Re: False Clicks/Click Fraud

From: Brad Jensen <brad.jensen_at_laservault.com>
Date: Tue 15 Aug 2006 19:47:46 -0500

Keith Hickman wrote:

> Interesting post and data Cliff.
> I think that if we all knew the real percentage of click
> fraud we would be shocked. It obviously does occur.
> Google's 90M settlement is a good indication of that.
> http://blog.searchenginewatch.com/blog/060308-152034

All the information that gives me is that Google wanted to
settle a lawsuit at a fixed cost rather than having to reveal
proprietary information, or face the opened risk of a jury or
court decision.

I've settled (much much smaller) disputes this way when I have
(to my way of thinking) not been in the wrong.

> As a rule of thumb we turn off Goggle's "Content Network"
> and Yahoo's "Content Match" when managing customers PPC
> accounts. We have found that when left enabled, the
accounts
> get drained quickly and the customer has very low ROI.
> Turned off, the budget lasts longer and ROI increases
> relative to the spend level.

And of course it does, and would even with a zero level of
click fraud. A Content Network click comes from someone who
happens to be on a website that has content that matches your
AdWords specifications. A click from a search engine results
page is from a person who is actively searching for the terms
that you included. Their level of focus is much higher, and
their level of intent is much stronger.

> With all the scraper sites, bogus directories and rogue bots

> out there, I would never leave these enabled unless the
> client specifically requested it.
>
> Keith Hickman
> Director, Marketing & Web Development
> Advanced Web Site Publishing
> http://www.awsp.com/

I would tend to agree with you, but not because of bots or
directories or scraper sites. If you can get all the leads you
need from the search engine results, at a price you can
afford, then the Content Network clicks are unnecessary.

The question is whether Content Network clicks add to the
profitability of the customer's business or not. Offering a
lower price bid in AdWords for Content Network enabled might
be a good strategy for some clients.

I don't remember if Google allows you to specify Content
Network only. They should.

Brad Jensen





Received on Tue Aug 15 2006 - 19:47:46 CDT