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Presentation on Click Fraud Presentation on Click Fraud Presentation Transcript

  • Strategic E-Marketing
    CLICK FRAUD
    Deejaysing JOGEE
    17th December 2010
  • CLICK FRAUD
    PRESENTATION OUTLINE
    • Introduction
    • PPC and Invalid Clicks View slide
    • What is Click Fraud? View slide
    • Who is committing click fraud & why?
    • Latest statistics on Click Fraud
    • Types of Click Fraud
    • 7 ways to stop and prevent click fraud.
  • CLICK FRAUD
    INTRODUCTION
    Click Fraud is getting worse each day
    Threatens the ROI of PPC Ad
    Click Fraud Index – 16.2% of clicks are fraudulent
    Experts should help advertisers ensure high click quality
  • CLICK FRAUD
    PAY PER CLICK
    Whenever an ad displayed by a search engine is clicked, the advertiser pays a small fee for each click.
    Most often, the link directs the potential buyer to the advertiser’s website.
  • CLICK FRAUD
    INVALID CLICKS
    Advertisers should not be paying for
    Non-malicious clicks
    Clicks from spiders indexing sites
    Human or bot clicks for testing ad campaign
    Clicks from outside geo-targeted regions
  • CLICK FRAUD
    What is Click Fraud ?
    According to Laudon & Laudon (2010),
    “Click Fraud occurs when an individual or computer program fraudulently clicks on an online ad without any intention of learning more about the advertiser or making a purchase.”
    Advertisers are considered to be victims when they are paying for clicks that do not convert.
  • CLICK FRAUD
    Who is committing Click Fraud ?
    It is usually competitors who hire experts to fraudulently click on the company’s ads.
    CF may be perpetrated either through Clickfarm or by using Clickbots.
  • CLICK FRAUD
    Why commit Click Fraud ?
    “Fraudsters” tries to
    generate revenue and profit for themselves or
    2) hurt a competitor by depleting their ad budget and improving their own adposition
    3) weaken companies by driving up their marketing cost or increase cost of acquisition
  • CLICK FRAUD
    Recent Statistics
    Image Credit: Click Forensics
    ClickForensics quoted:
    “In Q3 2010, the countries outside North America with significant Cost Per Click traffic producing the greatest volume of click fraud were Japan, The Netherlands, The Philippines and China, respectively.”
  • CLICK FRAUD
    Recent Statistics
    Image Credit: Click Forensics
    Click Forensics reported that during Q3 of 2010 ,
    “The overall industry average click fraud rate was 22.3 percent”; this is up from 18.6 in Q2 of 2010.
  • CLICK FRAUD
    Types of Click Fraud
    Two primary types
    Publisher Click Fraud
    Competitor Click Fraud
  • CLICK FRAUD
    ClickForensics’s Seven Ways to Stop Click Fraud
    1. Prevent low-quality sites from displaying your ads.
    2. Monitor who is clicking on your ads and the quality of conversion against your daily spend.
    3. Only display your ads to the geo-location you are targeting.
    4. Monitor the time of the day you are receiving poor quality traffic.
    5. Identify competitors and block domains and IP addresses and establish special landing pages.
    6. Find the keywords that are attracting the fraud or low quality traffic to the site.
    7. Engage with an independent click auditing expert.
  • THANK YOU