Insider exposure: Up to 34% of internet marketing Click fraud

The "Pay-per-click" Advertising mode is regarded as an effective way of advertising communication because its information viewer actively clicks on the advertisement. The search engine Company, by the number of clicks, was initially considered a more reasonable and quantifiable way to charge. In the "precision marketing" concept of today, for advertisers, this is considered a more accurate approach to potential customers. But in fact, this is just the wishful thinking of search engine companies and advertisers.

Industry insiders believe that "click spoofing" triggered, not a single search engine service provider's corporate crisis, but the entire search engine industry crisis. A survey conducted by the search engine Marketing professional organization earlier this year showed that 16% of advertisers and search engine marketing companies believe that Click Spoofing is a very serious problem, a proportion that has grown twice times over the past year. If can not effectively identify and prevent more "click Deception", it will seriously affect advertisers to this new network marketing tools of confidence, and the entire search engine industry, it is a disaster!

In response to this situation, a number of search engine business providers have proposed a number of improved methods, including: the establishment of a dedicated "click Deception" to prevent the department, set up a filtering mechanism, the development of monitoring software, direct human intervention, as well as analysis of the customer's advertising access record data, to the extent possible to prevent deceptive clicks. In addition, there are some ways for advertisers to track and identify deceptive clicks, including: observing the direction of IP addresses, the existence of continuous clicks, the regularity of access to the data, and the validity of the click through transaction data to determine the existence of "click Deception".

At the same time, in order to effectively avoid the loss of click fraud, to obtain a higher return on marketing investment, advertisers began to seek professional supervision of third-party agencies. In February 2006, click Forensics Company established a defensive click Spoofing Network to enable advertisers to monitor their potential pay-per-click fraud. Another company, known as Clicktracks, announced that it had added the ability to spoof-click Reports in its network analytics software.

Villains, outsmart. On the one hand, search engine business providers are constantly seeking ways to prevent "click Deception", on the other hand, a variety of network cheating technology is also improving, this elimination of the long. But what really matters is that advertisers who put online ads want to use seemingly accurate search engine marketing to avoid "losing half the cost of advertising" in search of maximizing marketing ROI (return on investment).

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.