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A question about article submit (In: Directories and Link Building)
How to get a better ROI with pay per click adverti (In: Pay Per Click - Google/Yahoo & Others)
any rules for article post and blog post. (In: General Search Engine Optimization)
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2006-Aug-01 04:57
Click Fraud Rears Its Ugly Head
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g1smd
Staff
Joined: Jul 28, 2002
# Posts: 10465
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Posted: 2006-Aug-01 10:19
Almost impossible to stamp out, but are search engines doing enough to detect it?
I do wonder!
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IanK
Joined: Dec 07, 2003
# Posts: 90
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Posted: 2006-Aug-02 04:13
"Freeing up information"
This is something you hear frequently from the uninformed. Everyone is asking for transparency but they don't realize they're really asking for.
When you release information about exactly what you're doing to combat fraud you immediately destroy those methods because they are now available to the people committing the fraud.
The author of the article was completely correct in calling it an arms race. As such, nothing could be more stupid from the perspective of fraud control than transparency.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2006-Aug-02 05:19
Much of the click fraud issue is the illusion. The PPC engines would like to generate the illusion that it is very minimal. The click fraud detection companies want to generate the illusion that it is huge. And advertisers may be terrified about it. It is also a good scapegoat for bad conversions caused by any number of issues.
The only way to really know exactly how much click fraud exists is to know that you have detected all of it which is not very likely.
Yes, there is some click fraud. Yes, it can be bad for a few advertisers. In my experience it is a minor issue for most advertisers.
What is not a minor issue is how many Web sites have major obstacles to generating sales. I cannot emphasize enough that fixing conversion issues on a site MUST be a priority BEFORE you can make money with PPC.
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IanK
Joined: Dec 07, 2003
# Posts: 90
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Posted: 2006-Aug-02 10:31
I agree that it's an illusion at both extremes.
I also think that the assertion, which you see in virtually every article on click fraud, that the future of search is threatened by fraud is irresponsible hype.
Advertisers should definitely be aware of it, and even try to detect it, but at the same time the only important question an advertiser has to ask is: "Is the ROI there".
If it is then that particular source of traffic is a good source and what percentage of it is fraud is largely irrelevant.
If the ROI isn't there then, as flyingrose said, work on conversions.
This is assuming you're advertising with one of the biggies. With some of the smaller engines the percentage of click fraud is so high that it doesn't matter how well your ad converts.
Another thing you see a lot in click fraud articles (and on forums) is the implication that search engines are ignoring the click fraud problem and that they need to be punished in some way.
Forgive my bluntness but is anyone really stupid enough to believe that companies like Google and Yahoo are not extremely commited to reducing click fraud?
It's true that PPC engines are selling clicks, but what people are really buying is conversions. Reducing click fraud increases conversions.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2006-Aug-03 00:52
There are some who believe that since Yahoo, Google, etc. make money per click that they ignore click fraud to increase their income. If you look at the big picture that would be truly unwise as it will kill the golden goose.
There will always be some fraud, but as IanK says they're really selling conversions - results. If advertisers can't make money they won't keep buying ads.
There is a lot more money to be made in selling something that works for the long haul than making a lot of money and dot.bombing.
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