2nd Tier PPC and Click Fraud

I am trying hard here.  I really want to find some gems among the diamonds in the rough.  Okay, maybe some clear glass in the sand.  Unfortunately, I have not been so lucky.  My normal expectations are that I get a conversion from about 100 clicks.  At the low cost of most 2^nd tier networks, 300:1 would be okay.  Here’s the honored list of who I have tried using, in most cases, fairly long-tail phrases:

·         Miva – I like their interface, I like their people.  Maybe someone else can get results, I have not. My words are a bit strong, but I do feel a little cheated.  2 campaigns: (1) 1,410 pageviews, 79% bounce, Zero conversions.  (2) 846 pages, 88% bounce, Zero conversions. 

·         Kanoodle – I have to commend this company on their recruiting.  Very nice people.  2,429 pages, 99.6% bounce.  Now, this is inflated.  There was one term that got 1,600 clicks in a day, was obvious click fraud and they credited be back $100.  It looked like  got 1 conversion, but who knows for sure if it was legitimate. 

·         Looksmart – This is getting old.  Turned it off today.  Last I checked, 95% bounce and 1 possible conversion on what I can see.  Cost per conversion did not make any sense.  I killed it after spending just under $200.  I got off cheap comparatively. 

·         Marchex – I hate to even list them with the others at this point.  I am seeing good engagement (people going to deeper pages).  The bounce rate is low so far.  I will update you.

Meanwhile, if you have tried Miva, Kanoodle, or Looksmart, I want to hear from you.  What was your experience.   My conclusion, you get what you pay for.  More to come.

Second Tier PPC Network - Advertiser Cannibalization

As I come to learn more about these networks, it is hard to see beyond the smoke and mirrors.  Maybe you already knew this, but publishers using these networks treat them as they do ad networks.  They leverage software so they so they can select which of several PPC network ads to accept based on CPC being bid.  So, the implication for me is that I can drive my own costs up if I choose to participate with more than one PPC vendor as an advertiser.  Of course all of this is far from transparent. 

If you have experience and best practices you want to share on this topic I welcome your comments. 

Quest for PPC and Display Advertising Traffic

I decided to start writing again.  I guess this is because I feel I have something worth saying and so many questions worth asking.

I need traffic and a lot of it.  Over the next several posts, I will share with you my experiences and observations about the methods being considered, tested, analyzed, and proven.  This may be a lot of posts.  I hope you find information you can use and will share your own best practices.

My company has always been a big spender on Google AdWords, Yahoo!, and MSN.  These are good and work for us.  Going into the world of second tier PPC advertising networks, Google/Yahoo! content networks, and Ad Networks is daunting.  I bet there are hundreds of people facing the same challenge today.  I would love to hear from you and get your advice and guidance as I venture into the unknown.  In return, you can follow this thread and save yourself a ton of money by avoiding my mistakes.  I do ask you one favor.  Comment!  Share what you have learned, think is b.s., or anything else.

That said, what will be tested beyond Google, Yahoo! and MSN/Bing?  Here’s what I have had running (none are an endorsement at this point) over the past 4 weeks beyond the big 3 PPC:

·         Google Content network display ads

·         Marchex Premium (Also called AdHere)

·         Marchex PPC (Just starting)

·         Miva (about $1,000 into a test)

·         AdKnowledge (separate email ads from Miva, just starting)

·         Kanoodle (A story to come, but in for $240)

·         Looksmart (Just betting started)

·         Site and retargeting through Collective

·         Yahoo! Ad Network

·         Search retargeting (vendor confidential for now)

·         AdBrite – targeted display on a range of websites.

·         AdRoll – Not sure what got into me on this one

·         AdBlade (these are the ads you lover for teeth whitening and stay at home moms making big money – not mine)

·         REALM Network (a real estate focused ad network)

·         Several Real Estate specific ad buys

Daunting, isn’t it? So, I welcome you to join me on this journey.  Hopefully, both of us will walk away more wise.