From my own experiences I learned that a decent pay per click marketing campaign can deliver excellent results. I have read about and have been inspired by many great entrepreneurs who have earned incredible amounts of money from their successful PPC campaigns. I also learned that success is not about simply signing up with a PPC service is all one has to do to achieve success. No, I figured out it is necessary to stay informed about all those pesky logistics during the entire marketing campaign. This is where ad tracking tools comes into play. It is these ad tracking tools that deliver the clear analytical data required for a successful campaign.

Tracking can be considered a key component of any marketing campaign. This is true of both online and offline marketing since all marketing success requires trial and error. No matter how well planned a marketing strategy may be, you will never know how successful it truly is until you launch the campaign. Now, if the campaign does not deliver on initial expectations that do not mean it is necessary to completely scrap it. You simply need to look at the areas where the campaign is faltering and where it is succeeding. From this, you can improve the weak points in order to have a more successful campaign.

While I am not always the biggest fan of details, I finally realized it is necessary to examine the analytical information that is reflected in ad tracking tools. This is a key point because it is these ad tracking tools that allow marketers to look at vital information such conversion rates and visitor information.

If you are like me and only recently learned the term conversion rate, it refers to the number of people who visit your site and actually make a purchase. So, if 15 out of every 100 visitors were to make a purchase, the conversion rate would be 15%. Those wishing to raise their revenues would have two options: increasing the number of visitors to the site or increasing the conversion percentage of those who do visit. (Actually, they could do both as well) However, such a plan will not be possible without clear analytical data that details the various components of conversion figures. Among these components, detailed information on landing page statistics is among the most important.

Landing pages are where a visitor will “land” when they visit a site through a PPC ad. Landing is a pretty appropriate term since you are jumping into an important venture head first. Where you land often dictates whether or not you will succeed but I digress….

Since a website could have several different pages that the visitor can land, you could have a multitude of landing pages within the same site. If certain landing pages are performing well and other are performing poorly, you could always direct the bulk of the PPC ads to send visitors to the successful pages. This is a simple strategy that can deliver excellent results and it is only possible thanks to the data found on quality ad tracking tools.

Of course, there are many other components that are integrated in an Ad tracking software program. This is a good thing because the more analytical information at your disposal, the greater the chances are of crafting a brilliant and successful PPC marketing campaign.

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Click fraud is a lot of things and one of which is a crime. That’s why it drives me up a wall when people try to take advantage of a good system and enrich themselves in a less than honest manner. Then again, they may think they are smart but they really are doing something foolish. They are risking a lot because the civil and criminal penalties possible. That is why I follow the straight and narrow and you should as well.

Problems surrounding click fraud have been proliferating since the very beginning of pay per click advertising. Unfortunately, not every person who engages in an entrepreneur is an honest person. That is why they may take liberties with clicking on ads not to learn more about the advertiser and his product. Rather, they are clicking on their own ads with the express purpose of enriching themselves through ill-gotten clicks. Never fall into this category if you are a PPC marketer! Often, when such a profiteer is discovered through PPC tracking programs, the person pay per click account will be dissolved. As a result, they will lose any potential payments. However, this could prove to be the least of their worries as it is also possible to fall into in legal hot water for click fraud if such fraudulent business practices involve a great deal of money.

When I sign on with a Pay Per Click company, I follow the rules. I would suggest everyone else do the same things. Remember, when you agree to the terms of agreement to a Pay Per Click company, you are signing a contractual agreement. Upon this agreement, you will be required to follow the established rules and conditions and avoid any barred behavior. If you do commit any fraudulent behavior, you have breached the contract and lose any claim on monetary rewards. Additionally, under certain circumstances, willful violation of the contract could also lead to criminal penalties as may be the case with blatant click fraud. And yes, ad tracking software can often expose such fraud and the results can be used as evidence against the perpetrator.

Here is something that I found quite surprising and it is certainly info that will make you realize the importance of staying on the straight and narrow:

In some jurisdictions such as the state of California, committing click fraud is a felony. That means anyone who is caught pilfering money through a click fraud venture could be prosecuted and sentenced to a prison term. The duration of the sentence will vary depending upon how much money was illegally procured. However, it is safe to say the more money a fraudster appropriates illegally, the longer the prison sentence will be. Usually, the ability to succeed in a large scale click fraud case will center on using computer scripts to automatically click on ads. When ad tracker based evidence of such a venture is entered into court, juries will doubtfully look positively on such a defendant. After all, the defendant has taken many clear steps to purposely commit an act of fraud to acquire undeserved payments. As such, it is doubtful leniency will be offered.

If you earn income through a PPC venture and it is later discovered fraud has occurred, it is possible for the PPC company to file a civil lawsuit to recoup the improper payments. However, it may be possible for the PPC company to seek punitive damages as well. This could lead to an enormous judgment against those who have committed serious volumes of monetary fraud.

Then, there is another aspect to click fraud legal issues that some may not be aware of. The advertiser can sue the PPC company to recoup the payments is made due to the result of third party click fraud. For example, in 2006, Google agreed to a lawsuit settlement of $90 million with a company called Lane’s Gifts and Collectibles. This occurred after the company proved it paid out millions of dollars to Google for ad clicks that were committed by fraudulent activity. Needless to say, companies such as Google will certainly pursue those who commit fraud aggressively because Google can find itself in legal hot water when fraud occurs.

I realize there are those who may be able to get away with committing click fraud for the short term. However, once they are discovered, the legal issues that can derive could be pretty severe. That’s why I stick with the straight and narrow and it is also why you should as well!

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