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Pay-per-click (PPC) Advertising Market Views: Taking A Nimble Approach To 2020

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Global Pay-per-click (PPC) Advertising Market Size, Status and Forecast 2019-2025 is latest research study released by HTF MI evaluating the market, highlighting opportunities, risk side analysis, and leveraged with strategic and tactical decision-making support. The influencing Factors of growth and regulations with respect to the usage of the information, availability of highly reliable products in the market, and increase in operational efficiency of Pay-per-click (PPC) Advertising Players.The study provides information on market trends and development, drivers, capacities, technologies, and on the changing dynamics of Global Pay-per-click (PPC) Advertising Market . As per study key and emerging players of this market are Google, Bing, Yahoo, Ask.com, AOL.com, Baidu, Wolframalpha, DuckDuckGo & Sogou.

Click To get SAMPLE PDF of Global Pay-per-click (PPC) Advertising Market (Including Full TOC, Table & Figures)

Summary:

Pay-per-click is commonly associated with first-tier search engines (such as Google AdWords and Microsoft Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC “display” advertisements, also known as “banner” ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models.

In 2018, the global Pay-per-click (PPC) Advertising market size was xx million US$ and it is expected to reach xx million US$ by the end of 2025, with a CAGR of xx% during 2019-2025.

This report focuses on the global Pay-per-click (PPC) Advertising status, future forecast, growth opportunity, key market and key players. The study objectives are to present the Pay-per-click (PPC) Advertising development in United States, Europe and China.

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###

Global Pay-per-click (PPC) Advertising Market and Competitive Analysis

Know your current market situation! Not just new products but existing products given the ever-changing market dynamics. The study allows market professional to stay tune with latest trends and segment performance where they can see rapid market share drop. Identify who you really compete with in the marketplace, with Market Share Analysis correlate your market position, % market Share and Segmented Revenue.

Some Players from complete research coverage: Google, Bing, Yahoo, Ask.com, AOL.com, Baidu, Wolframalpha, DuckDuckGo & Sogou

Additionally, Section on Historical Global Pay-per-click (PPC) Advertising Market Scenario, Market Entropy to Race Aggressiveness and Patent Analysis* is covered along with Competitors SWOT, Product Specifications and Peer Comparison including variables such as Gross Margin, Total Revenue, Segment Revenue, Employee Size, Net Profit, Total Assets etc.

Segmentation and Targeting

Essential demographic, geographic, psycho-graphic and behavioral information about businesses segments in the Pay-per-click (PPC) Advertising market is targeted to aid in determining the features company should encompass in order to fit into the businesses requirements.

Pay-per-click (PPC) Advertising Product Types In-Depth: , Flat-rate PPC & Bid-based PPC

Pay-per-click (PPC) Advertising Major Applications/End users: Middle and Small-sized Enterprise & Large-scale Enterprise

Pay-per-click (PPC) Advertising Major Geographical First Level Segmentation: United States, Europe, China, Japan, Southeast Asia, India & Central & South America***

*** For global report, countries by region that are available in the study

North America (United States, Canada & Mexico)

Asia-Pacific (Japan, China, India, Australia, New Zealand, South Korea,

Taiwan, Singapore, Thailand, Indonesia & Philippines etc)

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Europe (Germany, UK, France, Spain, Italy, Netherlands, Belgium, Austria, Poland, Switzerland, Bulgaria and Rest of Europe etc)

Central & South America (Brazil, Argentina, Colombia & Chile etc)

Middle East & Africa (United Arab Emirates, Saudi Arabia, Nigeria, South Africa etc)

Buy Full Copy Global Pay-per-click (PPC) Advertising Report 2019 @ https://www.htfmarketreport.com/buy-now?format=1&report=1809376

Pay-per-click (PPC) Advertising Product/Service Development

Knowing why product/services fits need of clients and what modification would make the product more attractive. Approaches such as focus group utilizing User Testing and Experience Research. Consumer side analysis always helps to correlate demand preferences with innovation.

