The Pros and Cons of Pay-Per-Click Advertising - Part 2

Real time results and modifications
Results are seen in real time and you can monitor them every few minutes to see how you are faring and make changes to your ads as and when you please. This is one of the greatest things about pay per click advertising.

Learn to read between the lines
Understanding the disadvantages of anything will make us appreciate the advantages better. How nice would it be if we lived in a world where everybody was honest and genuine? Well! That’s definitely not so and crime is rampant in everyday life, even online. If you wish to get into the pay per click arena, you need to be well prepared for the shenanigans that you are going to come across.

On the surface, pay per click looks like a great deal and a most effective way of promoting your business, given the wonderfully targeted traffic and the safe way of promotion. After all, the people that are going to your site are people who are interested in your service or product. In theory, this is the way it should work. In reality, things are not as simple as they sound.

False traffic
Pay per click fraud has many twists, but let us discuss a couple of them. The first one is not something most people are aware of. There are sites on the internet that provide what is called, ‘incentive advertising’. They pay people to go to websites all over the internet. This is unfortunately not really targeted traffic because these people are going to these websites only to get their payoff. What makes it far worse is the fact that these people are also paid to go to the sites via pay per click ads. What actually is happening is that people who are running these ads are paying for the clicks, when in reality, this traffic is not real at all.

Bogus clicks
The worst offenders are people who sabotage a pay per click campaign intentionally. They send bogus clicks to a competitors campaign to ruin the click through rate and raise his minimum bids and lower the position for the keywords. This is something that many people resort to.

Pay attention to the number of clicks you get each day. If you suspect fraud, check the IP addresses and see where the clicks are coming from. If you feel that multiple clicks are coming from the same IP, you can report this to the search engine you are running the PPC ad with. Knowing what to look out for helps you take control before too much damage is done.

Traffic to other’s sales pages
Search engines like Google are upsetting advertisers because of their rule of not allowing sending customers to a sales page that is not yours. For affiliates who used to send people to other’s products, this is a big blow. Imagine having your own sales page for every affiliate product you promote. If you do that, you will be penalized heavily.

If you are going to run a pay per click campaign, make sure you check out the intricacies. Yes, pay per click works wonderfully in getting quick results in a short time. But it only works for those that are cautious and continuously monitor their campaigns for even the finest detail.