The Reciprocal Consulting Blog

A few years ago, if you wanted to advertise using a pay-per-click model, you either had to go with Google or opt for one of the smaller search engines, pay less, and get less traffic. In fact, that wasn’t too long ago. But now, Facebook advertising is growing at a very rapid pace and seems to be threatening Google’s dominance. One thing that could tip the balance for advertising is real-time advertising.

According to AdAge, Facebook has started experimenting with real-time PPC ads.

It works like this: You post a status update that says, “I love peanut butter sandwiches.” In that instant, an ad appears on your wall promoting peanut butter. Maybe it’s Jif, maybe it’s Peter Pan, but you know it’s peanut butter. Would you click the ad?

I’m guessing that many users would click the ad – probably enough to make it worthwhile to advertisers to spend money on real-time advertising.

The article doesn’t say whether real-time ads would cost more than regular PPC ads, but if the value is there, it might be worth paying more. Virtually anything can be promoted in real time just based on users’ posting habits. This takes PPC advertising to a new level and it could push Facebook ahead of Google as the preferred PPC provider.

Did you know you can try out PPC advertising with a no-risk account? It’s true. Try it out today and you can get a $100 coupon – for FREE.

Click the link above and fill out the form on the right hand side of the page. Your PPC campaign can be managed by Internet marketers with years of experience in PPC management. It’s a no-risk plan for getting started in what could be one of the most profitable ways of marketing online in fifteen years.

Kick your PPC campaign off with some basic keyword research. We’ll search and find the best keywords for your business based on your landing page, your goals, your competition, and past marketing initiatives.

With PPC marketing, you can test your keywords before you use them in your organic marketing. It’s a great way to test new keywords and keyword groups. Why spend countless hours building landing pages and promoting them through social media and articles when you aren’t 100% confident of the keywords you are using? You can be confident in less than 24 hours just by testing them in PPC ads.

Get your free coupon for $100 of PPC advertising right now. Click the link and fill out the form.

There are many businesses that are not aware that pay per click advertising can be run internationally. Back in December, Google released a new website that could make life for businesses looking to expand internationally a whole lot easier. The appropriately named Google Ads for Global Advertisers website acts as a central hub for all of the tools required to run successful international campaigns.

Of special interest to advertisers with only a little experience with international markets is a new tool, the Global Market Finder.  This tool has the potential wow factor for those advertisers who may at least be exploring international options. Enter your keyword and the new tool will automatically translate it into 56 different languages, and then use Google search data to determine which countries have a high demand for that keyword.

As with other Google tools, you can see the search trend data, what competition there is, and the estimated price for your keywords. For many businesses, you may find that trading internationally has a lower cost per click while delivering similar conversion rates – the difference being either more profit, or more funds to up your keyword bid price locally.

There are a lot of businesses that could possibly investigate including overseas trade in their business development program. Google’s new website will certainly make life a little easier when it comes to research. The only concern I have is the use of translation software, especially for those looking to target two or three word keyword phrases.  Translation software can often make a real meal of these translations, often with interesting results. Before proceeding with a pay per click campaign in another language, check on the translation first – just to be on the safe side. Have you ever considered expanding internationally? For many businesses, there is a whole new marketing waiting for them.

A post on Search Engine Journal highlights some of the problems that face businesses when it comes to pay per click marketing. There are several good points made in the post, particularly when it comes to who you hire to manage your pay per click marketing campaigns. The difficulty faced by management is that pay per click is so foreign to them, but they have trouble understanding some of the analytics presented to them.

The management of pay per click marketing should be seen as a professional service. Managers often know little of accounting or legal matters, so they hire professionals to look after those areas of their business. The Internet should be seen in the same light. When hiring a professional organization to manage any of your online activities, you should apply the same due diligence you would show to an accounting or legal firm.

One of the points the post on Search Engine Journal highlighted was that of basic dishonesty - to quote from the post:

Many businesses larger and small don’t ask enough questions from their paid search person/company. Many companies hide what your CPC and CPA is and therefore you will never really know if your PPC is cost effective.

I tend to take issue with the first sentence in that it assumes that most paid search companies aren’t professional. How closely do you quiz your accountant, attorney, or any other professional service provider? That’s not to say you shouldn’t quiz them at times, especially when it comes to determining budgets and the effectiveness of the campaigns. It does come back to due diligence and ensuring you hire experienced and well recognized pay per click management companies.

