Your digital marketing budget is precious. The last thing you want is to be investing your hard-earned profits into remaining competitive in the online landscape, only to have the costs of your digital marketing being driven up by click fraud. Luckily there are four simple ways you can combat click fraud.

1. Know what click fraud is

You must know your enemy in order to defeat them, and click fraud can be a flighty enemy to pin down. Click fraud inflates the number of clicks on your pay per click ads, so you’re paying for clicks which will never convert to sales. These fraudulent clicks may be made by your competitors trying to sabotage your campaign and inflate your budget. The ad publishers may also click on ads displayed on their sites to increase the revenue they earn from the ad.

2. Monitor your conversions

Click fraud also runs the risk of you abandoning campaigns or keywords which you think aren’t converting. If a previously highly converting keyword becomes subject to click fraud you may be tempted to abandon that keyword. It’s getting the clicks but the people who click just don’t seem to be the right customers who would buy from you. However, if you’re able to dig a little deeper into your digital marketing you can avoid losing a profitable keyword and return that campaign to the black.

3. Report click fraud

Search engines are aware of click fraud. They have their own systems to monitor and detect click fraud and, in some cases, can stop the fraudulent click before it debits your bank account. However, if you do find fraudulent clicks which a search engine has missed, take the time to report them. Reporting click fraud helps protect other digital marketing campaigns and can ensure you receive a refund for the fraudulent clicks.

4. Work with a specialised digital marketing agency

Working with a dedicated digital marketing agency Canberra based, like Canberra Web, can make spotting and stopping click fraud on your account even easier. CanberraWeb will work to identify the IP addresses which generate the fraudulent clicks, and setup IP exclusions to stop click fraud on your account.

There are also proactive options you can take when working with Canberra Web, such as running GDN remarketing campaigns to target only those people who have already clicked. This eliminates click fraud from publishers as they’ll never see your ad.

4 ways content is the key to your website

When it comes to getting your website built, there are many important elements to consider. There's the actual platform and design, the functionality and navigation, the host, the content management system, an online shop, a social media strategy - and more.

But do you want to know what the most underrated but absolutely crucial element of that entire website design is? One word: content.

That's right, so many Canberra Web clients come to us asking for slick, modern and above all simple website designs - and there's certainly nothing wrong than that. But we're consistently blown away by how clients will often want to sacrifice content to achieve a minimal but visually stunning site.

But here's what we tell them about the incredible importance of content:

1. Information
   
   Above all else, 'content' is just another way to say 'information' - and that's pretty much why your website visitor is trying to find you in the first place. Remember - they want your details and they want to know about your product or service, and the most direct way to transmit that information is through simple, easy-to-find, high quality and easy-to-understand content. Not just that, the all-important 'Call To Action' - where you actually ask your visitors to stop just reading and actually do something - is only possible within content.
   
   
2. Search engines
   
   But before that visitor even gets to your site, they need to find it - and that's where the trusty search engine comes in. One of the best ways websites communicate with search engines is through content. So bear in mind that your content is being written not just for your customers eyes, but specifically for the search engine - so make sure it's on-point and accurately describing what your website is all about, so the search engine knows what to do with that information.
   
   
3. Keywords
   
   To this end, your content should also bear in mind the sort of keywords that search engine users might be typing into their browsers. This is all part of your search engine optimisation strategy, and content plays a huge role. A page of content with targeted keywords is the clearest and easiest way for a search engine to match your website with its search results and the best possible potential visitor.
   
   
4. Internal links
   
   You'll also notice that website content often includes internal links - a hyperlinked gateway to other pages within a site. This is an easy way for your users to navigate through the most important parts of your website, easily finding what they are looking for. Internal links are also liked by search engines, helping the ever more sophisticated technology to understand what your site is about and how it should be presented in listings.

Finally, great content is quite simply one of the easiest ways to attract, entertain and keep visitors to your site, demonstrating its high quality and value. The team at Canberra Web knows all about how important content is as we do the web design Canberra clients have trusted for years, so get in touch today to find out more.

Google is the biggest search engine in the world, so it makes sense to have a strong presence there and to make it as easy as possible for your potential clients to find you on Google.

So, how do you ensure your Google Search ads appear at the top of the relevant Google Search? The answer is simple, make sure your ad and your landing page answer the question being asked.

Here’s how keywords impact your Google Ads campaign:

Google gives your ad a quality score based on how well your ad and your landing page relate to each keyword.

For example, an electrician might create an ad to promote their tv repair service. Their ad would be given a high-quality score for the keywords ‘tv repair’ but a low-quality score for the keywords ‘air conditioning repair.’ The same is true of the landing page. If the Google Ad links to a website landing page that’s dedicated to commercial fridge installation, it would receive a higher quality score for those keywords, but a low-quality score for ‘emergency electrical repairs.’

So, it’s vital to your campaign’s success that you pay close attention to your keywords. Create dedicated Ad Groups for each aspect of your business, to ensure your Ads and your keywords within each Ad Group match the relevant landing page.

It also means monitoring the ‘search terms’ people are using to find your business. If people are finding you with the wrong search terms, they’re not finding what they’re looking for and that will negatively impact your quality score. Make sure you add irrelevant keywords to the negative keywords list so you don’t waste clicks. Equally important is adding search terms to your keywords list that ARE relevant to the Ad Group, especially if the search term leads to a conversion.

Make sure your website landing page is also keyword-rich because this tells Google that people will find what they’re looking for there.

Improving your quality score will decrease the amount you pay per click and ensure your ad appears above your competitors’ ads in relevant search results. Most of all, it means prospective clients will find exactly what they’re looking for on your website and are more likely to engage with you. If you are looking for improve your Google Ads or digital marketing Canberra based, contact Canberra Web now!