The Unseen Costs Of The Pay-Per-Click Search Game
If the experts are correct in estimating that 25% of all clicks are fraudulent, then you are paying out 33% more than you should have to pay to get your business.
If you are converting PPCSE clicks-to-sales at a rate of $20 per transaction, then you should be aware that your actual conversion rate for non-PPCSE advertising would cost you an average of $15 per transaction. By escaping the pay-per-click search engine model, you could in effect make an additional $5 per transaction by cutting the fraud out of your marketing budget.
Personally, I would rather not pay the pay-per-click mafia the $5 a transaction that they are exacting against pay-per-click advertisers.