The one area where we are in total agreement with the Search Engine Journal post is that paid search, when done correctly, can increase sales markedly. When an email marketing campaign is used to follow up sales, repeat business tends to be driven to greater heights. Paid search can be profitable; just be sure the people who are controlling your paid search are professional, experienced, and well respected in the industry.

2010 will go down in history for a number of reasons and one that stands out for many online marketers is the dethroning of Google by Facebook. Almost 9% of all US traffic visits Facebook. That’s a lot of traffic in one place and you would think a blessing for online marketers. No one would blame you for seriously considering Facebook’s advertising feature as well. Surely you could gain a decent stream of traffic to your web site?

If there is one disappointment related to Facebook, then it would have to be its advertising. They don’t appear to have got it right just yet, and while pay per click is cost free if there are no clicks, there are other certain aspects that concern me. Facebook is not alone – to date, social media has not been a great place to advertise. Let’s face it, most people visit sites like Facebook because they want to socialize, not view advertisements.

So where is Facebook failing? There are a number of areas that Facebook need to work at. The first, and perhaps most important, is that you cannot truly target your ads. In fact, you are limited to profile information such as location, age, and interests. It would be nice if advertisements could be targeted based on content – this would make them more relevant to the user, and more likely to receive a click.

One area that has concerned me for a while, to the point of annoying me, is that ads are repeated, especially if you click on one of them. I do click on ads when doing research, or if curiosity gets me. I notice those ads appear far more frequently than most others. In my mind, this is one way to really annoy users, especially if they have clicked through and become a customer. The last thing they want to see is the same ad appearing day after day.

When it comes to advertising, Facebook is still learning, still fine tuning, and still trying to find a ‘fit’ that will work with their users and advertisers alike. Until they do get it right, by all means do your research, but be well aware of its limitations as a pay per click option.

Pay per click advertising can be an expensive process if not undertaken correctly. The problem is, most people are excellent at running their business, sourcing or creating products, identifying target markets, and perhaps even identifying suitable keywords. However, when it comes to optimizing their pay per click campaigns, it all becomes foreign territory. That’s the time to call in a team of professionals who can manage your pay per click campaigns. The end result should be a significant increase in traffic and with it a significant increase in sales. More importantly, it should be cost effective and therefore also increase profits.

The problem then is selecting the most appropriate business to manage your pay per click  campaigns. Here is a guide that may help you determine the most appropriate people to help you:

Training – Will your campaign be led by a Google Certified Analyst? These are individuals trained specifically to deal with the intricacies of Google Adwords. Just as importantly, they have experience running these campaigns successfully.

Team – It’s a team and not just one person. If you employ one person, you are at their whims and human needs and fallibility’s. Holidays and illness means they may not be available when needed. And, yes, everyone is fallible – so this is where a team effort works best. There is always someone available when needed and teams tend to cross check each member’s work, thus reducing human error.

Communication – Can you easily communicate with someone from your team. With communication comes comfort – do you feel comfortable talking to them – sometimes, it’s a good idea to trust your gut reaction.

Contracts – Are you forced to sign on the dotted line for six or twelve months no matter what? Contracts should, where they exist, allow you an out after the first month. A management team is going to ensure everything runs smoothly if they know the renewal is on a month-to-month basis. A 12 month contract allows a lot of slack time and a poor performance to creep in.

Honesty – This is the hardest since I am not talking about fraud for, example. Is your management team honest in their discussions with you. If they feel the keywords are wrong, do they tell you, or do they plow on regardless – and then blame you for the poor choice of keywords? Being honest and upfront and telling it like it is can save you a lot of wasted time and money.

They are just a few areas that you should consider when looking to engage a pay per click management team. Get the right management team and your business will see a real surge in results. Get it wrong and you will see a steady flow of cash walking out the door – with nothing to show for it.

One of the biggest mistakes that new business entrants make in the pay per click market is impatience. They build a site, then, often with the aid of a free $50 or more Adwords offer, start a pay per click campaign. Unfortunately, pay per click does not run like a normal newspaper classified ads. Each of the search engine pay per click markets publish ads based on a score given to each ad – Google, for example, calls theirs a quality score.

Some of the factors that go into a quality score include click through rates, page quality, ad relevance, geographic terms, and landing page load times. Each search engine has their own secret formula for determining this quality score. The exact formula for them determining an ad’s placement is not known, but it could be as simple as your bid value times your quality score.

