Presentation on Click Fraud


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  • Presentation on Click Fraud

    1. 1. Strategic E-Marketing<br />CLICK FRAUD<br />Deejaysing JOGEE<br />17th December 2010<br />
    2. 2. CLICK FRAUD<br />PRESENTATION OUTLINE<br /><ul><li>Introduction
    3. 3. PPC and Invalid Clicks
    4. 4. What is Click Fraud?
    5. 5. Who is committing click fraud & why?
    6. 6. Latest statistics on Click Fraud
    7. 7. Types of Click Fraud
    8. 8. 7 ways to stop and prevent click fraud.</li></li></ul><li>CLICK FRAUD<br />INTRODUCTION<br />Click Fraud is getting worse each day<br />Threatens the ROI of PPC Ad<br />Click Fraud Index – 16.2% of clicks are fraudulent<br />Experts should help advertisers ensure high click quality<br />
    9. 9. CLICK FRAUD<br />PAY PER CLICK<br />Whenever an ad displayed by a search engine is clicked, the advertiser pays a small fee for each click.<br />Most often, the link directs the potential buyer to the advertiser’s website.<br />
    10. 10. CLICK FRAUD<br />INVALID CLICKS<br />Advertisers should not be paying for<br />Non-malicious clicks<br />Clicks from spiders indexing sites<br />Human or bot clicks for testing ad campaign<br />Clicks from outside geo-targeted regions<br />
    11. 11. CLICK FRAUD<br />What is Click Fraud ?<br />According to Laudon & Laudon (2010), <br />“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.”<br />Advertisers are considered to be victims when they are paying for clicks that do not convert.<br />
    12. 12. CLICK FRAUD<br />Who is committing Click Fraud ?<br />It is usually competitors who hire experts to fraudulently click on the company’s ads.<br />CF may be perpetrated either through Clickfarm or by using Clickbots.<br />
    13. 13. CLICK FRAUD<br />Why commit Click Fraud ?<br />“Fraudsters” tries to<br />generate revenue and profit for themselves or<br />2) hurt a competitor by depleting their ad budget and improving their own adposition<br />3) weaken companies by driving up their marketing cost or increase cost of acquisition<br />
    14. 14. CLICK FRAUD<br />Recent Statistics<br />Image Credit: Click Forensics<br />ClickForensics quoted:<br />“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.”<br />
    15. 15. CLICK FRAUD<br />Recent Statistics<br />Image Credit: Click Forensics<br />Click Forensics reported that during Q3 of 2010 ,<br />“The overall industry average click fraud rate was 22.3 percent”; this is up from 18.6 in Q2 of 2010.<br />
    16. 16. CLICK FRAUD<br />Types of Click Fraud <br />Two primary types<br />Publisher Click Fraud<br />Competitor Click Fraud<br />
    17. 17. CLICK FRAUD<br />ClickForensics’s Seven Ways to Stop Click Fraud <br />1. Prevent low-quality sites from displaying your ads. <br />2. Monitor who is clicking on your ads and the quality of conversion against your daily spend. <br />3. Only display your ads to the geo-location you are targeting.<br />4. Monitor the time of the day you are receiving poor quality traffic.<br />5. Identify competitors and block domains and IP addresses and establish special landing pages. <br />6. Find the keywords that are attracting the fraud or low quality traffic to the site.<br />7. Engage with an independent click auditing expert.<br />
    18. 18. THANK YOU<br />