Insurance Brands
Suffering Ad Fraud
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
November 2013
-1-

A...
Executive Summary
• Insurance companies are among the biggest spenders
in digital ads, specifically paid search ads, which...
Statefarm.com
Most expensive keywords

-3-

Source: iSpionage Nov 2013

Augustine Fou
StateFarm Search Ad
http://www.beesq.net/
find.php?keyword=statefarm+insurance&
submit=

-4-

Augustine Fou
StateFarm Landing Page
http://www.statefarm.com/agent/US/LA/
Haughton/Buster-Constanz iCJ5701YS000

-5-

Augustine Fou
Geico.com
Most expensive keywords

-6-

Source: iSpionage Nov 2013

Augustine Fou
Geico Search Ad

http://be stcolonanswers.com

-7-

Augustine Fou
Geico Landing Page
http://www.geico.co
m/landingpage/go27
2.htm?soa= 58535

-8-

Augustine Fou
Progressive.com
Most expensive keywords

Source: iSpionage Nov 2013

-9-

Augustine Fou
Progressive Search Ad

http://besthealthopini on.com

- 10 -

Augustine Fou
Progressive Landing Pg
http://www.progressive.co
m/lp/ps-generic-auto-credefault/?code=9003849007
&se=Bing&cmp=GEN%20
%20C...
Esurance.com
Most expensive keywords

- 12 -

Source: iSpionage Nov 2013

Augustine Fou
Esurance App (search result)

http://
lh3.ggpht.com/sBdymNqfJhNnkvZWsznMgq6bPLgDjJsbtrzdsjrzG4u_px6cd
j5MDsGEHRb0JMMR34=w2...
AllState.com
Most expensive keywords

- 14 -

Source: iSpionage Nov 2013

Augustine Fou
AllState.com Search Ad
Findcanc erresource.com

- 15 -

Augustine Fou
AllState.com Landing
http://call.allstate.com/all
state_bing_msnkwallstat
einsuranceexact/?CMP=
KNC-MSN-035655131101:allst...
Search Ad Fraud
Backgrounder
- 17 -

Augustine Fou
How Click Fraud Works
“vacuum cleaner” keyword

Walmart search ad

Bot clicks through
to walmart.com
- 18 -

Augustine Fou
Pass Fake URL Trackers
http://www.olay.com/skincare-products/OlayProX?utm_source=msn&utm
_medium=cpc&utm_camp
aign=Olay_Se...
Other Bad Guy Domains
http://analyzecanceradvice .com
http://analyzecancerhelp .com
http://bestcanceropinion .com
http://b...
Digital Ad Forensics Process
Preliminary Scan
Sizing of
ad fraud

Forensic Analysis

Maintenance

• Technology Tools
• Sta...
Related Articles
Digital Ad Fraud Briefing
By: Augustine Fou December 2013

Fake YouTube Videos
By: Augustine Fou, Decembe...
Dr. Augustine Fou – Digital Forensics
“I advise clients on optimizing
advertising across all channels. Using
advanced tech...
More Bad Guy Sites

- 24 -

Augustine Fou
More Identical Sites
http://picturesandbox.com/screengrab/grid.php

- 25 -

Augustine Fou
Dozens of Identical Sites
1

2

6

7

3
8

4

5

9

http://picturesandbox.com/screengrab/grouped.php#

10
11
- 26 -

12

1...
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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 techniques. See the screenshots.

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Biggest Insurance Advertisers Being Ripped Off by Ad Fraud

  1. 1. Insurance Brands Suffering Ad Fraud Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com November 2013 -1- Augustine Fou
  2. 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. 3. Statefarm.com Most expensive keywords -3- Source: iSpionage Nov 2013 Augustine Fou
  4. 4. StateFarm Search Ad http://www.beesq.net/ find.php?keyword=statefarm+insurance& submit= -4- Augustine Fou
  5. 5. StateFarm Landing Page http://www.statefarm.com/agent/US/LA/ Haughton/Buster-Constanz iCJ5701YS000 -5- Augustine Fou
  6. 6. Geico.com Most expensive keywords -6- Source: iSpionage Nov 2013 Augustine Fou
  7. 7. Geico Search Ad http://be stcolonanswers.com -7- Augustine Fou
  8. 8. Geico Landing Page http://www.geico.co m/landingpage/go27 2.htm?soa= 58535 -8- Augustine Fou
  9. 9. Progressive.com Most expensive keywords Source: iSpionage Nov 2013 -9- Augustine Fou
  10. 10. Progressive Search Ad http://besthealthopini on.com - 10 - Augustine Fou
  11. 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. 12. Esurance.com Most expensive keywords - 12 - Source: iSpionage Nov 2013 Augustine Fou
  13. 13. Esurance App (search result) http:// lh3.ggpht.com/sBdymNqfJhNnkvZWsznMgq6bPLgDjJsbtrzdsjrzG4u_px6cd j5MDsGEHRb0JMMR34=w200 - 13 - Augustine Fou
  14. 14. AllState.com Most expensive keywords - 14 - Source: iSpionage Nov 2013 Augustine Fou
  15. 15. AllState.com Search Ad Findcanc erresource.com - 15 - Augustine Fou
  16. 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. 17. Search Ad Fraud Backgrounder - 17 - Augustine Fou
  18. 18. How Click Fraud Works “vacuum cleaner” keyword Walmart search ad Bot clicks through to walmart.com - 18 - Augustine Fou
  19. 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. 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. 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. 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. 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. 24. More Bad Guy Sites - 24 - Augustine Fou
  25. 25. More Identical Sites http://picturesandbox.com/screengrab/grid.php - 25 - Augustine Fou
  26. 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

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