With that formula in mind, you can see that a high quality score can outrank another ad, even though the bid price is lower.  There are other benefits to a high quality score including:

• more clicks for the same budget
• higher placement leading to a higher click through rate
• lower costs for better quality keywords
• better conversions

The last comes, not so much because of your quality score, but because of the work put into your site to gain that quality score. For example, creating a better, faster and more relevant landing page should lead to more conversions when compared to a click just landing on a home page.

For new business owners, it is far more prudent to wait a little longer, to develop a top quality landing page, and to then use any free offers to test out a small range of keywords. If they attract clicks and conversions, you will be on the road to earning an income which you can then use to extend your campaign. Use the approach I outlined in the first paragraph, and you will find your free offer gone with little or no conversions and probably a bad taste in the mouth over pay per click.

Can you have too much exposure in a set of search results? It’s an interesting phenomenon and most businesses would answer no. Yet I know from my own experience from using search that there have been times when I have felt a little overwhelmed by the results. Let me explain a little further.

Every business wants to rank number one in search results – that’s the general principle behind search engine optimization. For some businesses, that has come relatively easy. In fact, the businesses that dominate the front page of Google, for example. Enter Coca-Cola as a search term and check the results:

• Coca-Cola pay per click ad on top
• Coca-Cola.com at one and two in search results
• Wikipedia entry
• the Coca-Cola company site
• Coca-Cola images

Apart from the Wikipedia entry, that’s total domination of the front page above the fold. For branding purposes, it’s great for Coke.  If I was researching this brand, my only options would be Wikipedia, to dig down a page or two in the search results, or (Google’s preference) redefine my search term. Of course, this is a brand name and you would expect a strong presence in those results.

Change the search term to just ‘cola’ and Coke still has a strong showing on page one above the fold, including a pay-per-click listing. Is that too much exposure? There are two ways to look at this. First – you are suffocating your competitors and not giving them an inch. A marketer’s dream. The second is that overexposure can harm a business and that a little competition is healthy.

What do you think? Should you aim for the ultimate total domination of the search results, or could that lead to overexposure and eventually harm your business? Would that pay per click budget then be better spent targeting keywords that you don’t rank so highly with in organic search results?

All to often we take a very black and white view of things. If a product sells for a $100 with a $50 profit, and we know pay per click conversions run at 10% (for arguments sake), we can then determine what the maximum cost per click is to stay in profit. But what if your product sells for $20 and the cost per click is $17-$18 (or more) – should you stay in the market?

If you take the black and white approach, then most definitely not. Fortunately, we don’t live in a black and white world, it is in fact brightly colored. So too is pay per click. There are times when paying those high prices may make extremely good business sense – in fact, you may need to if you want to stay in business. Cost per click and cost per sale are not the issue – what you should be determining is the cost per customer over the lifetime of their patronage.

If your business is trading in consumables, or products that customers are always coming back to, then your aim with high cost pay per click is not so much to convert to sales (although that is nice). Your aim is to capture an audience that you can retarget time after time for repeated sales. Email marketing is ideal as is social media marketing. Being able to capture their email address and to have them follow you on Facebook and Twitter is the ideal. A perfect sign up form should now include all three options in one.

High cost pay per click marketing is popular across many niches. Jesse Laffen has an interesting post that is worth following up on related to this issue. Just because the costs are high in pay per click marketing doesn’t mean you can’t make a profit – you just have to measure those costs across extended data.

There are many businesses that have foregone organic search and social media marketing so they can concentrate on pay per click advertising on its own. And they are doing it successfully. There are pluses and minuses to this approach, and one of the biggest minuses is cost. However, well managed, it is possible. Let’s look at some of the advantages.

Content – you don’t have to continuously generate content to stay on top of organic search results. You can create a website that is very tight and that is designed purely to produce results.

Targeted Traffic – the traffic that is arriving on your site is there because they are looking for what you have to offer. Targeted traffic is everyone’s goal; pay per click is one of the best sources.

Costs - while pay per click can be expensive, those costs are tightly controllable. You can set tight budgets, put limits on your costs per click and even control how much traffic is arriving on your website each day.

Control – you have more control over your business. You will have a reasonable idea how much traffic is coming in each day, what the conversion rate is, and in some cases, how much stock you need in reserve. Organic search can be all over the place when it comes to traffic numbers and conversion rates.

