Online Advertising Survival: Combating Click Fraud - University of ...

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use the internet while shopping for a car, 88% will visit an average of seven automotiveWeb sites before making a purchase. At the same time, their return on investment isgreater with internet advertising, with an average cost of $200 per car sold versus $550for traditional advertising. In short, internet advertising works and is becoming big abusiness.4. How Does Pay Per Click Advertising Work?Pay per click advertising is the most popular way for online advertisers to reach potentialcustomers. It is estimated that more than 90% of consumers use the internet to researchbefore making purchasing decisions and 85% of all visits to Web sites originate throughsearch engines 17 . The search engines in turn bring visitors to their sites for a price.Search engines like Google and Yahoo offer advertisers pay per click plans, which costadvertisers anywhere from as low as a penny per click on a text link. Popular keywordswill cost an advertiser much more as bidders drive the cost up.When you run a search on any of the major search engines, along with the usual list ofresults, there will appear “sponsored links” which are the paid advertisements. Theranking of these sponsored links are based upon how much the advertiser is willing topay or “bid” for each phrase or word. Obviously the higher the bid, the higher up uponthe list you are and the greater visibility you will have. You effectively buy your way tothe top of the search engine ratings.17 dda, dynamic digital advertising LLC, http://www.zeroonezero.com/Services/search-engine-service.html,Retrieved June 13, 200812
Pay per click advertising in theory is an effective marketing tool and a win-win situationfor search engines, consumers and advertisers alike. Pay per click works because thevisitor is likely to be actively looking for the product or service. It is the lowest form ofadvertising with the highest success rate. Cost per click advertising allows companies tomarket on a web site and pay only when people are interested in the product or serviceand click on their ads. Pay per click advertising has the ability to pick and chooseviewers as they are targeted to potential buyers. This is in contrast to radio and televisionwhich attempts to market to the masses.18The two core measures of the effectiveness of pay per click advertising are the clickthrough and conversion rates. These concepts will factor in later discussions of clickfraud schemes. A click through is when a search engine user clicks on an advertiser’sadvertisement and they are directed through to the advertiser’s Web site. The clickthrough rate therefore, is defined as the percentage of people that actually clicked on theadvertisement and measures the effectiveness of the advertisement itself. The number ofvalid clicks a business receives also affects how high in the search rankings theadvertisement appears. Conversion rate is defined as the percentage of search engine18 Google Adsense, https://www.google.com/adsense/login/en_US/, Retrieved June 7, 200813
Page 1 and 2: Online Advertising Survival:Combati
Page 3 and 4: Table of Contents1. INTRODUCTION 52
Page 5 and 6: 1. IntroductionThere have always be
Page 7 and 8: advertising industry. In addition,
Page 9 and 10: sales recorded by the offline retai
Page 11: and newspaper circulation will see
Page 15 and 16: Search engine marketing companies v
Page 17 and 18: click fraud try to imitate legitima
Page 19 and 20: click fraud did so in the belief th
Page 21 and 22: framing the operator or network 22
Page 23 and 24: 26An example of the relationships w
Page 25 and 26: each others work will “donate”
Page 27 and 28: with 99% coming from search adverti
Page 29 and 30: 36Google argues that virtually all
Page 31 and 32: eporting by the third party auditin
Page 33 and 34: provide a foundation for industry g
Page 35 and 36: advertisers. In turn, the third par
Page 37 and 38: the powerful advertising networks.
Page 39 and 40: human and bot generated clicks in o
Page 41 and 42: There is currently few state or fed
Page 43 and 44: 11.2 Class Action LawsuitsGoogle an
Page 45 and 46: The problem facing the plaintiffs i
Page 47 and 48: eluctantly acknowledged the click f
Page 49 and 50: 12.4 User LocationIn general terms,
Page 51 and 52: There is a difference between legit
Page 53 and 54: engines not to crack down on it. Th
Page 55 and 56: BibliographyMcCollam, Douglas, Bad
Page 57 and 58: Appendix B57
Page 59 and 60: Appendix D6464 http://www.marketing
Page 61 and 62: Appendix F6666 IAB Internet Adverti
Page 63 and 64:
Appendix H63
Page 65 and 66:
Appendix J65
Page 67 and 68:
Appendix L67
Page 69 and 70:
Appendix6868 http://www.marketingch
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