Pay-per-click (PPC) Advertising Product Types In-Depth: , Flat-rate PPC & Bid-based PPC**

** Segments by Type can further be broken down based on Feasibility

Enquire for customization in Report @ https://www.htfmarketreport.com/enquiry-before-buy/1809376-global-pay-per-click

Marketing Communication and Sales Channel

Understanding “marketing effectiveness” on a continual basis help determine the potential of advertising and marketing communications and allow to use best practices to utilize untapped audience. In order to make marketers make effective strategies and identify why target market is not giving attention we ensure Study is Segmented with appropriate marketing & sales channels to identify potential market size by value & Volume* (if Applicable).

Extracts from TOC

1 Study Coverage

Industry Definition
…..

2. Executive Summary

Global Pay-per-click (PPC) Advertising Market Size (2014-2025) by Revenue, Production*, Growth rate

3. Market Size by Manufacturers [% Market Share, Rank Change etc]
4. Global Pay-per-click (PPC) Advertising Production, Consumption by Regions (2014-2025)
5. Market Size by Type

Global Pay-per-click (PPC) Advertising Revenue by Type

Global Pay-per-click (PPC) Advertising Volume by Type

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Global Pay-per-click (PPC) Advertising Price by Type
6. Market Size by Application (2014-2025)

Global Pay-per-click (PPC) Advertising Breakdown Data by Revenue, Volume
7. Manufacturers Profiles
8. Value Chain and Sales Channels Analysis

Browse for Full Report at @: https://www.htfmarketreport.com/reports/1809376-global-pay-per-click

Thanks for reading this article, you can also purchase individual chapter/section or regional report version such as North America, Europe or South Asia, South America, Eastern Europe or Africa.

About Author:

HTF Market Report is a wholly owned brand of HTF market Intelligence Consulting Private Limited. HTF Market Report global research and market intelligence consulting organization is uniquely positioned to not only identify growth opportunities but to also empower and inspire you to create visionary growth strategies for futures, enabled by our extraordinary depth and breadth of thought leadership, research, tools, events and experience that assist you for making goals into a reality. Our understanding of the interplay between industry convergence, Mega Trends, technologies and market trends provides our clients with new business models and expansion opportunities. We are focused on identifying the “Accurate Forecast” in every industry we cover so our clients can reap the benefits of being early market entrants and can accomplish their “Goals & Objectives”.


Contact US :
Craig Francis (PR & Marketing Manager)
HTF Market Intelligence Consulting Private Limited
Unit No. 429, Parsonage Road Edison, NJ
New Jersey USA – 08837
Phone: +1 (206) 317 1218
[email protected]

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Ad Fraud Warnings to Look Out for in 2022

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Ad Fraud Warnings to Look Out for in 2022


Advertisers spend $455 billion in online advertising per year and $42 billion of it lost due to ad fraud in 2019, according to Juniper Research. In addition, the Wall Street Journal reported that 28% of all web traffic likely comes from “non-human” bots.

Why hasn’t ad fraud been stopped yet? 

In short, it’s still difficult to detect. 

Fraudsters are using far more sophisticated techniques today than in the earlier days of the web and a single advertiser can run millions of ad impressions across hundreds of websites, making it extremely difficult to spot irregularities at such a large scale. 

It’s not a secret that ad fraud remains a major problem. But are advertisers aware of it and, if so, are they doing anything about it?

Fraud Blocker, a click fraud protection software, sent out a survey to PPC marketers to help answer some of these questions as they plan for their 2022 campaigns.

What is ad fraud?

Ad fraud is a means to defraud advertisers by using techniques that inflate the total number of ad clicks or views for financial gain. 

With click fraud, malicious actors can employ robots or low-wage workers to repeatedly click on ads illegally. Unaware of the fraud, advertisers then pay for the clicks as if they were real humans with actual buyer intent.

Another type of ad fraud, impression fraud, is often done by serving ads in places that are invisible to the human eye. This can be done by stacking ads on top of one another, loading them in tiny iframes, or serving them in the background of a mobile application.