While some businesses are highly successful using pay per click advertising alone, it’s not for everyone. To be successful you need a well designed website, good landing pages that convert well, and a good selection of converting keywords. Most importantly, you need good products or services that have profit margins that make pay per click a profitable option. What many of these businesses do have in common is a team of pay per click experts helping them achieve their goals.

How many keywords is enough for your SEO or PPC campaign? The truth is, you can never have enough keywords. How you use your keywords is far more important than how many keywords you have.

When it comes to SEO, the more keywords you have the more opportunities you have to capture rankings for those keywords. You figure you have two chances to rank for the same keyword on the same website at Google and once or twice at Bing. If you have a 1,000 keyword list then that gives you about 4,000 chances to rank for those keywords with a 1,000-page website.

With PPC it’s a little different. Pay per click campaigns operate best with tight keyword groups. If you group your keywords effectively and write good ads that lead clickers to well-optimized and conversion-ready landing pages then you should have a profitable marketing plan. The more keywords you have in your arsenal the better your chances of reaching that goal.

But pay per click advertising and search engine marketing effectiveness depend on your use of the keywords you have. Your SEO efforts will be greatly improved if you have a good army of keywords.

Don’t get wrapped around the axle on numbers, just find good keywords.

Pay per click marketing, particularly through Google Adwords, has been the backbone search marketing for a good decade now. One of the limitations has been that each ad unit could only have one link. Earlier this year Google made changes to Adwords that allowed advertisers to include an additional four site links in their ad units.

For many businesses, these additional site links have been a real boost. Rather than advertise one product, you could effectively advertise five products. If you sold hard drives for example, and your ad unit promoted and pointed to Western Digital hard drives on your site, your additional site links might point to sales pages on Seagate, Maxell,  Maxtor or Samsung hard drives.

The concept is sound and as you can see from the above example, is more likely to increase click through rates than decrease them.  If you can convert those clicks to sales and similar rates then your sales and profits will most likely improve as well. For many businesses in that situation, undertaking a split test of ad units with and without site links could be a worthwhile experience.

As with everything in life, there is also a downside to site links. They are not for every business and need to be used wisely. If you are heavily promoting one product or service, the last thing you should be doing is diluting that traffic away from your featured product. More importantly, using site links because you can could be highly counterproductive and result in falling click through rates and falling sales.

Split testing is the key to success when making any changes to a marketing campaign, more so if it is proving to be successful. Site links do exist in Google Adwords, and if you sell a range of products then, used wisely,  they could be beneficial to your business.

There has been an interesting change in the way local search results are being displayed in Google. Rather than a seven pack with map followed by organic listings, the seven pack has been taken out the frame and listed in a similar fashion to organic search results. The map has been moved to the sidebar pushing Sponsored Links down the page.

Having conducted numerous tests, the question now is whether or not a business still needs Google’s pay per click sponsored ads. There are points for and against and your decision will depend on your advertising motives. Let’s consider some of  those points:

Points Against Pay Per Click in Local Search

The way local results are now being displayed, it is quite normal now for a business to have two free listings in search. The first listing is in the local search results and includes a link to your web site and a link to your Places page along with a Google map placeholder. The second listing could be located below the local search results depending, of course, on your search ranking for that key term.

If your paid listing is not ranked in the first three then it could be pushed down into the side bar listings. These now appear almost below the fold – not exactly a highly clickable location. This could result in a large drop in click-through rates.

Points for Pay Per Click in Local Search

Following on from point one in the arguments against, if your site ranks highly in search results, ranks highly in local search, and ranks in the top three for paid search then you could see your site (and brand) listed three times in a search results page. This may well increase click-through rates in both organic and paid search listings. That amount of exposure can also be good for branding purposes.

What will be interesting to see is the feedback from local businesses. Those that are not bidding for positions 1-3 may see a drop in click-through rates. Those that are bidding for those positions may well see a rise in those same stats. If that does become the situation, you will probably see those positions becoming more competitive, and more expensive. Have you noticed a change in your click-through rates?

Local businesses are currently in the midst of a minor (r)evolution in search with local search receiving a lot of special attention from the search engines. Google have upped the ante somewhat with their rebadged Google Places offering small businesses more features on what seems a weekly basis. One feature that is being trialled certainly has a catchy name – Google Boost.

Although currently only being trialled in San Francisco, Houston and Chicago, it has appeal and should prove to be popular with small businesses, especially if they are already involved with pay per click marketing. So what is Boost?

