| > | | | | companies go to great lengths creating intricate |
| Pay per click (PPC) advertising continues to gain | | | | software that allows for this to happen. |
| popularity in the online marketing world as an | | | | How Can You Deter It? |
| effective and inexpensive way to drive targeted | | | | Many advertisers know about the possibility of |
| visitors to web sites. Research firm eMarketer | | | | click fraud but generally haven't done much in the |
| reported that between 2002 and 2003 the paid | | | | past to prevent it. Some feel that if they |
| search listing market grew 175 percent. Major | | | | complain to any of the search conglomerates, it |
| trusted search properties such as Google, | | | | could ruin their free listings. Others feel like the |
| Overture, FindWhat.com, and Kanoodle, all offer | | | | problem is beyond them. |
| PPC campaigns in which you pay only when | | | | "It is a bigger problem, but folks just don't want |
| someone clicks through your banner ad or link. | | | | to take the time to track it down because it's a |
| But PPC also has an enemy--click fraud--and | | | | complex problem," stated John Squire, of web |
| understanding what it is and what to do about it | | | | analytics firm Coremetrics, to CNET. "Given that |
| should also be a key part of your PPC campaign. | | | | some of the largest marketers manage up to 1 |
| What is Click Fraud? | | | | million keywords in a campaign the data can be |
| Click fraud is when someone or something | | | | difficult to crunch." |
| generates illegitimate hits on your banner or text | | | | Companies who do understand and report click |
| advertisement causing you to pay for worthless | | | | fraud to search engine properties have had |
| clicks. AS PPC campaigns have grown in popularity | | | | success receiving refunds for fraudulent clicks. For |
| and keyword prices and bidding have become | | | | those advertisers who want to address the |
| more competetive, click fraud is on the rise. | | | | possibility of click fraud in PPC campaigns, good |
| Online marketers are becoming increasingly | | | | option do exists. At the most basic level, |
| worried about the prospect of click fraud. | | | | advertisers can use general auditing; many have |
| According to CNET News, some marketing | | | | been known to compile lists of sites that generate |
| executives estimate that "up to 20 percent of | | | | high numbers of clicks but not sales. This will |
| fees in certain advertising categories continue to | | | | indeed put up a red flag. |
| be based on nonexistent consumers in today's | | | | On the other hand, because click fraud is |
| search industry." | | | | advancing at such frequency, click fraud detection |
| This estimate is certainly unsettling for advertisers | | | | companies and software have been popping up all |
| who, recently, have been paying hefty amounts | | | | over the country. Let's take a look at some of |
| bidding on desirable search terms. Financial | | | | the options: |
| analysts report that in the year 2004 advertisers | | | | ClickDetective - ClickDetective allows you to track |
| are paying an average of 45 cents per click. | | | | return visitors to your site and alerts you if there |
| Compare this to 40 cents in 2003 and 30 cents in | | | | is evidence that your site may be under attack. |
| 2002; the bidding wars continue to rise. | | | | Its reports show you every click in real time |
| Who's Doing it and Why? | | | | rather than a summary hours later. |
| Click fraud perpetrators are most often | | | | - This fraud detector tracks all PPC search |
| motivated by trying to increase revenues from | | | | engines, detects multiple IP's, and even pops up a |
| affiliate networks or attempting to damage | | | | "ClickMinder" after a potential abuser clicks |
| competitors' revenues by forcing them to pay for | | | | repeatedly over five times. |
| worthless clicks. The Google Adsense program, in | | | | BogusClick - BogusClick can help advertisers |
| which affiliates receive payment for clicks | | | | determine competitor IP addresses, originating |
| whether they are real or not, has caused great | | | | PPC search engines and/or partner sites involved, |
| concern for Google and has intensified its focus | | | | as well as keywords used. |
| on click fraud. | | | | Clicklab - Clicklab employs a score-based click |
| Those engaged in click fraud use a variety of | | | | fraud detection system that applies a series of |
| techniques to generate false clicks. Low cost | | | | tests to each visitor session and assigns scores. |
| international workers from all over the world are | | | | Calculations are made to indicate bad/good |
| hired to locate and click on ads. The Times of | | | | sessions to show an advertiser the quality of |
| India provided investigative reporting on payment | | | | traffic. |
| for manual click fraud happening in India. Unethical | | | | Click fraud is a big problem in search engine |
| companies may pay their own employees to click | | | | marketing that's only going to get bigger in the |
| on competitor ads. Last but not least, click fraud | | | | future. It is wise for any online advertiser to |
| can be generated by online robots programmed | | | | implement some auditing system. Why continue |
| to click on advertiser or affiliate ads. Some | | | | to waste precious campaign money?! |