This myth has been circulating for many years, with webmasters worried that search engines won’t want to increase the position of websites if they are already spending money on their advertising platforms. Other people have also speculated that using PPC may improve your position as the search engine rewards you for spending money with them. After years of webmasters conducting tests and research, there has been no conclusive proof that a PPC campaign directly affects your position in search results. There is the possibility that an aggressive campaign could have an indirect effect, as more users visit your site in a shorter time-frame, they could be linking to your site or give you ideas on how to change your site. Remember that even if you are not making any changes to your website, many search engines are constantly updating their algorithms and if you have started a PPC campaign at the same time as an algorithm changes, then you may see an increase/decrease in rank.
In 2012 Google had generated $42.5 billion in advertising revenue. As more people use the Adwords platform, this is only going to increase. If people didn’t click on the adverts, the PPC advertising model would not exist.
As a transparent agency, we aren’t going to pretend this doesn’t exist. Unfortunately, some advertisers may deliberately try to attack their competitors by repeatedly clicking on their adverts to exhaust their budget or rack up hundreds of clicks. If using the display network some publishers may also try a similar tactic to bump up their adsense revenue. Thankfully Google have been constantly updating their algorithms and filters in order to catch these fraudulent clicks before they are billed to their advertisers. In addition, we ensure that we monitor your competitors’ actions and the actions of those publishers who you have opted into on the Display Network. As a Google Partner, if we see any fraudulent activity that may have slipped through Google’s filter, then we will request reimbursement on your behalf. We also have access to the number of clicks that have been flagged as fraudulent so we can be aware if any “click-bombing” is going on.
Many webmasters want the same thing. To be number 1 in the search results, and this mentality often carries over to advertising on the Search Network. Being first on the Search Network does not instantly mean you are more profitable. If it costs £12 a click to be ranked first, but only £5 to be ranked third, then you may see a marked improvement in your ROI if you go for the 3rd position. Especially if there is not much traffic between the 1st and 3rd positions to warrant the £7 increase per click. Over a campaign of 1,000 clicks, this is a saving of £7,000. And if it’s a high-traffic keyword this can quickly add up.
In an ideal world, you would be able to set-up an Adwords campaign and then just check it once a month or so to ensure that it’s not going over budget or that nothing drastic has happened. Due to the fluctuating marketplace, this is not feasible if you are looking for a successful campaign. Search engines are constantly changing where your ads are showing, competitors are always adding or adjusting their adverts and bids, search trends change and bidding strategies can change. It is very important to keep on top of all of these as a bare minimum, and it s also recommended to constantly update and test different ad copy to try and increase click through rate. If you do not continuously monitor your campaign then it could result in either a wasted month of advertising, or racking up thousands of clicks that did not convert. Either way, it would result in unnecessary advertising expenditure.
Some people CAN run a pay-per-click campaign on their own. These people are spending hours every week looking through their campaign and constantly learning and evolving with the ever-changing landscape. It may not be optimised, but they can technically run a campaign without consulting a specialist agency. If these campaigns are running over £5,000 a year then it is essential that they are checked by a specialist as they may be wasted money on an unprofitable adgroup or not targeting their ads correctly. While it is feasible to maintain the efficiency of your pay-per-click campaign, it would require constant training and evaluation, taking up many man-hours making it unfeasible for a majority of businesses. Any fees you are paying an agency are almost always made back in the long term savings they can make to your campaign.