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February 16, 2005
New Way to Do Click Fraud
Marketing Vox is reporting a new way to conduct click fraud - "impression spam".
New Search Fraud Method: 'Impression Spam'
16 Feb 2005
ReveNews points to a new form of search engine marketing fraud, where competitors temporarily turn their own campaigns off and then flood certain keywords with thousands of searches. The many impressions without clicks causes Google to decide that the competitor ads are not as relevant and may even cause the suspension of their campaigns. The practice, called impression spam, was first reported by antifraud site StopScum.com earlier this month. Purported victims of impression spam writing in to StopScum.com say that Google has recognized the problem and even has helped prevent some obvious examples, but for the most part will not recompense advertisers for losses. Google does compensate advertisers for losses incurred from click fraud.
http://www.marketingvox.com/archives/2005/02/16/new_search_fraud_method_impression_spam/
The Marketing Experiments Journal is currently compiling research on Click Fraud and offer several tips for preventing click fraud.
A business owner can combat click fraud and impression fraud several ways:
Carefully monitor rapid drops in website conversion with corresponding spikes in paid search traffic. This type of rapid change in metrics could indicate someone or something is manipulating your search campaign. Large amounts of click-traffic with no new sales or leads often indicate click fraud, particularly if you have historical data that shows a higher average website conversion rate from the same core search terms.
a. Implement a click-fraud tracking tool. There are several monitoring tools that will look for irregular patterns in your click traffic and flag potential fraud.
b. Pay attention to the search terms that have been deactivated in your Google account because of apparent low conversion. If the campaigns have been running for some time successfully and suddenly some of your key terms have been deactivated, it may indicate impression fraud.
c. Report any click fraud to Google so that their fraud team can attempt to identify the source of the fraud. Google has various click fraud screening tools that monitors all click traffic and they have even more advanced screening tools that their staff uses to identify the source of click fraud. Like SPAM, we believe much of the click fraud comes from just a handful of criminals.
d. Monitor your traffic in general on a daily basis. By implementing an accurate web analytics tool you can monitor the quality of your traffic.
Posted by marketplacesna at February 16, 2005 04:11 PM
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