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

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

For the Click Fraud issue, 19th 8 o'clock in the evening, point Stone interactive through the MSN Group organized a netizen interaction. This article is the second half of the paper, which explores how search engines should deal with click fraud to see if they are in the balance line of self-interest: search engines have not solved the problem of detecting malicious clicks on their search results, but on the other hand they have blocked their affiliate AD accounts on the grounds of malicious clicks. In the top half, see click fraud: A fatal flaw in the search auction model (PART I)

Search engine in the self-interest balance line?

Host:

I personally through the channel to understand that some search channel enterprises in order to performance pressure, ordered their own customer service department is responsible for clicks, how do you think? They go to internet cafes, friends home, for different computer points ...

Leadad:

This is also my earlier mentioned to solve the method of click fraud, or can be billed by the hour, the key look at the attitude of the search service provider. This is the need for honest service providers to take the lead, the search service providers are too few. If a service provider to do, have credibility, others will do.

Host:

Will the future appear to help customers detect malicious clicks of the service it?

Leadad:

Or look at the search service provider, others do too complex, difficult.

Aaafchen:

My idea is that, since it is difficult to avoid malicious clicks, to a certain extent, as long as the advertising cost can be accepted, it is not a problem. For example, by clicking on the effect of monitoring technology, to define which words, what time, which IP waste my advertising fees, through the adjustment of the delivery to solve the problem.

Leadad:

By the hourly billing count as a reference, this time the search service can be divided into suspected fraudulent clicks.

Aaafchen:

But if the malicious clicks flooded to an unacceptable level, The Advertiser would quit. I'm sure the search engines won't let that happen.

Search engine provider "True Lies"

Host:

It is believed that malicious clicks are unavoidable, but Baidu says it has a perfect defense system.

Aaafchen:

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. This can be seen from our ad monitoring system data.

Leadad:

There is no defensive line, Microsoft did not dare to say that the elimination of hacker, Baidu's tone is a bit big.

Host:

Google, before the news that Google spent a large amount of money to understand the click fraud, is it also indirectly that Google has not been able to solve the click fraud?

Leadad:

Pay-per-click, can never completely evade the click fraud, only through the settlement of rights and interests.

Aaafchen:

Google, Yahoo and IAB set up an anti-click Fraud Association, and Google wants to set its own rules to solve the problem once and for all.

Host:

In fact, one of our netizens mentioned a method is to change "Pay-per-click" for "Open pay", after the point, the search engine bidding system to track the user's stay in the site time and behavior, this method should search engines can do, and it seems that the cost of click fraud is higher. I don't know what you think.

Aaafchen:

The marketing cost of search engines will also be higher. The customer is fine, but there may be a problem with the search engine.

Host:

Why do search engines have problems?

Aaafchen:

Technology costs and the complexity of marketing. How do you think the sales of search engines are going to explain to advertisers what this stuff means?

Leadad:

It is technically easy to simulate one.

Host:

Perhaps for those of you who are doing search engines, this will limit malicious clicks to a malicious act of high-tech content, rather than the current competitors, channel companies, and even search engines that can participate anytime, anywhere. What about your expectations for the future?

Leadad:

Change billing mode.

Host:

Back to the 3721 network real-name era. Fixed rank fixed fee?

Aaafchen:

For the long-term interests of search engines and the entire market in the embodiment of customer interests, on the one hand, click fraud will be more and more constraints, on the other hand advertisers more practical evaluation of advertising input-output, reduce blindness.

Leadad:

The time of the price, can not be questioned is advanced. For example, 19th 0 o'clock, 19th 1 o'clock ... The user can choose freely, the interface is convenient and friendly point can.

User dialogue:

Google Advertising Account

Cao Jizong:

Tonight, a friend of mine called to tell me that his Google ad account was closed yesterday. He opened about one weeks, because the site is very low, less than 100 people a day, he is about 50 yuan this week, of course, he also ordered a few. This question is sure that every ad person has a few points of their own. What is the main basis of Google ad account?

Host:

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. On the one hand did not solve their malicious clicks, on the other hand, with malicious click to seal other people's Alliance advertising costs.

Lu Ying:

Google's advertising account is because you violate Google's rules, if you have questions, you can send a direct letter to Google.

Aaafchen:

Google these days is not on the circuit to open AdSense Communication meeting, you can find opportunities to communicate with them.

Cao Jizong:

This question makes me a little confused as to how Google identifies whether it is a malicious click. Let's say I've got Google's ad on my website, but I don't have a point, but someone else is a little bit more. Is that malicious?

Effective circumvention of Click fraud

Ho Tian:

Both experts agree that the click Mode determines the presence of click fraud. Aaafchen mentioned that the advertising intermediaries or advertisers themselves to identify the click fraud, as well as the skills to avoid, this aspect can be described in more detail?

Aaafchen:

Search engine change business model is unlikely in the short term, so I am afraid to change the advertising and search engine Agent service mode. With regard to click fraud, the main concern of advertisers is that costs are wasted. Monitor the effect after the click, increase the high rate of conversion of keywords, reduce the low conversion rate of the word or only money does not have the effect of words, can play to avoid the problem of advertising waste, can indirectly solve the malicious click problem.

Ho Tian:

The reality is to give up the click of the word fraud high, leading to the engine and the main advertising double loss.

Cao Jizong:

"To give up the word" high click fraud, the word is definitely a dynamic distribution and change of words. If someone feels profitable, they will also study the changes that follow.

Ho Tian:

Perhaps one of the solutions is that advertisers are fully agent-oriented for certain advertising words.

Cao Jizong:

"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.