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I would like to lay down a definition as to what I think constitutes click quality.
In one short sentence, I would describe click quality as the factor which will turn a click into a conversion. The lower the click quality , the less likely a conversion is going to happen.
A conversion is the end action for which the site was designed. This can be a sale for an e-commerce enabled site, a sign-up to an e-mail subscription, a sales lead, or a click to another site for affiliate marketers.
What is a high quality click?
A high quality click comes from someone in your targeted region(s) who is motivated to buy your good or services. This comes from a highly optimised campaign only displaying your ads in the locations and to the people who matter, this is the holy grail of PPC advertising.
Where are the low quality clicks from?
The low quality clicks from from a number of locations:
- Click fraud, competitor and publisher
- Made for Ads Sites (MFA)
- Parked Domains
- Adwords for Domains
- Click Bots
- Click Farms
- Clicks from Outside your Geo-Targeted Zone
The conclusion to this post is very simple, reduce your low quality clicks as much as possible in increase your chances of conversion and increase your advertising return on investment.
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