Here are a few of the most common types of ad fraud today: 

  • Ad Stacking: Multiple ads are stacked on top of one another where only the top ad is visible, however advertisers are charged for the non-viewable ads.
  • Pixel Stuffing: A malicious publisher loads ads, or an entire website, inside a 1×1 pixel. The ads are non-visible to the human eye.
  • Click Farms: Attackers hire a group of individuals whose job it is simply to click on ads throughout the day. Click farms use techniques that give the impression that each click is from a different user and device.
  • Click Bots: One of the most popular methods of click fraud is done by web robots. These bots can be simple programs that click on ads repeatedly or they can be large operations that are installed with malware on user’s devices and click on ads unknowingly in the background.
  • Location Fraud: The geographic location of ads are spoofed using a Virtual Private Network (VPN). This makes ads appear to be shown in a more desirable location, such as in the US, despite actually being shown in a less desirable country.
  • Video Viewing Fraud: The popularity of video channels can be easily faked to appear more appealing to advertisers, much like social media followers. Advertisers ultimately end up paying based on the view counts which a large portion of may not be from real humans. 
  • Affiliate Ad Fraud: Fraudsters manipulate the cookies on a user’s device to wrongly credit an associated affiliate as the source of purchase without the user’s knowledge.
  • Source Spoofing: The data detailing where an advertisement ran is altered to appear as a more trustworthy publisher or mobile app. 
  • Domain Spoofing: The domain name is changed to falsely appear as if the ad came from a more premium site, such as changing from junknewssite.com to WSJ.com.
See also  3 Smartest Ways to Spend Your Google Ad Credits

Visit here for more details on the different types of ad fraud.

Ad fraud still remains a large concern for advertisers

In the new survey, PPC managers were asked about their awareness of ad fraud, their overall level of concern and, what role in marketing they held to see if there was any correlation. 

The vast majority of all respondents, 70%, stated they were somewhat or very concerned about ad fraud. 

The survey also showed that more experienced marketers had a larger concern about fraud. These particular respondents may be able to identify fraud more frequently due to their dedicated marketing and analytics experience relative to more general business owners and consultants.

Ad fraud continues to significantly impact campaign performance

All respondents to the survey had direct experience managing PPC ad campaigns and most of them reported seeing a large amount of fraud. 

74% of those respondents experienced more than five percent of fraud in their ad campaigns and an incredible 11% of marketers experienced greater than 25% of fraud. Even a small amount of fraud can have a tremendous impact on an advertiser’s budget and performance.

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The types of ad fraud, and their marketing channels, still vary wildly

Historically, click bots were often the most commonly mentioned type of fraud, but today the survey shows “ad stacking” and fraudulent URL sources as the most common problems for PPC managers. 

Click bots and “pixel stuffing” were the third and fourth most commonly mentioned and over 10% stated that competitors clicking their ads was a major problem for them.

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The respondents also experienced fraud across every channel in nearly the same amount. Even newer technologies, such as over-the-top streaming TV (OTT), reported sizable issues of ad fraud. This could be due to it having less mature ad tech that creates a greater potential for exploits. 

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Experienced marketers use third-party software to help prevent fraud 

Eliminating ad fraud entirely can be very difficult, but advertisers can rely on a few techniques to help save their budgets and improve their performance.

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The first is to simply follow best practices to help identify bots, such as adding a “honey pot” to lead forms, or by frequently monitoring data from clicks, views, and leads to find irregularities and then adjusting advertising campaigns accordingly. However, these require experienced marketers to be able to identify the bad data and it can be labor-intensive to frequently monitor and take action. 

Another option is to rely on anti-fraud services provided by ad networks, such as Google Ads. This can be effective; however, there is often a conflict of interest the ad networks generate revenue from each click or impression regardless if it’s fraudulent. Reducing their fraud clicks thus reduces their revenue. Some ad networks also provide very little transparency of invalid activity in their reports and then the burden can be up to the advertiser to request reimbursements if fraud is discovered. 

