Click fraud: A fatal flaw in the search auction model (i)

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Last year, Google was sued by clients for clicking Fraud and had to quell the lawsuit at a cost of 90 million dollars this March. This August, Chinese search engine Baidu also encountered a "click fraud" Rumors plagued. For the Click Fraud issue, 19th 8 o'clock in the evening, point stone interaction through the MSN Group organized a Netizen interaction. This article is the upper part, the main discussion of what is click Fraud, click Fraud and the difference between invalid clicks, click fraud is not a search engine auction mode of natural flaws and so on. See the bottom half (click fraud: Fatal flaw in Search auction mode (next))

Wonderful ideas:

What is click fraud? hold the mouse click Advertisement Hand is not long on me, there are many kinds of possible, can not be defined as fraud, invalid Click is not equal to click fraud. I am bored, casually in Baidu Dot several links this is not a fraud, it is difficult to say, see my purpose is what.

Invalid clicks are unavoidable in the present technology as well as in the social environment. The current technical and social environment is difficult to do, search engine brothers do not, netrating and other third parties are also difficult to do.

From the ad clicks, user behavior is difficult to control, from the search engine, you can set some shielding malicious clicks of the rules, but do not completely avoid, because can not identify the purpose of each click, even if you can identify, search engines as a click on the charges of enterprises, may not do 100% of the effort to eliminate.

Advertisers advertising is the market behavior, can not only hope that malicious clicks and search engine conscience found, to take the initiative to find a way. This is not like rogue software bullying is innocent netizens, advertisers in search engine advertising has its own interests, in a thing on investment is a loss, advertisers should be responsible for their own.

I don't think Baidu is the most restrictive search engine for blocking malicious clicks, but like Google, Yahoo and Sogou, Baidu did screen some of the clicks (or, rather, no billing) according to some preset rules.

Google, on the one hand, admits malicious clicks, on the one hand, malicious clicks on other people's advertising account, and most of the current search engine in the future will encounter this problem.

"Advertisers for the engine completely agent certain advertising words", this method as long as the existence of competition and benefits, estimates can not be avoided. Unless you refrigerate them and don't want to be clicked.

Guest Introduction:

Chen Yueqing (ID aaafchen): Good Yes advertising network search engine marketing director.

Win-Win (ID Leadad): Engaged in artificial intelligence, search engine technology, IT industry market trend of in-depth research. At present, the full effort for the introduction of artificial intelligence search Aisou.

Moderator: Point Stone interactive stone

Click Fraud and Invalid click

Host:

Good evening everyone, I am the host stone, thank you for participating in today's search engine discussion, our topic today is search engine click fraud. We have invited Aaafchen and Leadad two guests to share some of their views with us.

The first thing I want to ask is, when did you start to focus on the search engine click fraud, or when did you start to realize the concept of click fraud?

Leadad:

When the news said that the problem had been serious, it began to pay attention to more points.

Aaafchen:

Click on the concept of fraud is difficult to define, but invalid clicks for advertisers do not produce benefits, advertising marketing in the field is very early notice.

Leadad:

Agree that it is difficult to define clearly.

Host:

So, what is the inevitability of search engine click fraud?

Aaafchen:

This depends on the mode of charging. There are different charging modes in different periods, and the charging mode has certain relation with the click fraud.

Leadad:

Originally later in sneered did a statistical website, there is this problem. There are sites that use fraudulent means to increase clicks and rankings.

Aaafchen:

What is click fraud? hold the mouse click Advertisement Hand is not long on me, there are many kinds of possible, can not be defined as fraud, invalid Click is not equal to click fraud. I am bored, casually in Baidu Dot several links this is not a fraud, it is difficult to say, see my purpose is what.

Another point of view, The advertiser's aversion to malicious clicks is no doubt, but not to give him the benefit of the click, are defined as malicious clicks? Of course, the click of interest-driven is no doubt a malicious act. This is the industry, from search engines to advertisers to advertising companies or agents, all want to solve the problem.

Host:

That is to say, the interest drive for the purpose of the Click can be counted as click fraud?

