Every coin has two sides. Same is the case with Pay Per Click that is abbreviated as PPC. PPC is an advertising campaign in which the advertiser pays to the website owner when his advertisement is clicked upon. PPC is one way to optimize the traffic from a search engine. PPC is also considered to be an alternative to search engine optimization. In PPC Setup there is no need for the website owner to wait till it is located by a search engine and ranked appropriately. PPC is expensive but very fast and sometimes more effective than the conventional advertising strategies.
Precaution is better than cure . It is always better to be aware the frauds that can pose a threat to the business. PPC related frauds are basically of three types. They are :
Usually a PPC advertising campaign is conducted through a network of affiliates. The network of affiliates is also called affiliate program. A affiliate program is based on commission being handed over for each customer who visits the site and buys something. With reference to the affiliate program the fraud can be done from two sides.
1The first type of fraud is when the customer thinks that he has been directly routed to the site that he was searching for or was in need of. The prospective customer thinks he is directed to the original site but in fact he/she has been directed to another site. The route to this 'another site' was designed intentionally to mislead the prospective customers.
2Usually one has to register to join an affiliate program. There can be some registration charges also or it can be free to. Once the objective of the affiliate program has been fulfilled the website where you registered does not exist at all. The website may be present on the net for a limited duration but after that it just vanishes. Usually the web site can be hosted by the host for a limited duration after which the website owner has to pay the money, furnish documentary evidences of authenticity and register. Thus the affiliates also lose money.
3The worst fraud committed through PPC is draining the advertiser of the funds. The competitors usually resort to this sort of technique. The competitors usually resort to these kind of unfair practices. They ask the unscrupulous clients or customers to just click the PPC advertising campaign and earn money. The PPC advertisement will be clicked as many times as possible, making it compulsory for the advertiser to part with a large amount of money that he never expected. This can wreck the marketing budget of the company.
Thus the and Pay Per Click Management has to be conducted methodically keep all the above mentioned issues into consideration.