NOTES:
We will be adding notes here throughout the conference. Please refresh this page when instructed to do so.
| Survey: The Problem of Click Fraud | ||||
|---|---|---|---|---|
| Statement | All Advertisers | Advertisers of < 500 Employees | Advertisers of 500+ Employees | Agencies |
| This is a significant problem we have tracked | 6% | 10% | 0% | 4% |
| It is a moderate problem we have tracked | 19% | 21% | 15% | 30% |
| We have not tracked it much, but we are worried about it | 45% | 36% | 58% | 43% |
| It is not a significant concern | 26% | 28% | 23% | 23% |
| Never heard of it before | 5% | 5% | 4% | 0% |
"Search engine traffic is among the most valuable traffic to a web marketer due to the state of mind of a searcher. Click fraud, charging marketers for poor quality non-converting clicks, could poison the well,"
-Kevin Lee
SEMPO.org
“Click fraud is the biggest threat to the Internet economy..”
-George Reyes
Chief Financial Officer
Google, Inc.
(As quoted in the Wall Street Journal)
"Anyone who says this is not a real challenge is kidding you," says…”
-John Slade,
Sr. Director
Product Management
Yahoo, Inc.
(As quoted in the Wall Street Journal)
*********************************
The Latest Spy Equipment
Bug Your Neighbor
Literally
www.marketplacesnapshot.com
*********************************
http://www.marketplacesnapshot.com/duarfkcilc.html
| Attempted Click Fraud on Google AdWords | ||
|---|---|---|
| Click Fraud Attempt | Successive Clicks | Clicks Registered by Google |
| Individual clicking on the ad | 10 | 0 |
| Individual clicking on the ad with Anonymizer | 10 | 1 |
| Clicking on the ad with a different computer, same IP address | 10 | 1 |
| Clicking on the ad with a different computer, different IP address | 10 | 1 |
| Documented Click Fraud for Three Google AdWords Campaigns | |||
|---|---|---|---|
| Campaign A | Campaign B | Campaign C | |
| Total Clicks | 34,763 | 12,790 | 4,184 |
| Duplicate Clicks | 10,268 | 1,257 | 349 |
| Alleged Click Fraud | 29.5% | 9.8% | 8.3% |
| Clicks Billed By Google | 34,758 | 12,671 | 4,130 |
| Google Credits | - 5 | - 119 | - 54 |
| Non-Credited Fraudulent Clicks | 10,263 | 1,138 | 295 |
| Cost to Advertiser | $15,394.50 | $284.50 | $29.50 |
URLs:
1. MEC Research Partnership Application
2. http://www.clicks2customers.com/
4. http://www.clickauthority.com
5. http://www.clicks2customers.com/
6. http://www.clicksentinel.com
BIO:
Dr. Flint McGlaughlin
The Marketing Experiments Journal is published by Digital Trust Inc. (DTI). Dr. Flint McGlaughlin is the Director of DTI.
Dr. McGlaughlin is a pioneer in strategy and communications. His primary research is focused on discovering the most effective means to market intellectual assets across the Internet.
Dr. McGlaughlin has advised more than 1500 companies including, AT&T, The Federal Reserve, Pitney Bowes, and Merrill Lynch. He has conducted over 2000 hours of keynote speaking. He has directed the development of more than 20,000 web pages.
Dr. McGlaughlin currently serves as the Co-Executive Producer of the new FOX Family series: "Courage" - hosted by actor Danny Glover. He also serves as a senior advisor or board member to twelve growing companies, and four charitable foundations.
His writing and television production activities have, thus far, won two Tellys, an Edwin Murrough, and an Emmy.
Dr. McGlaughlin is quick to acknowledge that the research at MEC is largely dependent on the intense, focused efforts of the Lab's Leadership Team.