Leadad:

Yes, based on obvious commercial and monetary purposes, there is a certain scale, click fraud!

Click fraud: Search Auction profit model is a fatal flaw?

Host:

What do you think people who are involved in click fraud might have? Do you think that search engine manufacturers will not participate in or encourage this behavior?

Leadad:

It's hard to say, look at the business culture of the place where the business is, like Google, I personally think, not quite. Domestic companies are also hard to win public trust, which is directly related to the rule of law environment.

Host:

Ask Leadad a question, if you do the ads encounter malicious clicks, you have any way to determine is malicious fraud?

Leadad:

There should be some technical measures to be found, but it may be hard for ordinary advertisers to do so. For example, you can record whether the user clicks on the next page, stay time, etc. for statistics, or judge the effect ... But it is hard to completely eliminate it.

Aaafchen:

Invalid clicks are unavoidable in the present technology as well as in the social environment. The current technical and social environment is very difficult, the search engine brothers can not do, netrating and other third parties also difficult to do.

Leadad:

Agreed。

Aaafchen:

From the ad clicks, user behavior is difficult to control; from the search engine, you can set some shielding malicious click of the rules, but do not completely avoid, because can not identify the purpose of each click, even if you can identify, search engines as a click on the charge of the enterprise, may not do 100% of efforts to eliminate; From advertisers, it is necessary to find ways to avoid invalid clicks, to ensure a reasonable return on investment, which requires the use of some tools, can be effectively monitored.

Advertisers advertising is the market behavior, can not only hope that malicious clicks and search engine conscience found, to take the initiative to find a way. This is not like rogue software bullying is innocent netizens, advertisers in search engine advertising has its own interests, in a thing on investment is a loss, advertisers should be responsible for their own.

Leadad:

This is a long struggle, and the attitude of search engine providers is also important.

Host:

Ordinary advertisers may be difficult to do, but for search vendors, it is sometimes easy to spot malicious clicks. Do you think it would be a lot better if third party flow statistics agencies were involved?

Aaafchen said:

Agencies such as AC Nielson are difficult to monitor because the original data must be invoked from the search engine, and the search engine has no intention of opening the data yet.

Host:

In other words, is click fraud a fatal flaw in the search engine's current profit model?

Aaafchen said:

Click fraud is the impact of the Pay-per-click Model, and the charging model is in accordance with the situation of market development, so I do not agree that the charging model itself is a search engine flaw in this statement. For example, click Charges have malicious clicks or invalid clicks of the ingredients, but the brand ads by CPM does not exist water it? Speaking of the day charge, packaging charges of traditional internet advertising, water is even greater.

The moderator said:

Is it easier to manipulate malicious click fraud from a technical point of view?

Leadad:

Should this kind of is the main bar, the artificial point not too much, take some measures,

Aaafchen:

I would say that the question of how the charging model matches the development of the market many advertisers do not understand the effect of online advertising how to assess, even they do not know what their advertising goal is just vague want to promote their own, by the day charges, if you buy a high price of the position to earn, If you buy a bad spot, pay your tuition.

Some advertisers have a shallow level of advertising targets, to flow, because traffic and click is linked, so by clicking on CPM Fee is a more advanced way of charging, China is now come to this step. The current situation in the United States, advertisers are more demanding, demand for the actual effect of the click after the payment, according to the CPA paid advertising, and even the CPS paid advertising and so on.

Each stage of the charging mode is not perfect, click is not perfect, because there are malicious clicks, according to the CPA fee is not no loophole can be drilled, registered members and other goals can also cheat; CPS can do no harm, but this way does not fully reflect the value of advertising. Since the charging model is developed with the market, it can not be said that click fraud will be the life of search engine marketing.

(Edit note name: At present, advertising monthly fee mode, each click Cost (CPC) than thousands of display costs (CPM) more effective, and to achieve each action or transaction costs (CPA) and other models, but these actions and transactions are not easily monitored, so not widely used. At present, most of the portals use CPM ads, and most search engines use the CPC ads. Source: Internet)