project based upon how many of these ads a contractor bids for a given keyword.
Other factors that affect how well a website performs include the quality of content, which in turn decides how much a contractor will be paid. Google, like all other search engines, uses a “spider” to scan each website and rate its relevance and importance to a user. The more relevant the content, the more likely it is that a user searching online for relevant information will find your website and result in a successful click through. Google has developed its own in-house tool called the “Google Refine Tool” to help website owners with this process of keyword creation and display ad creation.
When a campaign is launched, Google will also notify the advertiser of its results. This can either be a notification sent by email or through the use of another interface such as the “Advertising” section on the Google Webmaster Tools website. A webmaster can choose to use the “GA” (Get Started) link in order to directly initiate their own marketing campaign. However, if a webmaster instead prefers to use the “Google Sitemaps”, they are also permitted to initiate their own pay per click management services through the use of the same portal.
As stated at the beginning of this article, a successful campaign starts with an effective display network. This can be completed by researching each different provider carefully, finding which offers the best options for your needs, and then carefully reviewing all agreements before submitting an application. Some providers charge a nominal annual fee for this service. Other pay per click management programs such as AdWords, do not require a contract to sign up for the service. The bottom line when contracting with a display network such as Google is to make sure that whatever display network you decide to work with, it offers the features that will allow you to successfully launch your campaign without having to worry about missing deadlines and/or payments due to problems such as inaccurate dates.
Once a provider allows display advertising, it is important for them to manage their pay per click campaigns. Display networks such as Google AdWords require a constant monitoring of the campaigns. If the ad campaigns are not being managed properly, it can have a negative impact on a business’ bottom line. When a display network handles the Google pay per click management program, they are doing so as a third party. Due to this, it is extremely important that any problems regarding advertisements be brought to the attention of the display network management team.
One of the biggest problems that many businesses encounter with Google’s pay per click management program is fraud. Google monitors each click individually in order to catch anyone attempting to defraud the system. If caught, the account holder will have their account banned from using pay per click services through Google. This is something that all webmasters should be aware of. If an advertiser is attempting to defraud Google, they should immediately remove the advertisements and contact Google to report the issue.
Another big issue regarding Google’s pay per click management program is fraud using text links. These are often placed beside websites that contain products or links to other sites. If a website containing ads containing a text link is clicked by a visitor, the person will not go to that other website, but will go to the site containing the real content. This can result in the misuse of credits and in some cases, the use of bots.
As seen above, it is extremely important for webmasters to report any irregularities they may notice. Doing so will help prevent the misuse of credits and may stop fraud from taking place. Google will investigate any complaints they receive and will take action if warranted. The best way for a webmaster to avoid being accused of fraud or misuse of clicks is to carefully monitor and record every single click their site receives. Doing so will help Google identify any irregularities or misuse of clicks that it may have been tracking. Doing so will allow a webmaster to improve their site’s Click fraud ratio and ultimately improve their overall revenue.