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Difference between SEO and PPC (In: General Search Engine Optimization)
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basketcase
Joined: Sep 22, 2007
# Posts: 9
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Posted: 2007-Sep-23 12:55
Greetings and Salutations!
I own an e-commerce site in South Florida. I have Yahoo PPC, and although I don't have the highest ads (I have a 3 out of 5, but would like a 4 out of 5), I *thought* I was doing well with ppc.
For the past three months, barely a click. Over the past three weeks, I'm blowing through my daily budget by 8 p.m. I have Yahoo conversion tracker installed (although my webmaster put it in, I'll be darned if I know how to use it), and I have NO BLOODY CONVERSION!
In the past, I noticed that I would have one dessert keyword clicked per day. All of a sudden, in the past several weeks, I have one click on each of 15 different dessert keywords.
I have also noticed that there are keywords in my industry that I will never be on the first, or even eighth page, as the keywords are too expensive for first-page placement. (holiday gift baskets, tea gift baskets, etc.)
I also noticed ONE click on several of these words as well.
I called a fellow basket company in another part of the county that I'm friendly with. Even though she is technically a competitor, I came out and asked her if she was having the same problem. She said she noticed high click rate with no sales as well.
My (well, OUR) question(s) is (are):
Although I requested an investigation from Yahoo, is there a way for me to track who is clicking on my keywords? (I don't mean to sound paranoid, but I think it may be a fellow basket company (well, a housewife who works illegally out of her garage) that I met about a month ago at a networking event)
IF there is a way to find out if someone is fraudulently clicking my keywords, how can I prove it so I can try and get reimbursed (I know Yahoo will refund me if it is proven, but it's the principal of the matter)?
Is this something that, if proven, can get this company in trouble?
I thank each and every one of you in advance, as I am new to all of this (I've had a website for more than 18 months now, but only just now started doing pay-per-click for this exact reason), I'm apprehensive, and at this point, ANGRY AS HECK!
Have a nice day.
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pwcarguy
Joined: Jul 27, 2007
# Posts: 51
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Posted: 2007-Sep-23 21:35
You (or your web guy) should be able to look at your server logs to help nail down where the clicks are coming from. It could be a competitor. It could be a site owner showing your ads who is creating false clicks from their site for financial benefit. Either way, no one is really going to get "in trouble" for this.
Yahoo will give refunds for patterns like this if you push them hard enough. They'll try to give you some B.S. about how someone must have written an article about your keyword, and/or linked to your site. They'll say that caused a spike in searches, but if you stay on them, they'll usually end up crediting a portion of the fees.
Some analytic tools provide the ability to create fraud reports. This might save you the hassle of having to wear down a few reps at Yahoo.
Most importantly, if your PPC ad hasn't performed all that great in the past, and now is suddenly maxing out your spend... TURN IT OFF.
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basketcase
Joined: Sep 22, 2007
# Posts: 9
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Posted: 2007-Sep-23 23:34
thank you, pwcarguy!
I read on another post something about clickrisk.com. Is that what you were referring to as far as analytical tools?
I am currently using awstats for my analytics right now.
I've had quite a few from logical sources (diaper-cakes.com), but a whole bunch from url addresses that when i click I get errors, urls for car insurance companies, city guide pages (what do any of the articles I've written about my business have to do with kansas city?), and I looked under frequent keyword searches to see what keywords people use to find me, and I found HYDROCODONE! That's a highly-addictive drug! I don't take it, I'm allergic to it, and I sure as heck don't have that as any of my keywords, so I'm STILL trying to figure that out!
Could you post or email some of those programs you were talking about so I don't have to lose my shirt, so to speak?
Thanks!
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pwcarguy
Joined: Jul 27, 2007
# Posts: 51
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Posted: 2007-Sep-24 06:42
The information that you are gathering from your website stats, such as the keyword traffic and odd URLs, are a good starting point when supporting your complaint with Yahoo. Chances are good that a manual review of your logs will be more comprehensive than what an online service can provide. To be honest, I'm not familiar with any of the services that purport to provide shielding from click fraud, so I wouldn't be the best person to recommend one, nor could I tell you if they are even effective. Perhaps someone else in the forum can answer that.
BTW, make sure to keep your logs. If you disagree with Yahoo's verdict once they have finished their investigation, you'll need to send your logs to them at some point.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2007-Sep-25 03:50
All of the ppc engines automatically credit accounts for multiple clicks during a particular timeframe. There are third party programs that provide click fraud detection and analytics. Clicktracks is probably the best known of these.
Be sure you are either blocking recipe and recipes with excluded keywords or using the standard match type or you're likely to be buying a ton of traffic from sites that offer recipes and those are highly unlikely to ever convert.
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