Some ad networks, such as Google Ads, provide “invalid clicks” in their campaign reports for advertisers, but one man sued Google after allegedly discovering his invalid clicks were far greater than what the Google reports were showing. 

When the survey respondents were asked if they believed Google Ads blocked click fraud, only half of the respondents, 49%, believed Google did. This should be a major consideration for advertising in 2022.

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The final option is to use a dedicated, independent ad fraud detection software. There are several players on the market that can help advertisers detect, block fraud in real-time and the survey showed that about 50% of advertisers use these services, or have considered using one.  

Timeline

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Overall, the results of this survey indicate the prevalence of fraud in advertising campaigns today is still very high. As marketers plan for 2022 they should consider taking action against this fraud to improve their ad performance and extend their ad budgets.

See also  Analytics: What Sources are Stealing Your Paid Revenue Attribution?

Methodology

The Fraud Blocker survey was conducted by Pollfish and concluded on December 1, 2021. It was sent to a randomized group of PPC marketers and media buyers in the US and UK who purchased digital advertising in the prior 24 months. 200 respondents completed the survey. Pollfish is a leading survey company with a pool of over 480 million mobile audience members worldwide that participate in their surveys.





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Use Customer Lifetime Value to Find More Clients

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Use Customer Lifetime Value to Find More Clients


With new privacy rules continually changing the landscape of third-party data, brands are increasingly becoming more focused on understanding their current customers in order to make more sophisticated marketing decisions. One approach to this is utilizing customer lifetime value (LTV) to segment your best customers and ultimately find more of them. In this article, we’ll provide a brief outline of LTV but you’ll want to attend Hero Conf 2022 in Austin, Texas for a more in-depth breakdown with key takeaways.  

What is customer lifetime value?

The lifetime value of a customer, or customer lifetime value (LTV), represents the total amount of money a customer is expected to spend in your business, or on your products, during their lifetime. 

*Note on calculating LTV*

Now to be fair, there are a number of varying ways to calculate LTV going from relatively simple, to complex and complicated. This article will not be focused on evaluating the best approach or even how to calculate LTV.  I do have some preferred tools which I’ll share at Hero Conf- but ultimately finding the best tool that works for your brand is important. 

Large brands like Amazon and Starbucks have documented how their understanding of LTV has influenced their marketing and overall business decisions. Smaller brands who often have limited resources in their pursuit of growth often overlook LTV or don’t truly appreciate how helpful it can be to their overall growth.

Which campaign is performing better?

Take a look at the chart below – at a glance – which campaign appears to be performing better?

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Campaign A Campaign B
Clicks 2,000 2,000
Purchases (Conversions) 1,000 780
Cost/Click (CPC) $5.00 $6.50
Cost $10,000 $13,000
Cost / Acquisition (CPA) $10.00 $16.67

Most digital marketers, including myself, would say campaign A.  More purchases (revenue), lower CPC, and lower CPA. Seems pretty obvious. 

But a question that’s worth asking is – what if campaign B focused on acquiring a better quality customer?  Someone who purchased a higher average amount bought more frequently, and stayed, is a customer of the brand for a longer period of time.  Ultimately, a customer with a higher LTV.  The question of which campaign is performing better looks a lot different when LTV is factored as a metric and could lead to very different marketing approaches.  

Looking beyond CPCs & CPAs

These are conversations that more brands should be having. Looking at CPCs, CPAs and the revenue from the first purchase are all very common KPIs, but they can be misleading and myopic. Factoring in LTV provides a more holistic approach to making marketing and overall business decisions.  

Going a step further, brands that decide to utilize LTV often come across the hurdle of how to efficiently segment their best from worst customers. In the workshop, I’ll share the most effective analysis that we’ve found.  For brands on Shopify, we’ll take it a step further and offer a valuable app that will both help solve LTV and segment your customers as well.  There are a number of apps in the Shopify App Store that can help calculate your LTV and effectively segment your customers for you, but there’s one that we’ve found to be leaps and bounds ahead of the rest.   

