Pay-Per-Click Fraud – SEO Can Help
Ah, here I am working another Saturday; such is the life of a business owner, especially a business like SEO where the Internet never sleeps. As I was re-reading my sale’s call list from yesterday I looked at a note that I had written concerning a potential client and her overspending on Google’s Adwords. I had related a story to her about click fraud, (BusinessWeek wrote a article about click fraud), that happened to a client of ours and thought I’d share it again with my blog readers.
Her story started like so many other calls I receive.
“I’m spending thousands per month with pay-per-click and I can’t afford to keep doing it. A lot of money is being spent with little return, but I don’t know what else to do.”
Of course running a successful PPC campaign involves many factors. Big Oak SEO does not have any PPC clients as we realize this is its own beast and requires time and skills we don’t want to invest in at this point. I feel it is a conflict of interest, but that discussion is for another day. So let us assume this person could be doing better to increase her return on her ads. Let’s also assume she can only do so much and she will be a victim of click fraud, as will anyone who uses pay-per-click. It is inevitable.
My response to her was simple. With organic rankings you will see more traffic, better conversions and less ad spending. If the SEO campaign is done correctly these three things will always happen. I believe this and have seen it proved over and over. We have a client that was spending $30,000 per month with PPC. They have at least cut this number in half. Some weeks they turn off PPC advertising and haven’t dropped the number of leads or sales because of it. If only for the PPC savings, SEO is a good ROI.
As I related this to her I also mentioned the story about click fraud with an older client. While I can’t prove any specific numbers on click fraud or how it may differ by industry, I can verify that this story is accurate. The client in question went to a very large industry trade show. All of the big name competitors were also in attendance as well as many smaller competitors. The trade show was from Monday to Wednesday. The biggest surprise came when the client returned on Thursday to check his PPC figures. During the the time he and most of his competitors were at the trade show his PPC costs dropped in half.
Of course this could all be coincidence, but I think it speaks to the large problem of click fraud. I’m pleased to say none of our clients rely on PPC and it is because of the organic rankings they enjoy. But it wasn’t always the case and weaning a client from the PPC habit can be difficult, but in the long run everyone is glad they have less reliance on PPC. SEO can help reduce the need for PPC, but sometimes it helps to keep running the PPC campaign, at a reduced expense – here is an artilce on with some helpful tips on how to keep click fraud to a minimum.