Verifying your PPC Efforts

I'm currently giving the product PPC Assurance a trial run. PPC Assurance is a product from Enquisite that makes it easy to verify that all the clicks you're getting and paying for from your Google Adword campaign are legitimate.

According to their web site up to 10% of clicks you get charged for you shouldn't be charged for. Now if you're running a small campaign that may be just a couple of bucks a month, but what if you're spending thousands per month. In this case it can equate to 100's if not thousands of dollars each month and over the course of a year, we're talking big bucks.

So with a new client SEM campaign launching last week I decided to give PPC Assurance a trial run. The set-up looked simple and it should have been. However, my expectations and requirements didn't fit into the standard business model. So a few emails and phone calls later I was up and running with a clearer sense of how this product works. Knowing what I now know, it should taken less then 15 minutes.

PPC Assure basically sits on top of your existing Enquisite account (more on that great product another time) and measures every click you get from Google Adwords. With an API into Adwords itself, PPC Assurance verifies that every click you're being charged for match your campaign criteria. It then reports on inappropriate clicks and even has a mechanism for claiming refunds from Google.

Is PPC Assurance for you. The answer is no if you're running a Global campaign with no day parting settings and no audience targeting (language, country, etc.). However, if you like most of my clients running specific ads targeted at specific audiences (country, city, state/province, etc.) then PPC Assure is something to look into.

So far my trial test is going great. The campaign is set to only display ads to people searching within Canada in English. According to PPC Assure, about 8% of ad clicks are from outside that definition and that Google is charging for a little less then 1/2 of those (about 2.5%).

I'm going to run PPC Assurance for a whole month and then try the claim mechanism to see how it works. Keep looking here for more updates on this trial evaluation.

For more information on PPC Assure visit their web site at http://ppcassurance.enquisite.com/

No comments: