Pay-per-click Online Marketing Click fraud rate up to 34%

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Frequent Internet friends, naturally inseparable from the help of search engines, in fact, we use Google and Baidu are also very frequent, and in the use of these search engine search, we often can find something always in the front. This is the current search engine to survive the bidding ranking keywords. However, when the interests of the emergence of the variant and the heterogeneous also began to indulge in wanton, we see the bidding ranking keyword also began to appear false. In fact, both Google and Baidu have suffered from the confusion of false clicks. But because this is the cornerstone of their survival, expect search engines themselves to eliminate false clicks is no more than wishful fantasy.

According to a survey reported in March 2007, Baidu's average click fraud rate was 34%, while Google reached 24.1%. This proportion is quite large, visible, if you are a customer, in these search engines to put ads, there are 30% of clicks is fraudulent, white to the water drift. So why is this happening? First, the search engine in the early development of the struggle to find the direction of profit, and try to find a breakthrough, when the bidding rankings appear, no doubt become the usual means of search engines. Second, the market competition has always been staggered, bidding rankings after the malicious click is also so, the current fraud-click mainly for two types of people, one is just click ads can make money; one is hate those advertisers, that is, advertisers competitors, in order to increase the cost of advertisers, constantly click on advertisers ads. The first kind includes people who advertise to customers, search engine companies themselves, and search engine advertising agencies and search engine affiliate sites.

Including domestic well-known search companies, and often because of similar incidents suffered by litigation. Bidding ranking is a number of search engine companies launched a pay-for-effect network promotion method, the specific approach is that advertisers in the purchase of the service, by registering a certain number of keywords, according to the principle of the highest paid top, the purchase of the same keyword site in different order to rank, appear in the corresponding search results of netizens. Obviously, the search keyword is a kind of advertising, since it is a kind of advertising, nature to apply to the advertising law. For example, a star endorsement of fraud advertising, and ultimately to be implicated, even the television station, encountered this situation to be ordered to do the check. Naturally, Baidu in the face of such fraud, it is also difficult to escape its responsibility. Although the search engine company has brought a lot of profits, but often easy to be some business drilling loopholes, if the search engine sites do not have to be supervised, bound, this "loophole" will be more and more, the lawsuit is bound to be entangled.

Because of the presence of click fraud, therefore, people on the fairness of the bidding rankings questioned, this is also a search engine companies can not shirk the responsibility, although, search engine companies also hope to eliminate this phenomenon, but at present there is no better way to solve this problem, coupled with the ranking is the search engine for the survival of the foundation, Nor can they have more effective restrictions on click fraud. Before, rising has warned that the recent more than a year, rising global anti-virus surveillance network intercepted clicker (Trojan-click) virus is growing exponentially, involving all the mainstream "pay-per-click" Ads. US Click Fraud Audit Company Click Forensics2008 's first-quarter report showed that, compared to the fourth quarter of 2007, the click fraud Rate for Pay-per-click ads, including Google AdSense and Yahoo publisher, was 28.3% Dropped to 27.8%, but the click fraud caused by Trojan virus rose 8%.

As a result, we see that as long as the keyword ads still pay by clicks, still can bring revenue for search engine companies, click fraud can not disappear. If the initial bid ranking is the cornerstone of search engine Company development, then today's bid ranking has become a cancer of the search engine Company. The result of this situation is the economic benefits behind each Pay-per-click. Keyword advertising is the search engine Company by virtue of its platform advantage and launched an advertising service, the key is that the choice of the same keyword ads in accordance with the bid high and low ranking, the higher the price of the advertisement more forward. Whether it is Baidu, Google, or Yahoo, are currently taking the CPC (Pay-per-click) pricing model. No matter who, as long as every click ads, advertisers must pay the cost of a click, the CPC price depends on the popularity of the keyword. Advertisers can also set their own keyword prices and the maximum amount of advertising per day.

Because bidding rankings are some of the most important sources of revenue for search engine companies, these companies say they are actively taking steps to prevent click fraud, but they do not rule out the fact that some search engine companies have turned a blind eye to this. In fact, in terms of short-term interests, let the Trojan click on the search engine is advantageous, but in the long run, if the click of fraud hazard to the "Pay-per-click" Advertising mode of survival, then Baidu, Google and other search giants have a fatal blow. If search engine companies can not be cautious to face this problem, then the development will fall into a position not to be trusted by customers, the future will naturally be overshadowed.

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