SES NY 2008 Day 1 Winner: Auditing Paid Listings and Click Fraud
March 18th, 2008 Posted in Yahoo Search Marketing, Google Adwords, UncategorizedSearch Engine Strategies New York is quite possibly the most attended online marketing event in North America. The best and brightest in our industry join in various cities throughout the year on the SES tour, but seldom is the turnout as high as in New York City. I had the privilege of attending this year, and on Day 1 of the conference, I’d have to say the session on Auditing Click Fraud was the best.
The panel speaking at the session included Shuman Ghosemajumder from Google, Reggie Davis from Yahoo, and Tom Cuthbert from Click Forensics. What made this session so interesting included:
- discussions on how each search engine audits the click quality of their own traffic
- how engines interact with client inquiries regarding click quality
- the state of contextual ad networks and what advertisers can do to protect themselves
- tools such as the search query tool, content placement tool, and various free and paid third party tools
Some of the more interesting facts that surfaced included:
- Yahoo’s expected aggregate click fraud or low quality click traffic at 10-15% of total clicks
- Google’s estimated aggregate click fraud or low quality click traffic at 8-10% of total clicks
- Declining click quality numbers on the content network, and how to curb it
- Optimizing campaigns to reduce and exclude low quality traffic (more on this next week)
- Countries and regions that affect click quality on both search and content network
The consensus seems to be that if you’re not already auditing your campaigns for click fraud, you’re missing the boat. Google and Yahoo work hard to increase advertiser confidence through the filtration of poor quality clicks, the auditing of fraudulent clicks, as well as crediting advertiser accounts for clicks the advertiser deems of low quality.
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