Sep 152014
 

What Exactly Is It?

If you are unaware of what click fraud is, then now is the best time to learn about this crucial concept that can potentially put a company out of business. Click fraud occurs when either a partner publisher or competitor continuously clicks on an ad intentionally for a specific result. In some occasions a virus occurs that will also make an ad the target of click fraud. In the case of partner publisher clicking on the ad continuously, they will do this to try and squeeze more money out of Google or Yahoo! by making it seem like the ad is more popular than what it actually is in reality. ¬†This will drive up the price for the advertiser and will also decrease the quality of Google or Yahoo’s advertising network. That type of click fraud is commonly referred to as Network Click Fraud. The other major type of click fraud is known as Competitor Click Fraud. This kind of click fraud is done when a competitor tries to raise the competing companies marketing cost. They will intentionally click on the competitors ad over and over so their marketing costs on the Google ad network will skyrocket and go high over the original budget plan. The goal for the culprit competitor is to try and put the other company out of business, or at least try to have them cut their pay per click program on Google, giving more access to their ads. In the case of a virus or bot that drives up the clicks on an ad, Google has tools that will detect where the problem is and what caused it, and will reimburse a company for any fraudulent clicks.

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Has Your Company Been Targeted? What You Can and Should D0-

If you suspect that your company has been the target of click fraud then there are steps you can take to prevent this from happening again, and try to claim money back that was stolen based on click fraud. Some signs that your company may have been a target of such either network or competitor click fraud can be a major increase in the pay per click cost in a short amount of time, such as from $1,200 one month to $25,000 the next month. That would be a huge indication that a company has been subjected to click fraud. If a company runs ads with Google and has a contract with them, they can simply contact Google claiming they are a target of click fraud and Google will run an investigation. According to Google’s ad contract, they will reimburse a company for the bad clicks. Not only does Google run the investigation when a company files a complaint, they run tests and monitor PPC ads during the start of any ad contract made with them. If a company does not run ads with Google, then simply follow some steps to monitor click fraud and prevent it from happening. These steps include using free programs that will monitor and track the number of clicks on your ads, what IP address the clicks are coming from, and what competitors have been clicking on your ads. It is a good idea to always monitor the advertising campaign, and Google offers two free tools for users that use the Adwords program. The tools are Campaign performance and Account performance and will allow a company to see the number and percentage of clicks Google has classified as invalid. Another thing a company can do when deciding where to run ads is to target high-value sites which can be done if the company has an ad contract with Google or Yahoo! With Google and Yahoo!, a company can choose where to run their ads and will choose trustworthy sites that will be a lesser threat of click fraud. If a company does not specify where they want their ads to be run, they are susceptible to be targeted by lower valued sites that may commit click fraud on their ad to boost the owner’s PPC revenues. Another good step to take to prevent click fraud is to purchase programs that will generate daily, weekly, and monthly reports that will track who visits your site and from where they were being sent originally. Follow these steps and take action so your company is not the next target of click fraud.

Sep 092014
 

The Trifecta-

It can be said that in today’s strong and continuously growing online presence that good content is pushed through social media to convey a certain message that engages users through good PR and online distribution. The first of the three vital components to this trifecta is high quality content that contains elements specific to the needs of your companies targeted audience. That high quality content is then pushed in numerous ways through social marketing that will keep users active and constantly updated. The final component of targeted online PR will not only let your company focus on building its brand, but also build a strong relationship with customers and followers.

 

Content-

Creating content based on what kind of message you want to convey to your audience is the most crucial part of the process. By creating powerful content that will communicate with customers and prospects, your company can deliver valuable information that will build relationships and a maintain a strong presence in the media world. The most common mistake businesses tend to make when developing content is to try and cater to everyone and create content relateable to a wide majority of people. Knowing who your audience is and what kind of personalities will be viewing your content helps when creating content. Instead of catering the content to everyone, simply make your companies content specific to the targeted audience. This way, a company can sculpt its message relating to the persona of the audience and base content on things such as age, job description, goals, hobbies, habits, how they use the internet, and other elements that will draw in a specific intended crowd. Once this content is up to par and crafted to the highest quality relating to your company, move on to step two and push it through social marketing.

Social Marketing-

With social media marketing being the focus of most major companies these days, it cannot be more helpful than to have a strong social media presence and know the tricks of the trade. With great original content and the right kind of distribution a company can convey its message and build strong relationships with a huge network of followers. For each intended network that your company plans to share its content on, create a plan for each network and base the content shared off of what kind of audience will be on each. The company should first ask itself what the goal of the social media channel is, then decide what actions they want the audience to take. After that is decided, create content that is specific to the type of channel being used. Once the company has the right content for each channel, choose a specific tone that would be appropriate for the type of network it is. The final step with sharing content through the channels is to determine how often the company will share information and engage with the audience. Daily, weekly, monthly, or yearly depending on what kind of channel they decide to share content on. There are different tricks to getting content shared with your intended audience on social media. One of them is to keep your content on sites like Twitter and Facebook short and sweet. The faster a person can read, interpret, and like your post, the faster they can share it through these outlets and lead them to your main website. Another tip to sharing content on social media is to keep it visual but make sure the images are simple while still capturing the audiences emotion. Knowing how to craft the right content for each channel and how to properly distribute them will help build a companies brand and reputation.

Targeted Online PR-

A huge advantage of social media is that it allows for you to have a two way discussion with people to help create a bond with them. Having this advantage can allow your company to make sure your customers are satisfied and content. Also, it allows you to target your audience so your discussions will be relevant and beneficial to both parties involved. Having satisfied customers will help your company maintain this relationship and help to improve the lifetime value of each. There are different things a company can do that will be vital to their online community where they distribute their content. A company should build and grow an authentic fan base, not focus on acquiring a huge number of people who lack value to the company. The company should build a high quality email list and tend to each contact over time to maintain that relationship. By targeting a smaller, passionate audience, a company will be able to convert at a higher percentage.