Although there are millions of people that use PPC worldwide, it is still not a perfect solution to online advertisement. The reality is that there is no advertising form out there that is utterly perfect. Everything has its strengths and weaknesses: PPC just has a lot more strengths than 
weaknesses. For this reason, it can be seen that pay per click advertising does inherit a few problems which can be seen to be not its own fault. From an advertiser’s perspective, acknowledging and understanding the problems PPC has will help to improve your campaign further. You will be able to learn how to reduce the deficit of the problems in PPC helping to make your overall experience with PPC more successful.
Click Fraud
No matter what Google try to do to reduce click fraud, it is always going to be an on going battle again against click fraud. Some publishers unfortunately still see pay per click advertising as a way to make money fast. Through clicking on their own adverts, they can get advertisers to pay out money for the clicks. One thing for sure is that Google are making it a lot harder for ‘click frauders’ to make money this way. PPC programs now have access to the internet browser you use, IP address and more to determine if the click on an advert is in fact click fraud or legit.
As well as this, another problem is accidental click fraud. By this, an accidental click is a click that (it says it in the name) was accidently clicked on meaning the web user had no intention to go to the advert’s landing page. For this reason, they will usually click away from the landing page causing the advertiser’s landing page to have a high bounce rate and an extremely low conversion rate. However, there is no need to threat because there are some precautious measures you can take to try and reduce your adverts from being accidently clicked upon.
The main reasons adverts are accidently clicked upon are because of the following reasons:
- The advert loads first on the webpage. The more time the advert is being viewed, the more prone (in general) it is to being accidently clicked: especially if the webpage causes the advert to change its location while loading.
- The advert being too close to other links on the page. Therefore, it is clear that the web user was trying to click on the link instead of the advert.
For this reason, if you reduce your CPC, you will in turn reduce both chances of the above from occuring. A lower CPC will not make your advert be one of the first on the webpage to load and will stop it from being the first advert at the top of an advert box which is most prone to accidental clicks.
Competition
Pay per click advertising is no doubt the number one way to advertise on the internet. With our generation in a technology driven recession, we can safely say that PPC will continue to grow at an alarming rate. Therefore, as more people will use it, the competition will increase. This means that just like normal inflation, the price you pay for a click will have to increase to stay competitive. From this, it is clear that PPC is affected by inflation.
