Mystery company revealed fortune: Malicious click keyword Ads

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Search engine is one of the most popular profit models of internet companies in the past two years, but its main profit way ——— keyword advertisement is more and more suspicion of advertisers. More and more companies are paying for the "effects" of invalid clicks, which are more of a purposeful malicious click. Reporters in the interview found that some domestic companies are doing such business. Industry insiders said that currently there is no company can quantify the malicious clicks or fraudulent clicks of the evidence, or unwilling to pick up the legal weapons

"After our optimized website, make sure your keywords rank top 10 on Google's left." "There are a lot of guarantees for users on a Shanghai company website.

Mr. Zhu, who claims to be the general manager and senior business manager of the company, told reporters on the phone that they were doing "website promotion" for the company's website, and that they could make the company's website in Google, Baidu, Yahoo, Sina and so on in almost all of the search engine rankings. In fact, they did not enter into any agreement with the search engine companies, but through their own "advanced technology" to achieve. They emphasize that this invisible advertising effect is no less than Google's keyword ads. If the customer has the demand, wants to make the advertisement effect to be more prominent, they also provide to suppress the keyword advertisement "the Special Service", causes the left advertisement effect to surpass the right advertisement, even causes the right advertisement to disappear.

Top method

"In fact, to do this kind of Web site promotion technology is not difficult to achieve, as long as the grasp of some of these tips, sometimes it costs some manpower." "Because no matter how good a search engine has its own ranking algorithm and technical loopholes," Mr Zhu says. Only by mastering the "secrets", they can promote and publicize the websites of other companies. For some time, he explains, as long as the site page is linked by other pages, the ranking in Google search will be higher. Therefore, when they help other sites to do ranking promotion, the site and other sites to add unwanted links to each other, so as to deceive Google effect. Similarly, Baidu, Yahoo and other search engines have their own characteristics, they have almost mastered.

Zhu said that because the main revenue of Google and other companies is the keyword ads, so they are very hate to the company such as Zhu, there will be a dedicated team to monitor, and not regularly modify the ranking algorithm. This brings some trouble to their company. However, some methods have been tried, the most common is the title tag method. This method is reasonable to set the characters between the title and the code in the page. Because most search engines are very concerned about it, so this title tag design site in the search engine rankings is particularly important. Title design must make every effort to think of keywords, it is best to incorporate the most important keywords into the title. And for the number of words also have requirements, preferably not more than 40 characters, in 20 Chinese characters around the most appropriate.

Malicious clicks

Zhu said, now some customers are demanding, in addition to the normal ranking requirements on the front, but also try to suppress competitors. Google's keyword ads are a big hit. So, sometimes their companies offer such services. This kind of service is very difficult to see the effect at first, but as long as insists will be more effective, even their competitor will never do the keyword advertisement again.

The method is very simple, is to find a group of people crazy click on Google's keyword ads. This may initially bring some revenue to Google, because Google's billing model is based on the click-through rate. In the long run, however, it is a fatal blow to both Google and advertisers. That would definitely increase the advertising budget for advertisers, and the cost of putting in more advertising would have little effect. This will inevitably lead to suspicion of such advertisements, and they may not even be released.

Countless peers

Zhu said, in fact, to do this kind of website promotion of the small and medium-sized companies countless, and each have their own "brilliant idea." Although the income is not very stable, but it is very easy. So far, there is no clear law or regulation in the country to restrain or regulate what they have done. Only search engine companies will monitor themselves, but there is no substantial change.

"Because the keyword is limited, the site ranking order is also ' scarce resources ', so for customers different requirements, their fees are also different." "They usually have a few grades," says Zhu, "each company pays from 500 to 2000 dollars a year, and the charge varies according to the rankings in different search engines." However, if you want to achieve the ranking of each search engine, or malicious clicks, then the charge will be very high.

In order to be able to "diversify" development, Zhu's company also launched a domain name registration, web design, virtual host and other ancillary business, so that the company can be a package of customer service, optimization is more handy. More crucially, they can retain client resources to avoid being robbed by other web promotion companies. Mr Zhu said the company had been established for more than two years and had experienced similar phenomena.

Keyword ads questioned Google first to dye the lawsuit

For nearly 2 years, search engines have been one of the most popular profit models for internet companies around the world. Google and Baidu have been known for their stock market performance with this service. And Yahoo, after years of portal attempts to return to the search field, now Microsoft also relies on windows.net to this.

In the search engine's heyday, the search company's main profit way keyword ads are more and more advertisers doubt. Some of this pay-per-click is called "pay-per-View online advertising mode" sounds good, but in fact more and more companies are obsessed with the "effect" of ineffective clicks. What makes these companies angry is that these invalid clicks are not just from random clicks that the user doesn't understand, but are more of a purposeful malicious click. Experts estimate that about 20%-35% of clicks in search engine ads are generated by malicious clicks.

The first one to pay the price is the boss of Google, the price is 90 million dollars.

The first American company to sue Google was in the middle of last year, when online marketing tool vendor Click Defense accused Google of not protecting its adware users from "Click fraud", which cost them at least $5 million trillion. At first, Google said the lawsuit was baseless and defended itself resolutely. But with more prosecutions taking place, and even the development of the United States nationwide joint prosecution of Google keyword ads Click fraud case, caused widespread concern. A few days ago, Google conceded that it did have a small range of malicious clicks and ended the click fraud at a cost of 90 million dollars.

