Practical News & Case Studies on Internet Advertising, Marketing & PR click fraud
MarketingSherpa.com : Practical News & Case Studies on Internet Advertising, Marketing & PR:I recommend reading this article, it covers:
Overview current marketplace
Click fraud, search engine spam, trademark fears
Measuring results beyond clicks
Site design mistakes: search-centric and search-ignorant site design
Contextual Ads versus going vertical
Highlight:
"Joe Doyle, VP at Realtytrac.com agreed, 'Click fraud is a very serous problem for our site. Overall I build into my overhead an additional 10% just to account for the cost of click fraud.'
To ameliorate the problem, Doyle's tech team runs regular click log reports. 'On some days clicks from Google will suddenly double from 3,000 to 6,000. It's obvious fraud.'
(Side note: Unexpected clicks aren't always related to fraud. Check Yahoo's Buzz Index http://buzz.yahoo.com for other reasons for unusual traffic surges.)"
If you're measuring immediate clicks to conversions, you're missing the brand marketing power of search results, as well as delayed or offline purchases...warned against making snap judgments based on immediate campaign results, "Compare two months of data and averages before removing keywords. One month may look very different from another."
Factors as disparate as click latency, seasonality, competitors' campaigns, and whatever's being mentioned in the news that day can all affect your results.
posted by Jen @ 11:24 AM
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