Creating A Click Fraud Action Plan For Your PPC Campaign
OK so youve read or heard enough to make you concerned about click fraud. In a 2006 survey of 1400 search marketers in the U.S under 50% of the group had plans to monitor click fraud across their campaign in the coming 6 months (MarketingSherpa) so by creating an action plan now you will already be in the minority of mindful and risk conscious PPC marketers. Your PPC click fraud action plan will be tailored to your own campaign budget and your analysis of the risk level involved, heres a guideline.
Allocate a budget
This should be relative to your campaign ROI. If youre spending 1000/ month and you measure your campaign ROI at 125% youre not going to want to spend 250/ month monitoring click fraud. If you havent noticed the effects of click fraud already chances are your invalid click level will be 5% or lower so as a general rule you wont want to regularly invest more than 5% of your estimated gross campaign profit back into click fraud detection. (The % effort for click fraud detection should be taken from your profit and not from your campaign budget as this is supplementary work, if you detect 0...
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