How Click Fraud Search Ad Fraud Works Analysis by Augustine Fou


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Bots load ads related to expensive keywords; then they click on the ads on the search partner sites and sometimes even pass an affiliate link to set an affiliate cookie.

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How Click Fraud Search Ad Fraud Works Analysis by Augustine Fou

  1. 1. How Click Fraud Works Dr. Augustine Fou acfou @mktsci .com November 2013 -1- Augustine Fou
  2. 2. Bad Guys Choose Expensive Keywords > 100,000 monthly searches avg position 1 – 10 sort by highest avg CPC “cosmetic face lift” “residential home cleaning” $10.84 CPC $9.95 CPC Source: iSpionage Nov 2013 -2- Augustine Fou
  3. 3. Bots Type Search Term healthsiteproduc buy eye cream online -3- Augustine Fou
  4. 4. Bots Click Search Ad ad in #1 position -4- Augustine Fou
  5. 5. Pass Fake URL Trackers _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 Click thru URL passing fake source -5- Augustine Fou
  6. 6. Another Example -6- Augustine Fou
  7. 7. $1.31 CPC -7- Augustine Fou
  8. 8. -8- Augustine Fou
  9. 9. http://www.cascadecl utm_source=bing&ut m_medium=cpc&ut m_term=dishwashers %20detergent&utm_ campaign=Cascade_ Search_Desktop_Cat egory+Interest_7.13 &utm_content=fWX aDoYk|d_299859231 4_e_dishwashers%2 0detergent -9- Augustine Fou
  10. 10. Examples of Suspicious Sites - 10 - Augustine Fou
  11. 11. 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 - 11 - 36,000+ more sites like these, designed to show search ads and self-click on them to siphon CPC revenue Augustine Fou
  12. 12. Screen Shots of Sites Alexa [no data] Compete [no data] Quantcast [no data] - 12 - Augustine Fou
  13. 13. Keyword Stuffed Pages Alexa [no data] Compete [no data] Quantcast [no data] - 13 - Augustine Fou
  14. 14. Identical Template Sites - 14 - Augustine Fou
  15. 15. Dozens of Identical Sites Source: more screen captures - 15 - Augustine Fou
  16. 16. Related Articles Bad Guys Happily Rob Display Advertisers By: Augustine Fou, July 23, 2012 Everything Fake (Display Ad Fraud, Search Click Fraud) By: Augustine Fou, April 2013 How Display Ad Fraud Works By: Augustine Fou, May 2013 What Suspect Site Traffic and Gray-hat Techniques Look Like By: Augustine Fou, October 2013 Video Ad Fraud Investigation, Part 1 By: Augustine Fou, October 2013 - 16 - Augustine Fou
  17. 17. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using insights and fast-feedback loops from digital, we can not only target brand ads better, but we can 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: Slideshares: LinkedIn: - 17 - @acfou Augustine Fou