As one of my many new year’s resolutions I was doing some house cleaning on my sites and stumbled upon this post I wrote back in 2007 about Google’s IP Exclusion tool.
I think it’s a topic that needs to be revisited. I’ve seen consistent increase in competition and CPC’s across my client base for the last several years and in order to be sure costs don’t increase as well, you need to be vigilant in stopping fraudulent clicks and spending on inefficient keywords.
I can’t tell you how to exactly do that because each account is unique but making sure you are on top of your analytics (bounce rate, conversion rate, CPC, cost per conversion, et al) along with proper geo-targetting and IP exclusion will go a long way staying ahead of the game.
check out my thoughts on IP exclusion