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Biggest Insurance Advertisers Being Ripped Off by Ad Fraud
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Biggest Insurance Advertisers Being Ripped Off by Ad Fraud

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When large insurance companies spend tens of millions on search ads per year, on very expensive keywords, they are a prime target for bad guys who can rip them off using proven fraudulent......

When large insurance companies spend tens of millions on search ads per year, on very expensive keywords, they are a prime target for bad guys who can rip them off using proven fraudulent techniques. See the screenshots.

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  • 1. Insurance Brands Suffering Ad Fraud Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com November 2013 -1- Augustine Fou
  • 2. Executive Summary • Insurance companies are among the biggest spenders in digital ads, specifically paid search ads, which were widely considered the most efficient way to get prospective customers. • Estimated spending: -2- Statefarm.com - $46M /yr Geico.com - $44M annually Progressive.com - $34M /year Esurance.com - $28M per year Allstate.com - $25 million /yr USAA.com - $21M annually Augustine Fou
  • 3. Statefarm.com Most expensive keywords -3- Source: iSpionage Nov 2013 Augustine Fou
  • 4. StateFarm Search Ad http://www.beesq.net/ find.php?keyword=statefarm+insurance& submit= -4- Augustine Fou
  • 5. StateFarm Landing Page http://www.statefarm.com/agent/US/LA/ Haughton/Buster-Constanz iCJ5701YS000 -5- Augustine Fou
  • 6. Geico.com Most expensive keywords -6- Source: iSpionage Nov 2013 Augustine Fou
  • 7. Geico Search Ad http://be stcolonanswers.com -7- Augustine Fou
  • 8. Geico Landing Page http://www.geico.co m/landingpage/go27 2.htm?soa= 58535 -8- Augustine Fou
  • 9. Progressive.com Most expensive keywords Source: iSpionage Nov 2013 -9- Augustine Fou
  • 10. Progressive Search Ad http://besthealthopini on.com - 10 - Augustine Fou
  • 11. Progressive Landing Pg http://www.progressive.co m/lp/ps-generic-auto-credefault/?code=9003849007 &se=Bing&cmp=GEN%20 %20CW%20Network&adg r=LOC%20%20INS&kwd=insurance% 20quotes%20in&srcfrc=tru e&mt= p&jsf=65af5caad92d-4c66-aa5b2dd06a7beed4:24749 - 11 - Augustine Fou
  • 12. Esurance.com Most expensive keywords - 12 - Source: iSpionage Nov 2013 Augustine Fou
  • 13. Esurance App (search result) http:// lh3.ggpht.com/sBdymNqfJhNnkvZWsznMgq6bPLgDjJsbtrzdsjrzG4u_px6cd j5MDsGEHRb0JMMR34=w200 - 13 - Augustine Fou
  • 14. AllState.com Most expensive keywords - 14 - Source: iSpionage Nov 2013 Augustine Fou
  • 15. AllState.com Search Ad Findcanc erresource.com - 15 - Augustine Fou
  • 16. AllState.com Landing http://call.allstate.com/all state_bing_msnkwallstat einsuranceexact/?CMP= KNC-MSN-035655131101:allstate+insuranc e&Campaign=44444000 0035655&_vsrefdom=m snkwallstateinsuranceexa ct&mchxkw=allstate%20 insurance_e_{adposition }_c - 16 - Augustine Fou
  • 17. Search Ad Fraud Backgrounder - 17 - Augustine Fou
  • 18. How Click Fraud Works “vacuum cleaner” keyword Walmart search ad Bot clicks through to walmart.com - 18 - Augustine Fou
  • 19. Pass Fake URL Trackers http://www.olay.com/skincare-products/OlayProX?utm_source=msn&utm _medium=cpc&utm_camp aign=Olay_Search_Deskto p_Category+Interest+Prod uct.Phrase&utm_term=eye %20cream&utm_content= TZsrSzFz_eye%20cream_ p_2990456911 passing fake source/referrer - 19 - Augustine Fou
  • 20. Other Bad Guy Domains http://analyzecanceradvice .com http://analyzecancerhelp .com http://bestcanceropinion .com http://bestcancerproducts .com http://bestcancerresults .com http://besthealthopinion .com http://bettercanceradvice .com http://bettercancerhelp .com http://betterhealthopinion .com http://findcanceropinion .com http://findcancerresource .com http://findcancertopics .com http://findhealthopinion .com http://finestcanceradvice .com http://finestcancerhelp .com http://finestcancerresults .com http://getcancerproducts .com - 20 - 96,000+ more sites like these, designed to show search ads and self-click on them to steal CPC ad dollars Augustine Fou
  • 21. Digital Ad Forensics Process Preliminary Scan Sizing of ad fraud Forensic Analysis Maintenance • Technology Tools • Statistical analysis • Budget shifts • Further optimization Implementation FREE $$$ Preliminary analysis of paid campaigns and analytics to determine magnitude of the ad fraud impacting client. Creating recommended list of changes, including list of sites to exclude in each ad channel. - 21 - $ Subscribe to triangulated, cross-industry database of “ad fraud offenders” to continuously update blacklists and whitelists. Augustine Fou
  • 22. Related Articles Digital Ad Fraud Briefing By: Augustine Fou December 2013 Fake YouTube Videos By: Augustine Fou, December 2013 How Display Fraud Works By: Augustine Fou, May 2013 Fake Linkedin Profiles By: Augustine Fou, December 2013 How Click Fraud Works By: Augustine Fou, November 2013 Fake Facebook Profiles By: Augustine Fou, Dec 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 - 22 - Augustine Fou
  • 23. Dr. Augustine Fou – Digital Forensics “I advise clients on optimizing advertising across all channels. Using advanced technical forensic techniques and custom tchnology tools, we detect and mitigate ad fraud and waste.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou - 23 - @acfou Augustine Fou
  • 24. More Bad Guy Sites - 24 - Augustine Fou
  • 25. More Identical Sites http://picturesandbox.com/screengrab/grid.php - 25 - Augustine Fou
  • 26. Dozens of Identical Sites 1 2 6 7 3 8 4 5 9 http://picturesandbox.com/screengrab/grouped.php# 10 11 - 26 - 12 13 14 15 16 17 Augustine Fou