SES San Jose 2009

Understanding Click Quality
Not all clicks are created equal :)

What is good quality?
“Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives.” William A. Foster
What do you mean by “good”…

It’s all relative…
Good day
Good morning
Good dog
Good call
Good grief
Good enough
Good riddance
The good, the bad and the ugly
It’s all good, right?

Is what’s good for Google, good for you?

It’s simple really…
Fail!

How we think about good quality

Your site

Click Score
Increased Probability of Conversion
Avg CR
500
100
200
0
1000
Low
Quality
Invalid
Good Quality
Valid Traffic
Unbillable
Billable

Getting good quality
Know what “good” means to you
Leverage all ad provider tools
Find third party tools that compliment
Monitor traffic quality metrics and ROAS
Identify invalid traffic and submit for credit
Block bad traffic sources (block lists)
Optimize, optimize and optimize!

Tom Cuthbert
@tomcuthbert
tom.cuthbert@clickforensics.com
Click Quality Council
www.clickqualitycouncil.org