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The Clicks Add Up: Monitoring Web Downtime for Higher ROASThose responsible for a company’s Internet marketing efforts realize the loss of credibility that arises when users are unable to access a website. Those responsible for paying the online marketing department’s bill, however, would be wise to understand that in some instances there is even more to risk than just credibility; and that something is pay per click advertising dollars.Do You Advertise Using Google Adwords, Yahoo Overture or 7Search.com? Visit a leading resource for PPC Advertisers at AdSupervision.com Pay per click, or PPC, is an advertising technique used on websites, especially search engines. Pay per click advertisements are usually text ads placed near search results; when a site visitor clicks on the advertisement, the advertiser is charged a set amount. Pay per click is also sometimes known as Cost per click (CPC), pay for placement and pay for ranking. Successful PPC advertisers are champions of measurement. They know the optimum bid to place for each keyword, the ROI on each keyword and can determine their exact ROAS (return on advertising spend) for their overall pay per click campaign with ease. What these online advertisers might not be realizing when calculating their ROAS however are the clicks they pay for that result only in a charge from the ad network without a visitor being delivered. A Practical Example: Shopping Website Say for instance that your average bid price is .50 cents and you receive 30 clicks every hour - resulting in 720 clicks every day and a daily ad spend of $360. If your website is unavailable just one percent of the time during the day, you have lost $3.60 each day. Over the course of one month you have lost $108.00. Over the course of one year, you have lost $1,296.00. Individual Internet advertisers and larger online advertising agencies are finding that pausing pay per click campaigns when websites are unavailable due to regular server outages, catastrophic failures or hacking attempts is an undeniably smart way to reduce costs associated with a bid for placement advertising campaign. When advertiser websites are unreachable by web surfers, systems such as that provided by InternetSupervision.com send notification via email, SMS or voice contact. This could essentially give you a “heads-up” and some lead time if you need to pause a pay per click campaign. InternetSupervision has taken its website monitoring a step further, enabling its members to pause PPC campaigns associated with a particular website when that website in unavailable. When the website recovers, members receive two notifications; one indicating website recovery and one noting the ad campaign reactivation status. Monitoring the availability of a Web presence enables you to make sure that your advertising is doing what it should – bring visitors to your website. Since pay per click search engines charge you for clicks that their ad networks generate whether your site is available to visitors or not, if your site is down for any length of time you run the risk of draining your advertising account very quickly. About the author: About the Author: As an advocate for PPC advertisers, Pete Prestipino suggests one way to avoid paying for clicks that never arrive at your website is to be proactive about monitoring website availability. Monitor One Website Free at InternetSupervision.com - http://www.InternetSupervision.com Circulated by Article Emporium
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