And what is foundation for their brands?

It is their powerful Logos!

Your logo is means by which you can distinguish your products and services and therefore serve both your needs and needs of your customers.

Ok, so what are TOP 5 components that make up an excellent logo?

1) Long lasting style.

It is often tempting to adopt a design that looks really cool at time but that can become outdated very quickly. This leads to logo being constantly changed. Your logo designer should resist urge to change your logo unless it is really necessary. It is only after consumers frequently see your logo that people may start to notice it. (Sometimes this is after you are already bored with it)

2) Distinctiveness.

It is interesting to note that many new companies adopt logo styles that are very similar to everyone else's. Don't go overboard though, your designer should be sensitive to cultural norms. A really wacko design wouldn't do well in funeral home. However, you should still seek distinctiveness.

3) Appealing to consumers.

Your logo must be appealing to those who aren't affiliated with your company. This means you must test your logo. Show it to your customers and see what they think. Ask them what emotions it evokes in them.

4) Conveys right image.

What image are you trying to get across to your customers? Corporate? Upscale? Franchise looking?

5) Legibility

No matter what you do, if people don't understand your logo, then it will be ineffective. Who are you trying to target? Where are you going to be displaying your logo other than your web site? Will it be on your letterhead, business cards, auto signs? Does your logo put out same message no matter where it is displayed.

In conclusion, your logo is central to your company's "personality". Even if your company has a great personality, if your logo doesn't convey that, then people may get wrong idea and never do business with you. Within your logo and company name is held all of your investments, because it is this clear, identifiable aspect of your brand that consumer uses in selecting your company or purchasing your products.

The author, Nathan Cain has more ideas that will help your business marketing efforts.

Then, look at quantity of clicks from each IP address, click behavior and click timing. Run a "reverse IP address lookup" to see who is making those clicks.

Basically, you want to be able to gather as many details as possible for each and every click. Whether you will depend on tool your webhost is providing you, or you will install a software yourself, or you will contract it out, make sure you have capability of capturing IP address.

If IP address was not captured, or cookies were not generated, that's an indication of clicks being generated by automated scripts known as "hitbots."

3. Start tracking conversion ratio. You can choose to track conversions either by using your own conversion tracking system, or by using a third-party conversion tracking tool. There are plenty of low-cost conversion tracking solutions.

In some cases, services offering to track your clicks will have a sales conversion option available for you. That's a service you definitely want to get if you don't want to deal with it yourself.

But, if your sales ratio is very low or even zero, your chances are very high that you're being bullied by someone. It could as well be low demand of your product or a high competition, but if you're getting high amount of traffic from your PPC campaign and low to zero sales, chances are very high that you could be a victim of click-fraud.

So, what do you do if you suspect that you're receiving fraudulent clicks on your PPC campaign?

4. Be meticulous - very thorough. Make sure you have data that points to questionable traffic. You have to have evidence of suspicious clicks. Ensure that you have a legitimate case even if you have to double check your records. The PPC provider will ask you for facts and not an opinion.

5. Carefully document your traffic analysis during your PPC campaign. Document anything related to campaign - handwritten notes, email exchanges, scribbles, reports, screen shots, etc.

6. Be sure to record every one of clicks, whether they're from your server logs or from a third party processor that you might be contracting for this purpose.

7. Document all relevant competitor positioning. Ever since Google changed its policy on PPC ads, there have been various reports on competitors of a same product manipulating Google's new system.

It's people with more technical knowledge manipulating system for their own good while killing campaigns of people with no technical knowledge. They're not breaking Google's rules, but they know when to pause their campaign (knowingly) and when to reactivate it again.

8. On other note, you might want to contact your competitors to see if they're experiencing click fraud. Your PPC campaign might not be only one experiencing these fake clicks. Two victims' cases presented to PPC provider will make a stronger case.

9. When feeling highly confident that you have a strong case and clear facts that you've been a victim of click fraud, contact your PPC account representative and submit your data with a request for refund. Their investigations can, and do take time.

10. Meantime, continue to monitor your click activity and record any additional data.

It's unfortunate that we have to be so much involved to protect ourselves. We pay for advertising so we can free up our time and let someone else do it. But with seriousness of PPC "click spam" nowadays ........ you snooze - you lose.

If PPC providers don't solve this problem, perhaps there are other ways of bringing highly targeted traffic with less stress.