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Tuesday, April 11, 2006

Click Fraud Shadowing Google

Today on CNET there's a story detailing how click fraud will continue to pester Google.

The IAB should rouse its membership to tell Google, Yahoo et al, that they aren't going to take it anymore. Advertisers need to speak with their wallets and demand a technical solution. For starters, why not create a unique string for visitors forwarded from Adsense and compare the click throughs that result in hits on multiple pages within an advertiser's site versus the hit-and-runs of fraudulent clicks that knock at the front door and leave?

Simple analytics will compare the value of traffic from search engines versus other clicks, and advertisers should only pay based on their worth. For example, if the average person that comes to your home page results in 2.4 clicks, but Adsense visitors generate just 1.2 clicks, then Google should be paid at 50 percent of its normal rate so that advertisers derive equal value.

Or, advertisers should migrate to other PPA models such as pay-per-call or pay-per-lead, where again the ROI is easier to justify.

By Jason Dowdell at 12:37 PM | Comments (0)

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