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Tuesday, October 11, 2005

Google - Sergey Brin Hints That Click Fraud Is a Cost of Doing Business

Ok this is what Serrgey Brin had to say at Web 2.0:

Q: We heard that click fraud is not a problem from a senior Google employee? Is click fraud a problem?

A: Sorry to disappoint but I’ll echo the problem - it’s something we have to work on but there’s already a long list of protections. We have fraud teams, a lot of our advertisers (in fact most) care about the conversions, making the sales, and know the exact ROI they’re getting. To them, if there’s a case of click fraud, it’s the same as disinterested clicks - don’t care as much about that, but about the ROI. Doesn’t completely protect people but on the whole clickfraud is kept to a very low level.

What I get out of that is:

Our advertisers care about ROI most of all (duh - the bottom line) . As long as they are happy with the ROI then click fraud is a low priortity issue.

What a limited point of view by what is supposed to be an industry mover and shaker.

IF WE WORK TO ELIMINATE CLICK FRAUD ROI's GO EVEN HIGHER!

Hello? Is this thing on? #Thump# #Thump#

C'mon Sergey, you might have the advertisers' eyes glazed over at the site of you at Web 2.0, but click fraud professionals know there is everything to gain by pushing forward and holding Google responsible for fraudulent clicks.

Why should Google be allowed to keep hundreds of millions of dollars generated by fraudulent clicks?

Monday, October 10, 2005

Click Fraud = Cost of Doing Business = Run Forest, Run!

Should I factor in click fraud as a normal cost of doing business?

Should I factor in competitors stealing advertising dollars as a cost of doing business?

Should I factor in fear of extortion as a cost of doing business?

It’s ridiculous for those in the search engine marketing industry to publicly promote click fraud as a cost of doing business. What do you tell your PPC clients? "Yes, you lost 20% of your budget to click fraud...but that's just a cost of doing business." Please.

A word to advertisers: Search engines won't penalize your organic listings or PPC ads if you request refunds.

If your PPC network of choice says that click fraud is a cost of doing business, run, run far away. Run, Forest, Run! If they say they wont accept independent 3rd party data to back up your claims of click fraud then run even faster.

If your agency doesn't have a plan to protect your advertising investment, then why are you still there? Before you sign another contract, ask what they are doing to detect click fraud and how they will help you recover those stolen dollars.

No interactive agency will be able to remain competitive in PPC management services if they don’t have a solution to audit all of an advertisers PPC activity, monitor for click fraud and help secure refunds/credits.

A word to agencies: Remain competitive, improve your RFPs, keep your PPC clients -either build your own click fraud analysis tool or buy one from VeriClix.


 

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