• 12Dec

    “Pay-in line with-click,” by using a long way the maximum famous shape of on line advertising, these days got here below hearth as charges of rampant “click fraud” acquire steam on the Web.

    Google and Yahoo! Earn the general public in their money via sales of marketing to tens-of-lots of online traders, agencies, and professional.

    In truth, some estimate that 99% of all Google’s sales comes from marketing sales. Unfortunately, allegations of click on fraud may well rain on Google’s in any other case sunny parade and cause an entire scale revamping of current on-line advertising practices.

    Pay-consistent with-click on advertising does exactly what it sounds: advertisers pay for each click on their advert, generally jumbled together amongst search engine results or displayed on applicable web sites.

    “Click fraud” occurs when, for whatever motive, an advert receives clicked with the aid of a person or some thing (usually an automated “bot” that simulates clicks) and not using a goal of ever shopping for some thing from the advertiser.

    The sole aim of click fraud is to really drain an advertiser’s finances and leave them with not anything to expose however an empty pockets.

    Who commits click on fraud?

    Usually an unscrupulous competitor who desires to spoil a rival’s bank, on line “vandals” who get their kicks causing other humans grief, or seek engine marketing associates who want to earn fats commissions with the aid of racking up piles of bogus clicks.

    Regardless of who does it or why, click fraud seems to be a developing hassle engines like google desire remains below their advertising clients’ radar.

    This trouble isn’t precisely news to the search engine giants.

    In truth, on page 60 in their 3rd quarter Report for 2004, Google admits that they have “frequently refunded sales” to advertisers that turned into “attributed to click-thru fraud.”

    Google in addition states that if they do not discover a way to cope with this hassle “these kinds of fraudulent sports ought to hurt our brand.”

    Bottom line for Google and Yahoo! (which owns Overture, the Web’s largest pay-according to-click on seek engine): as word of click fraud spreads throughout the Web, they need to act quick to calm the nerves of advertisers who may want to nicely abandon them over doubts approximately the veracity in their advertising costs.

    The search engines like google and yahoo all declare to hold measures that identify and detect click fraud, however details about how they do it and to what volume continue to be sketchy.

    They declare revealing details about safety might compromise their efforts and provide the perpetrators a leg up on circumventing their defenses.

    This sounds true, but gives little comfort to advertisers who sense caught between losing out on their fine traffic resources and paying for advertising that won’t bring about revenue.

    One manner to protect your commercial enterprise towards click on fraud is to closely display your internet site facts.

    Look for an strangely high wide variety or ordinary pattern of clicks from the same IP cope with.

    If you want assist, enlist the useful resource of your hosting issuer to aid you in spotting suspicious tendencies in your website traffic.

    Also, some of services such as ClickSentinel.Com have sprung up on line to assist advertisers spot and quick analyze and bring together the statistics important to successfully dispute fraudulent click fees with the search engines like google.

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  • 21Nov

    Pay-Per-Click advertising plays a significant roll in the success of small-to-medium sized B2B companies during all phases of the buying cycle.

    Is your company covered across the entire buying cycle for your behavioral segment keywords relating to your products and services? This article will answer these questions.

    o What is the B2B paid search buying cycle?

    o What keywords should you bid on?

    o When should you bid?

    o How much should you bid?

    o Do you have compelling call-to-action?

    o What other forms of advertising work well with pay-per-click efforts?

    Lifetime Value of a Customer

    The value of a new customer for B2B marketers is very high. Each B2B transaction is high and leads to an even higher lifetime value that could be worth hundreds, thousands or even millions.

    Researching Through Search

    Pay-per-click advertising delivers immediately to searchers who are researching companies; capabilities, specifications, usage practices, liability, reliability, product integration, reputation, location, costs, etc.

    Searches vary depending on stage of buying cycle. According to a study released by Google and Millward Brown, “22 percent of respondents would turn to search as their first source of information during the purchase process’s first stage (research and engagement). Another 16 percent would turn first to manufacturers’ Web sites, 15 percent would go to colleagues, 12 percent would talk with IT consultants, and 10 percent would go to content Web sites.”

    Stages of the B2B paid Search Buying Cycle

    o 1st Stage – Aware
    Buyers tend to use broad category search terms to conduct their initial awareness search.

    o 2nd Stage – Research
    Buyers use additional add-on terms such as, reviews, articles, etc.

    o 3rd Stage – Compare
    Buyers tend to use comparative words to extend awareness such as, comparison, compare, difference, etc.

    o Final Stage – Purchase

    Finally, buyers do branded or product name searches to confirm their findings and make an information buying decision.

    Now that you understand the when to bid and what to bid on, now we will discuss how much to bid?

    Bidding Strategies

    Prior to launch of your B2B pay-per-click campaign, you should understand the metric that makes your business successful. Savvy marketers will have a mixture of manual and automated bid techniques to make sure their keyword bids align with performance thresholds. Typical B2B thresholds are usually based on cost-per-acquisition (CPA). This is the amount you are willing to pay to get an action; telephone call, contact us form, download, request demo, newsletter signup, etc. Positioning your ads is one part of the pay-per-click process. The other is how to improve conversions. Anyone can send traffic to a site, but getting the traffic to convert requires analysis and pro-active marketing to create good call-to-actions.

    Permalink Filed under: Uncategorized Comments Off on How B2B, or Not B2B?
 
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