The growing problem of decrease traffic quality is making advertisers think twice about where and how they spend their advertising dollars. Learn how to keep them happy and buying in this special report from Click Forensics.
TClickForensicsQ4 Special Report:The Click Fraud Prevention Comany Boosting your EPC
Boost Your Earnings Per ClickBy Reducing Click Fraud
Executive Summary:The growth of online advertising has been a boon for advertisers who want to target potential customers. However, the growing problem of click fraud is making advertisers think twice about how and where they spend their online advertising dollars. As a result, it has become necessary for third party auditors to help both advertisers and publishers address the click fraud problem to ensure high click quality. Traffic quality management is now a requirement for both advertisers and publishers alike. Traffic quality management means monitoring and filtering traffic for fraudulent and low quality visitors to optimize ad serving on your web site.
Advertiser's Fears:Publishers compete for a piece of an advertiser's online budget. Advertisers are interested in sites which will drive quality traffic and reduce wasted spend. Publishers who understand advertisers' concerns have a competitive advantage. Publishers should ask.... What is the advertiser's perspective?. How severe do advertisers think my fraud level is?. How are search providers responding?. How are advertisers responding?. How should publishers be responding?
The Advertiser's PerspectiveAdvertisers are willing to pay for quality traffic which drives business. The cost per click model is a performance-driven business model for advertisers. From the advertiser perspective click fraud is any click that does not meet a business objective (e.g. brand growth, driving conversions, research, etc.). Low quality traffic to an Advertiser includes... did you know that 7% of . Bots. Bots are computer programs which click on links and increase PPC costs. machines on the Internet are infected Advertisers want to target humans, not machines. with bots?
. Repeat clicks. Traffic that clicks on the same paid ad repeatedly has a lower ROI than single ad-click visits. . Hidden referrers. Advertisers want to know who is sending them traffic in order to conduct research and optimize their site experience. Traffic from hidden referrers is an immediate red flag to advertisers.. Bounces. Advertisers do not want to pay for bounced traffic (e.g. traffic that does not wait long enough to load and review at least one page). . A-typical Traffic. Advertisers do not want to pay for 'fake' traffic i.e. traffic that navigates in atypical patterns without converting.
Page 1 of 3TClickForensicsQ4 Special Report:The Click Fraud Prevention Company Boosting your EPC
How severe do advertisers think my fraud level is?Advertisers consider publishers to be passing on fraudulent traffic if.... