Comments on: Pay-Per-Click Fraud – SEO Can Help

By: Business Blogger

Business Blogger — Sun, 10 Jun 2007 14:39:43 +0000

It sounds like your clients are happy with the return they get on their investments. SEO is extremely important factor for traffic generation. The day you can turn a profit on PPC is when it becomes a good investment.

By: Shell Harris

Shell Harris — Thu, 31 May 2007 16:05:10 +0000

Hi, Boris.
I didn’t mean to insinuate that PPC wasn’t useful. I agree that it is, especially for more esoteric terms, specific products, new initiatives and, of course, until SEO efforts start to pay off. You’ll notice the client I mention still uses PPC and probably always will. As a piece of the marketing puzzle, both SEO and PPC can be useful.

Vigilance and experience will always help any campaign, whether it is PPC or SEO.

Thanks for your thoughts they are always appreciated.

By: Boris Mordkovich

Boris Mordkovich — Thu, 31 May 2007 15:31:52 +0000

Shell,

It’s a very good post.

However, I wonder if PPC can be dismissed to easily just because of the potential click fraud?

Just like SEO, PPC requires a lot of work and maintenance to go into it in order to build a successful campaign. And the work never stops – you always have to finetune your listings and ads because new competitors come onboard on a regular basis. However, the potential is there – people are searching for products and services, they do click on paid ads, and many are willing to spend the money.

Being the Director of Operations at a firm that specializes in click fraud detection and prevention, I certainly agree that click fraud is an issue. And we are usually able to detect enough of it to save our clients a good 10-15%. However, it’s just marginal savings – it won’t turn an unsuccessful campaign into a successful one. So, click fraud alone is probably not what caused your client to be disappointed in her results.

Boris Mordkovich
AdWatcher.com