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Finally, once you’ve segmented your customers, you now have the ability to supercharge your marketing efforts to find more of your best customers, while also excluding targeting anyone who you believe might be exclusively bargain hunters or cherry pickers.  

Summary

If you’re interested in scaling your brand, you’ll want to attend this workshop.  Understanding LTV and how to find more of your best customers will be an invaluable tool that will help move the needle for your brand in 2022.  Key takeaways will be: 

  • How LTV has shaped the decisions of large brands we all know
  • How LTV provides a more holistic picture of success within paid search
  • How we’ve helped a women’s apparel and homeware brand find more of their ideal customers
  • Tactical insights (including apps/tools) on how to implement an LTV strategy within paid search

Hope to see you there!





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Tips for Optimizing a Localized PPC Account

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Tips for Optimizing a Localized PPC Account


Before jumping into the components of a local PPC account and why it matters, we should first define what constitutes a local PPC account. The basic definition is that it targets customers within a specific region. The strategy for localized PPC specifically involves using local keywords and geotargeting.  One would quickly assume that only brick and mortar businesses like a neighborhood pizza shop, dentist’s office, or boutique retailer would run local campaigns, but that isn’t always the case. Even if you have locations around the world,  you can serve and sell to potential customers virtually, by using a localized approach. 

The Value in Running Localized PPC

As PPC marketers, one of our biggest responsibilities is to optimize campaigns. The term ‘optimize’ may sound like a broad term, but it really represents many tactics. The biggest areas of focus for optimization would likely be to improve the engagement via click-through rate, improve the return on ad spend via sales leads or transactions, and make each dollar in the budget go just a little farther. In national campaigns, it may sometimes be a little bit harder to find pockets of wasted spend, like geographic targets for example, but in local campaigns with a laser focus, inefficiencies are easier to spot and/or avoid. If the budget is tight and you can’t afford to spend money on clicks, you have to optimize toward what works.

How to Optimize for Local PPC

Source: Google Ads Manager user interface

In terms of local PPC, the biggest way to optimize campaigns would be to focus on performance by geographic area. More often than not, when you dig into the data, you’ll find these areas of opportunity. In Google Ads, location reporting provides insights into not 

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only your targeted locations but also your matched locations (where activity has been attributed to). Reviewing these location reports is a great way to discover new pockets of results-driving zip codes or DMAs, which can be leaned into with a positive bid modifier to increase traffic, or conversely, excluded from your campaign altogether if they are wasting budget by not driving conversions. Additional geographic reporting available in Google Ads includes the distance report, which shows how the distance from a location impacts search ad performance.

Here are a few reasons why optimizing for location is so crucial in PPC:

  • Nearly 30% of searches for something in a specific location will result in a purchase (Source: Valve and Meter, via Google).
  • In 2020, 93% of Americans used the Web to find local businesses. (Source: BrightLocal)
  • Almost one-third of all searches made on mobile phones are location-based (Source: The SEM Post).

Source: Crimson Park Digital

There is so much more to local campaigns than just their location settings, however, a huge factor that contributes to performance is intent, via localized keywords. These are phrases that not only include the words “near me,” “local,” or “nearby,” but also zip codes, town names, and other localized signals that show “near me” intent.  

Did you know? 

  • 82% of smartphone users are actively searching for businesses near them (Source: Search Engine Land)
  • 76% of people who search for something nearby on a smartphone will visit a business within one day (Source: Google)
  • Almost 70% of searchers on mobile will call a business using a link from the search (Source: PowerTraffick, via Google).
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Localized searches are not just siloed to mobile, even with such strong mobile statistics,  it really depends on the industry, offerings, business, and how that type of customer behaves by device. Is your business in higher demand when customers are already on the go? Or are your services something that needs extensive research ahead of time, before leaving home? These are questions to ask before dialing up the mobile bid adjustments. 59% of consumers still prefer to search for local information on a desktop versus other smart devices.





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