More Blah Blah on Click Fraud
At the Search Engine Strategies conference in San Jose, leading speakers from the big four discussed the ongoing threat of click fraud and how they are mobilizing to protect advertisers.
Microsoft’s new click quality reporting center helps Advertisers see ‘low quality’ impressions, clicks, cand onversions says speaker James Colborn. It’s no longer the simple action of a click, but the quality of that click. If a conversion happens from a poor quality click, it’s free. adCenter does not charge for low quality clicks regardless of conversions.
So what is a low quality click and how do you get more free conversions? Microsoft deems clicks low quality if they show “unclear commercial intent; exhibit patterns of unusual behavior; or originate from suspect sources like spiders or test servers.”
Appreciating the opportunity to join the panel of big search engines, Ask.com’s Paul Vallez addressed how they get to the root of bad clicks and sort the good from the bad. Vallez pointed out that unusual behavior that is uncommon to the average immediately flags a concern. “Large variances between the expected CPC on Ask Sponsored Listings versus those on other Tier 1 networks, sporadic traffic spikes with click averages going up 30 percent or more, and large volumes of clicks with no traffic source raise red flags as well.”
Yahoo and Google had a lot to say about the Click Fraud matter and the importance of domain blocking. Reggie Davis of Yahoo said that “We’ve moved out of the dark ages.”
Shuman of Google reinforced the point that less than .02 percent illicit clicks that Google has to refund to advertisers, “We eliminate clicks worth hundreds of millions of dollars in their click fraud fighting efforts.”
Reader Comments.
Would you trust a wolf to guard your chickens? If so, then you’ll believe Google when it says it refunds a significant portion of the $100 million per month windfall it receives from click fraud back to its advertisers.
Shuman states it quite accurately that Google refunds less than 0.02 percent of the click fraud profit that it receives, quoting this article, “Shuman of Google reinforced the point that less than .02 percent illicit clicks that Google has to refund to advertisers.”
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