The Best Second Tier PPC Network

Is there a best second tier PPC network? I have been searching, but have been unsuccessful so far. The huge volume of what appears to be valueless clicks on most of these networks leaves me with a tremendous conclusion. Since it seems none of the second tier PPC vendors are taking click-fraud seriously, a huge marketing opportunity exists for anyone who does.

The first second tier PPC network to actively address PPC fraud has the opportunity to create a remarkable service that will attract both publishers who will earn premium revenue and advertisers who will be willing to pay more for quality traffic. Here are some ideas (do them all):

· Address click-fraud as a real issue and talk to publishers and advertisers about it.

· Install click-fraud detection software to reduce the incidence of fraudulent clicks.

· Put all publishers on probation and have a 3 strikes, you’re out rule.

· Pay publishers in arrears so complaints can be immediately credited while issues are investigated. Just like my credit card company.

· Expose through click quality reporting all you can.

· Take the approach that the advertiser comes first. Take care of the advertiser and the publishers will follow.

· Be incredibly transparent in what you do and how you do it.

If a second tier PPC network were to actually do this, you win:

· Publishers and advertisers would beat a path to your door.

· It would be viral.

· Publishers would make more and advertisers would make more.

· You would save money in sales and churn

· You would be profitable over time

Do you know of a PPC network already doing this? If so, let me know.

Second Tier PPC Programs You Can Trust

So, after 2 months of testing just about every second tier PPC program it seems, I have come to a number of conclusions.  Some may be accurate, some may be just plain wrong, but they are all fact-based.  Two general conclusions are that it’s hard to trust any of these vendors and cheap just will not work to drive conversions.

PPC click fraud is a huge problem.  I have heard estimates running as high at 80% of all paid clicks being click fraud.  Among second tier networks, I think this ratio is higher, much higher.  On many, I saw average bounce rates of 90%+.  Bounce rate alone is not a measure of click fraud, but if you track goals and make a goal a page that is deep in your site and associated with engagement, you can quickly see who is sending you good traffic.  Looking at this I saw rates of bad traffic well over 95%.  So, what do you do?

My conclusion is that you need to look at PPC networks that are simply less likely to be subject to this fraudulent activity.  You can wait for PPC networks to clean up their act, but I would not hold your breath.   More to come.