Frauds in PPC advertising are just around the corner, as Pete Lerma explains today on ClickZ. In the article you can find out who is usually behind the stolen clicks and a few companies that can help you detecting the frauds. Actually if you run a PPC campaign through a SEM agency, they should provide you with the tools to understand if something is going wrong.
According to a new research by ClickLab (reported on Mediapost) in pay-per-click advertising models fraudolent clicks can account for more than 50 percent of the total. There are two different kind of frauds: the ones by competitors, in order to consume the daily advertisers’ budget, and the ones by affiliates, in order to increase compensation.
Even The Economist focuses this week on the online advertising suggested by Google and Overture, the search firms who pioneered the new form of advertising, known as �search-related� or �pay-per-performance”. According to magazine, search engine advertising and, in general, text bases advertising, will help stopping the irritating online marketing practice of pop-ups, pop-unders and even floating ads.
An article by Elizabeth Osmeloski published yesterday on Searchenginewatch.com, clearly helps understanding the current agencies’ attitude towards search engine advertising. “The most difficult issue facing SEOs and Ad Agencies is determining a method for reporting meaningful data without discrepancies. With pay-per-click, numbers are fairly straightforward and absolute when ROI tracking is directly applied. Yet the industry is still in infant stages when it comes to measuring the branding effectiveness of contextual and keyword advertising.”
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