June 21, 2017 | by Vuk Stan

The Actual Cost of Clicks: What is Too Much?

Each product promotion campaign definitely includes digital advertising. As the world progresses, more and more people spend most of their time on their phones and computers. Why spend millions on radios and TV ads if Facebook has 1.94 billion monthly active users and Instagram proudly maintains 700 million monthly active users? Running targeted ads on social media and other online platforms can boost conversion rates and drive traffic to your website.

What digital advertising has to offer is very tempting for marketers. Pay-per-click ads are the most promising ones. The concept of PPC ads is very simple: you publish an ad on, let’s say, Facebook and pay in accordance with the number of clicks. If you are wondering how much PPC ads cost then you are in the right place.

So, How Much?

There are numerous factors that decide the price of the PPC ads. First of all, it depends on the publisher, each site has its own pricing. Take a look at some of the big ones:

  • Facebook - $0.27
  • Instagram - $5 a CPM (cost per thousand impressions)
  • Google AdWords - between $1 and $2
  • Twitter - varies depending on bids

$0.27 or $1 might seem like a small number but in reality, they total up to a significant sum. Ads are investments and marketers expect high ROIs from them. Using the full potential of PPC ads is much harder.  If you don’t implement them right then the cost of the ads will be multiple times as much.

Mistakes won’t literally increase the price but decrease the effectiveness of the ad, leading you to pay again for them. Continuously running PPC ads and hoping that one of them might work is by far not addressing the issue.

Here are some costly mistakes that you should avoid:

  • Sending visitors to your home page instead of the product page
  • Not split testing the ad
  • Wrong keywords

These are rookie mistakes that will eliminate prospective clients instead of attracting them.

Click Frauds Eat Up Your Ad Budget

Whenever we talk about PPC ads, we have to remind ourselves about online ad fraud. The biggest financial damage to your ad campaign comes from cyber criminals who perform click frauds. In spite of how big your business is, your ad budget is definitely not unlimited. You set up the ads to increase your sales and end up with slightly changed numbers. And you keep spending money on PPC ads. As a result, the initial ads related expenses are replaced with wasted money.

If you don’t take precautionary actions for click fraud prevention and detection then the cost of a click will be much higher than you can ever expect. Luckily, there is software like ClickGuard that will help you save your money for better things.

Custom made algorithms have the capacity to detect any fraudulent activities that interfere with your clicks. ClickGuard will automatically block the IP address where the suspicious clicks come from, thus leaving you with quality clicks.

Online ads, fraud traffic or click fraud detection are not the only tasks of your marketing department. Spare them the trouble and time and refer to a professional help.