If you’re in online construction product sales (or any product sales for that matter) you may very well be using pay-per-click advertising. At first glance it’s a simple concept. You only pay when people click on your link. The trouble with the system is that fraudulent clicks can seriously dent your pocket and bring about no additional sales.
It works this way – let’s use an example: wood screws. A wholesaler of wood screws engages in a pay-per-click – more commonly known as PPC – online campaign. However someone clicks on the link, not because they are interested in wood screws but because they want to generate the charge for the click. This lowers the percentage chance of a sale resulting from the clicks and uses up the budget that the screw wholesaler has set for the campaign. PPC fraud is often identified by low conversion to sales rate.
The really bad news is that it can get even more complicated than that if spyware is involved. There’s an explanation here No Ordinary Click Fraud which is certainly worth reading if you’re embarking on PPC campaigns.
I suppose you have to take the rough with the smooth and try it. A well-managed PPC campaign integrated within your digital marketing strategy may bring significant benefits but the key-phrase here is “well-managed”. Unless you have many many hours to burn, online promotion is probably best outsourced to someone who really knows what they’re doing.