Negative Return On Investment

Click fraud is the biggest threat in search marketing today. The search engines can relate to this and as a result they are doing the steps to battle and eventually minimize (if not erase) click fraud. But looking into the click fraud issue, don’t you think there is a more serious problem that needs to be addressed to?

The result of click fraud is negative return on investment or ROI. Click frauds have several negative effects on the website’s ability to get decent return on investment. This is a fact that the search engines are aware of. Click fraud makes someone lose money through a deliberate action of someone else.

Not All Frauds are Click Frauds

We came to accept that anything invalid happening to our advertisements are click frauds. Although it is true that click frauds negate the advertisers’ ROI, there are still other factors that affect it. It’s just that the search engines put all these factors in one basket and call them click fraud. Others can be from factors like double clicks (intentional or not), automated clicks and more.

Google Filters Fraud

Google is using filters to prevent click frauds. Traffic coming from click frauds is not paid for by the advertiser. But the concern is how about those traffic that were able to pass the filters? They will cause negative ROI to advertisers.

If this type of traffic comes through, it is the advertiser’s responsibility to report it to Google and request for a refund; otherwise, that will be equivalent to money spent on nothing important. It is said; however, that the percentage of click frauds that have perpetrated the filters is roughly 0.02% only. This means there is just a very small percentage that your campaign will be affected negatively by click frauds.

Not Click Frauds?

If it is just 0.02 percent effect on your campaign, why put all your efforts in battling click fraud? You can make use of your time battling over negative return on investment instead. Negative ROI is a much serious problem. So next time you think about click frauds, think negative ROI first.

There are other factors that may be affecting your negative return on investment or ROI. Focus on these factors like the landing page, the ads, the keywords and more. Maximize your time planning out things that will improve your campaign’s ROI rather than fretting on Click Frauds.

Negative ROI can be avoided through analysis and improvement of your campaign. Need an expert’s help in managing your PPC Campaign? Please see our PPC Services or apply now for a Free PPC Analysis. For more information, please contact our PPC Experts.