It is reported that, although Google is willing to pay compensation, but refused to say how much of their click rate is fraud. However, according to data published by independent research companies, this ratio accounts for about 20%. This from one side reflects the search engine click fraud caused by the high degree of loss. Google has been forced to make huge compensation choices in order to restore its reputation and preserve Pay-per-click search Engine advertising patterns.

Even more thoughtful is that, despite the cost to Google, the entire search engine advertising area of malicious click problem has not improved. No company in China can quantify the evidence of malicious clicks or fraudulent clicks, or be unwilling to take up legal weapons, industry insiders say.

Yahoo: Malicious clicks are not very serious

Although malicious clicks due to Google's lawsuit before the media noisy uproar, but the domestic search company does not seem to see this situation is very serious. Yahoo China product director Chen yesterday in a telephone interview, said: "The current domestic and even foreign malicious click behavior is not very serious things." "Yahoo and so on in this area of technology has been very advanced."

"Yahoo China divides users into three categories, normal clicks, invalid clicks and malicious clicks," said Chen. "For normal customer clicks, Yahoo China and other search companies are the source of business; invalid clicks, refers to the lack of cooperative purpose of the crowd in the inadvertent click, this is more difficult to distinguish; malicious clicks, refers to a certain purpose of the Click, is Yahoo China all-out attack.

"The malicious clicks, mainly relies on the technology monitoring and the source governs two kinds of ways management." "Chen said.

"In the early days of search company technology development, the main technology is through the identification of user IP and other methods, but now developed to the analysis of the user's long-term behavioral level." Through the user's click Characteristics, the search company will identify, if it is considered malicious click will be filtered. Chen said that with their company's current technology, the general through a group of people to carry out malicious clicks, will soon be recognized by the system. ”

Source management is controlled by analyzing the purpose of malicious clicks. "Chen said:" According to Yahoo China's analysis, the current malicious click of the crowd mainly has several purposes, the first is a hoax, this behavior generally will not last for a long time; the second is the advertising of the customer's competitors, the purpose is to consume the opponent's budget costs, resulting in the opponent's advertising intensity weakened, To get their own advertising rankings up; the third may be those groups or individuals who have revenge attempts on advertisers, who are likely to have the least chance of causing direct economic losses through fraudulent clicks. ”

Chen, a company that specializes in malicious clicks on customers, said it had not heard of it and said the companies were easy to identify even if they existed.

Legal gaps

New competitive Network Marketing management consultant observation found that the search engine on the site's penalties are not clearly open terms, and will not be punished by any notice of the site, is often punished site can not find a communication channel with the search engine.

New competitiveness speculation, the relationship between Web sites and search engines will cause a series of legal problems. For example, whether the site is indexed by search engines means that a certain contractual relationship has been established, and whether the search engine unilaterally establishes and may not disclose the legal penalties, whether the search engine is responsible for the economic losses of the punished websites, whether the website is illegal to cheat the search engine, and how to deal with those cheating websites

These problems are difficult to explain clearly, it seems that the legal gap in search engine marketing is still very large, search engine marketing market norms will never be so simple to achieve. Wang Yan Rainbow

It's not difficult to monitor

The new competitive network marketing management consultancy, a senior search engine analyst Feng Yingjian, analyzes the monitoring of malicious clicks.

The reason for malicious clicks

There are five possible reasons for malicious clicks in keyword ads.

The first is the competitors, the goal is to run out of the opponent's budget costs after the ads no longer show, so that their advertising rankings rise. The second is ad-click behavior from the search engine advertising affiliate website to get the ad commissions for each click. The third reason may come from the competitive ranking agent, because some search engine bidding ranking service providers to the agent's commission from the user input fees, the user's PPC ads are clicked more, the service provider can get more revenue. The fourth possibility is to search the manufacturer's own behavior, although the manufacturer firmly denies that they have such fraud, but because it can benefit from this behavior, so it is not possible to exclude their fraudulent behavior. The fifth may be those groups or individuals who have revenge attempts on the Advertiser, through malicious clicks that cause direct economic losses to advertisers.

Monitoring methods

Technology is the most direct way to protect against malicious clicks, and can be prevented from the following two ways.
First, when the statistics click, consider the visitor IP, search the word, submit the search site, be linked to the page and other factors. If the above parameters in the specified time are exactly the same, no matter how many clicks will only be counted once, to prevent malicious clicks or program automatic clicks, the maximum degree of assurance of scientific and reasonable.
Two, the user can through "day clicks" and set the advertisement auction price estimate this advertisement bit daily approximate consumption amount. When the ad day hits more than the channel day hits the ceiling number or the keyword hits the cap number, the advertisement will continue to retain, the new click will no longer calculate the expense. The maximum amount of daily consumption of the advertisement can be calculated by the advertisement price and the "day capping Times".
The real fight against this type of fraud is to look at the company's own determination. Technically speaking, search enterprises have the ability to distinguish is not fraudulent clicks, in the realization of timely monitoring, from the ads to the customer's click Billing Deduction unreasonable part. But does the search business have the incentive to do it as a matter of great importance? Unlikely, because in terms of interests, malicious clicks did not really touch the interests of the search business, although these actions will affect the long-term development of the search marketing market, but the search enterprises will still be faced with the operating pressure or other factors, and the treatment of this problem.
Although most of the ads that are hit by a click fraud have received more or less compensation from the search business, the process is a process that takes time and effort to hurt a partnership.