As you may have guessed already, Google Boost is a pay per click option for local businesses. Rather than going through Adwords to establish an ad unit, business owners can log into their Google Places account and set up an ad through their dashboard. The ads are easy to set up requiring just a short business description and a monthly spend budget. Google Places does the rest. I have not found any reference for the need of an Adwords account either, so businesses may be able to trial pay per click marketing without going through the steps needed for an Adwords account.

Like all things Google, there is a downside to this feature. Rather than selecting your own keywords, Google will do this for you based on the content of your web site.  The second downside is that the link in the ad unit goes only to your web site’s home page (or Google Places listing) and not to any deeper landing pages. What will be interesting to see is whether or not these two areas affect costs per click and conversions.

The benefit to local businesses is that their ad unit will appear in the sponsored links area just above search results.  How often your ad appears will depend on relevancy and ad quality. If you’re a small business that has struggled to find a foot in open pay per click markets, Google Boost may be a viable alternative. It will be interesting to see what feedback the trial cities offer.

Have you considered geo-targeting your PPC advertising keywords? You can save considerably on your costs per click just by adding  local area place names. For example, if you were selling and delivering pizza to the Wynnewood (PA) area, you have a number of options. You could target ‘pizza delivery’, ‘Pennsylvania pizza delivery’, ‘Philadelphia pizza delivery’, or ‘Wynnewood pizza delivery’. Targeting ‘pizza delivery’ is out of the question – there are over 90 million pages to contend with.

You may, however,  be surprised to see what sort of results you received if you explored each of the geographical options. Pennsylvania pizza delivery returned almost 5 million pages in Google search results. The average cost per click was $2.86. Let’s narrow it down a bit and search Philadelphia pizza delivery – that’s a bit closer to home. That reduced the search results to 367,000. Even better, the cost per click came down to $1.44.

That’s still almost 10% of the cost of a delivered pizza. Let’s get even closer to our geographical area and see what Wynnewood pizza delivery returns – 32,000. That is certainly easier to compete with than the 367,000 for Philadelphia. Cost per click – just $0.05. That represents a huge drop in cost-per-click numbers and you are now targeting people in your direct marketing area.

Now here’s something that may surprise you. If someone accesses a search engine from Wynnewood and searches for a pizza delivery service (without mentioning their location), the search results will most likely include a local map with the top seven local businesses listed. If you’re not targeting that geographical term, you could miss out.

So there is a moral there. Number one – be sure to claim your business through Google Places (Google local search), and secondly, be sure to include terms that relate to your geographical service area.  Cap it off by using those same geographic terms in your PPC marketing and you will see significant increases in your organic search placement for searches that count; that is, local search, and a significant cut in your costs per click. In fact, the costs can be so low that you can afford to geo target several areas. At $0.05 per click, you can geo target 10 areas and still save compared to using broader geographical terms.

If your business is a local business, then include geo-targeted keywords in all your online activities – particularly your local internet marketing.

Pay per click can be one of the most profitable marketing channels available. It can also be one of the fastest ways to go broke if you don’t do a little research first. One mistake that new players make is to try and target the top position. In many cases, this is not only foolish, but also pointless.

If you are a reseller of branded goods, it is advisable to see if the brand owners have that top billing in pay per click. If they do, don’t even consider trying to unseat them. They often have deep pockets and generally use pay per click for branding purposes, not for sales – they leave that up to you. It is pointless bidding against them as the cost per click will only serve to chew into your profit margin.

There are two aspects to finding a profitable pay per click position. One is finding the right keywords. If you’re selling boats, for example, the top two or three positions for one- or two-word keywords will most likely be high priced and ‘owned’ by the brand owners. Looking at three or more words could be more profitable. You should also consider including value or sales related words in your phrases. For example:

• Buying
• Selling
• Discount
• Cheap
• Inexpensive
• Best prices
• Clearance

Searchers that use these terms are often looking to buy rather than just for information.

The second aspect that needs careful assessment is your total return on the investment made. This needs to be measured on both the macro and micro level: On the micro level - what is your cost per click in relation to your profit per sale? And on the macro level – what is your profit per day/week/campaign?.

This needs to be measured across a range of bid prices and positions. You may well find that position three is your most profitable. Find your most profitable pay per click position then work to own it.

If you are about to start out in business and you intend using search as one of your main sources of traffic, you may find yourself confronted by several hurdles.  Organic search can take months of tight optimization before you see any results. Before you can even begin to optimize, you need to research keywords that will attract traffic to your website. Pay per click advertising is one area that can help you test those keywords.