NOTES:
We will be adding notes here throughout the conference. Please refresh this page when instructed to do so.
| Campaign Summaries | ||
|---|---|---|
| Internet Marketing Site | Specialty Pet Site | |
| Days Tested | 4 | 4 |
| Search Clicks | 162 | 99 |
| Content Clicks | 555 | 715 |
| Avg. Position - Search | 11 | 5.8 |
| Avg. Position - Content | 2.9 | 4.4 |
| Avg. Cost-Per-Click | $0.21 | $0.05 |
Ad #1:
{KeyWord:Free Marketing Research}
Web Marketing Techniques & Research
PPC, SEO, EBay Marketplace & More.
www.*****.com
{KeyWord:Bulldog Info & Resources}
Family website devoted to Bulldogs.
Photos, Info, Resources & Community
www.*****.com
Ad #2:
{KeyWord:Free Marketing Research}
We hold all the secrets to internet
marketing. Buy Now!
www.*****.com
{KeyWord:Bulldog Info & Resources}
Site about family dog
Pictures and links here
www.*****.com
Ad #3:
{KeyWord:Free Marketing Research}
Lousy Marketing Ideas.
Don't Come to our Site.
www.*****.com
{KeyWord:Bulldog Info & Resources}
Vaguely useful pet site
Affiliate links and pictures
www.*****.com
Ad #4:
Make Money Online
Web Marketing Techniques & Research
PPC, SEO, EBay Marketplace & More.
www.*****.com
Dog Site
Family website devoted to Bulldogs.
Photos, Info, Resources & Community
www.*****.com
Ad #5:
Lousy Marketing Ideas
Web Marketing Techniques & Research
PPC, SEO, EBay Marketplace & More.
www.*****.com
Useless Pet Site
Family website devoted to Bulldogs.
Photos, Info, Resources & Community
www.*****.com
| Test Site A - Internet Marketing Site | |||
|---|---|---|---|
| Impressions | Clicks | CTR | |
| Ad #1 | 175,256 | 149 | 0.0850% |
| Ad #2 | 175,256 | 149 | 0.0850% |
| Ad #3 | 176,178 | 185 | 0.1033% |
| Ad #4 | 197,393 | 92 | 0.0466% |
| Ad #5 | 199,238 | 145 | 0.0728% |
| Test Site B - Specialty Pet Site | |||
|---|---|---|---|
| Impressions | Clicks | CTR | |
| Ad #1 | 23,687 | 303 | 1.2792% |
| Ad #2 | 14,689 | 164 | 1.1165% |
| Ad #3 | 14,920 | 160 | 1.0724% |
| Ad #4 | 13,228 | 111 | 0.8391% |
| Ad #5 | 10,382 | 76 | 0.7320% |
URLs:
1. MEC Research Partnership Application
3. Avoiding Unprofitable PPC Campaigns
4. Google AdWords Tested, Part 2
8. PPC for Subscription-Based Sites
10. 5 Paid Search Engines Tested
BIO:
Dr. Flint McGlaughlin
The Marketing Experiments Journal is published by Digital Trust Inc. (DTI). Dr. Flint McGlaughlin is the Director of DTI.
Dr. McGlaughlin is a pioneer in strategy and communications. His primary research is focused on discovering the most effective means to market intellectual assets across the Internet.
Dr. McGlaughlin has advised more than 1500 companies including, AT&T, The Federal Reserve, Pitney Bowes, and Merrill Lynch. He has conducted over 2000 hours of keynote speaking. He has directed the development of more than 20,000 web pages.
Dr. McGlaughlin currently serves as the Co-Executive Producer of the new FOX Family series: "Courage" - hosted by actor Danny Glover. He also serves as a senior advisor or board member to twelve growing companies, and four charitable foundations.
His writing and television production activities have, thus far, won two Tellys, an Edwin Murrough, and an Emmy.
Dr. McGlaughlin is quick to acknowledge that the research at MEC is largely dependent on the intense, focused efforts of the Lab's Leadership Team.