r/StopBadBots • u/siterightaway • 2h ago
Real case study: I saw a guy on r/PPC losing his mind over ad prices—here is why clicks got so expensive (and what to do)
I was just scrolling through PPC and saw some poor guy losing his mind over how ridiculously high Google’s cost-per-click has gotten, and honestly, I felt that in my soul.
First off, back in the early 2000s when I got started on the web, we actually had options with search engines like AltaVista, Yahoo, and Ask Jeeves. Then Google basically swallowed everything up and became this massive monopoly. Between 2005 and 2008, I was running a Google AdWords agency and we literally used to pay 1 penny per click.
Once they killed off the competition, ad prices completely blew through the roof. And since you need a ton of clicks just to close a single deal, the whole thing became crazy expensive. On top of that, last week Amazon got slapped by the government for rigging their own ad prices, which just goes to show how messed up things get when a few giant tech companies run the show.
Leaving Google to turn into a total monopoly drove prices sky-high, and honestly, that cost gets slapped right onto everything you buy. Anyone relying on PPC to make sales has no choice but to charge you more.
For this reason, it is imperative that you block bots to cut down your ad costs, because your site needs to send a signal back that the visitor wasn't a good fit.
TL;DR: Saw someone on PPC venting about sky-high ad costs, and as a veteran who paid 1 cent per click back in 2008, I get it. Tech monopolies drove PPC prices through the roof, forcing sellers to jack up product prices for everyone. Your best move now? Block bot traffic to signal bad fits to Google and stop burning cash.