Using pay per click to test keywords has its own pitfalls and these need to be considered carefully. These pitfalls include:

• Cost – pay per click can be expensive if you don’t set limits or choose your keywords carefully.

• Accuracy – while pay per click can help identify keywords that do or don’t convert, that data doesn’t always relate to how organic search converts for the same keywords.

Having considered those negatives, you should also bear in mind the positives that come with pay per click. These include:

• Income – while testing keywords, you should be receiving traffic that converts into sales. That income may sustain your business while you are waiting for organic search results to improve.

• Data – although keywords don’t always perform the same on organic and paid search, you can identify keywords that are real duds. You may also find keywords that are real gems.

• Direction – there are many businesses that thrive on pay per click marketing. Rather than relying on the ups and downs of search engine optimization and organic search, they rely on pay per click with any organic traffic being the cream.

The bonus to using pay per click to test keywords is the income you can potentially receive when find good converting keywords. You do need to use care with this form of marketing, otherwise you will find your marketing budget gone in days. Set limits and do as much testing as your budget will allow.

A lot of pay per click marketers place too much important on click-through rates. Yes, it’s true, click-throughs (CTR) are important and you want to measure your CTR, but at the end of the day what is really important is ROI.

Let’s assume that you spend $1 per click on a PPC campaign. In one day you get 10 clicks so you’ve spent $10. How many of those resulted in a sale? If you got no sales then you had no ROI. You’ve spent $10 and made no money.

But let’s suppose that you are paying $2 per click and you got the same number of clicks. Now you’ve spent $20; but suppose that one of those clicks resulted in the sale of a widget that resulted in a net profit of $22. Now you’ve got an ROI of $2.

That’s not much, I know, but it’s better than $0, right?

It’s great that you’ve got an ad that can draw clicks, but you have to look beyond your ad and see your landing page for what it is. If it isn’t converting your traffic then you’re just throwing good money after bad. We’ve discovered that sometimes a simple tweak of a landing page can result in more conversions.

Now imagine in that second scenario above that you got 2 conversions instead of 1. Your ROI moved from $2 to $24. Now imagine doing that every day. Isn’t ROI a lot more attractive then CTR now?

Before you begin a pay per click campaign it is always a good idea to get a PPC evaluation, which is a way for your PPC manager to see what you’ve done, how it’s affected your ROI, what worked, what didn’t, etc. There are 5 key elements to a good PPC evaluation.

1. Website Evaluation – There are certain aspects to your website that are important for consideration when you use PPC to drive traffic to it. First is usability. Do your visitors find your website usable or is it difficult to navigate? How about conversion optimization? Are your landing pages ready to receive orders? And we’ll also take a look at your page load times to ensure that your PPC ads have a high quality score.
2. Existing PPC Accounts – Do you have existing accounts? How effectively were they managed? What potential issues are there in those accounts, what are your missed opportunities, are you targeting the right keywords, etc.?
3. New PPC Accounts – You’ll need to outline your PPC strategy, estimate your average cost per click on each keyword, set your monthly budget, and define your marketing channels.
4. Google Analytics Account – Do you have one? We’ll set one up for you. You also need to set goals and establish lead funnels.
5. Custom Pricing – Finally, you’ll need to get your pricing set for your campaigns. Not a one-size-fits-all budget, but the cost for your campaign.

If you’ve been struggling with PPC and you’re ready to take on a campaign that will be successful, get a PPC evaluation.

Click fraud is a bigger problem than many paid search firms will lead you to believe. In fact, many firms do not even bother to track click fraud and that is a fatal mistake.

Click fraud exists when advertisers maliciously click on the ads of other advertisers in order to drive up advertising expenses. Does it happen? You bet it does and it happens often. It is probably underreported, even by the search engine companies that provide paid search opportunities.

If you don’t track click fraud then you’ll end up paying a lot more for your paid search campaigns than is necessary. It will cost you money and it could land you with a negative ROI.

Reciprocal Consulting keep a constant eye on potential click fraud. We don’t want you to spend any more on your paid search campaigns than is absolutely necessary and we want you to make money on those campaigns because if you return a profit then we believe you’ll come back and use our services more.

In order to keep you away from danger areas, we do not use click fraud hotbeds like content matching. Instead, we focus on developing and targeting effective keyword groups so that you can make the most of your paid search management opportunities. As a result, our click fraud issues are significantly less than the click fraud problems that other paid search providers have.