Jewelry Brands
Suffering Ad Fraud
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
February 2014
-1-

Aug...
Executive Summary
• Jewelry companies are big spenders in digital ads,
specifically paid search ads, which were widely
con...
Tiffany.com
374 display
ads detected

Source: Moat
-3-

Augustine Fou
Tiffany.com
Most expensive keywords
Source: iSpionage Dec 2013

-4-

Augustine Fou
Tiffany Search Ad
Bad guy site:
Analyzecanceradvi
ce. Com

Keyword:
Tiffany ring

-5-

Augustine Fou
Redirect Link(s)
Known blackhat
technique to hide real
referrer and replace
with faked referrer.
SIX (6) redirects
before ...
Destination Page
http://www.tiffany.com/sh
opping/CategoryBrowse.a
spx?omcid=MSN23484&i
q_id=30101212&utm_sou
rce=msn&utm_...
BlueNile.com
215 display
ads detected

Source: Moat
-8-

Augustine Fou
BlueNile.com
Most expensive keywords
Source: iSpionage Dec 2013

-9-

Augustine Fou
BlueNile Search Ad
Bad guy site:
Analyzecanceradvi
ce. Com

Keyword:
Tiffany ring

- 10 -

Augustine Fou
Redirect Link(s)
Known blackhat
technique to hide real
referrer and replace
with faked referrer.
SIX (6) redirects
before ...
Destination Page
http://www.bluenile.com/a
transfer.jsp?sourceid=3812
5&matchtype=bb&query=
tiffany%20ring&keyword
=platin...
Search Ad Fraud
Backgrounder
- 13 -

Augustine Fou
How Click Fraud Works
“vacuum cleaner” keyword

Walmart search ad

Bot clicks through
to walmart.com
- 14 -

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...
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Jewelry Advertisers Being Ripped Off by Ad Fraud

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Jewelry retailers that spend ad budget on search ads online should look closely at where the search ads are being served up. Some of them are showing noticeable levels of ad fraud.

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Jewelry Advertisers Being Ripped Off by Ad Fraud

  1. 1. Jewelry Brands Suffering Ad Fraud Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com February 2014 -1- Augustine Fou
  2. 2. Executive Summary • Jewelry companies are big spenders in digital ads, specifically paid search ads, which were widely considered the most efficient way to get prospective customers. • However, even search ads are showing ad fraud. • Estimated spending: -2- Tiffany.com - $3M /yr BlueNile.com - $4M annually Kay.com - $2.4M /year Jared.com - $2M per year Augustine Fou
  3. 3. Tiffany.com 374 display ads detected Source: Moat -3- Augustine Fou
  4. 4. Tiffany.com Most expensive keywords Source: iSpionage Dec 2013 -4- Augustine Fou
  5. 5. Tiffany Search Ad Bad guy site: Analyzecanceradvi ce. Com Keyword: Tiffany ring -5- Augustine Fou
  6. 6. Redirect Link(s) Known blackhat technique to hide real referrer and replace with faked referrer. SIX (6) redirects before ending on the landing page See how-to: http://www.blackhatworld.com/ blackhat-seo/cloaking-contentgenerators/36830-cloakingredirect-referer.html -6- Augustine Fou
  7. 7. Destination Page http://www.tiffany.com/sh opping/CategoryBrowse.a spx?omcid=MSN23484&i q_id=30101212&utm_sou rce=msn&utm_medium=c pc&utm_campaign=01%2 bBranded%2bNew%2b%2bExact&utm_term=30 101212tiffany%27s%2bring&cid =287466&mcat=148204 passing fake source -7- Augustine Fou
  8. 8. BlueNile.com 215 display ads detected Source: Moat -8- Augustine Fou
  9. 9. BlueNile.com Most expensive keywords Source: iSpionage Dec 2013 -9- Augustine Fou
  10. 10. BlueNile Search Ad Bad guy site: Analyzecanceradvi ce. Com Keyword: Tiffany ring - 10 - Augustine Fou
  11. 11. Redirect Link(s) Known blackhat technique to hide real referrer and replace with faked referrer. SIX (6) redirects before ending on the landing page See how-to: http://www.blackhatworld.com/ blackhat-seo/cloaking-contentgenerators/36830-cloakingredirect-referer.html - 11 - Augustine Fou
  12. 12. Destination Page http://www.bluenile.com/a transfer.jsp?sourceid=3812 5&matchtype=bb&query= tiffany%20ring&keyword =platinum%20engagement %20rings&creative=7895 79850 passing fake source - 12 - Augustine Fou
  13. 13. Search Ad Fraud Backgrounder - 13 - Augustine Fou
  14. 14. How Click Fraud Works “vacuum cleaner” keyword Walmart search ad Bot clicks through to walmart.com - 14 - Augustine Fou
  15. 15. 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 - 15 - Augustine Fou
  16. 16. 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 - 16 - 96,000+ more sites like these, designed to show search ads and self-click on them to steal CPC ad dollars Augustine Fou
  17. 17. 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. - 17 - $ Subscribe to triangulated, cross-industry database of “ad fraud offenders” to continuously update blacklists and whitelists. Augustine Fou
  18. 18. 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 ROI Case for Solving Ad Fraud By: Augustine Fou January 2014 - 18 - Augustine Fou
  19. 19. 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 - 19 - @acfou Augustine Fou

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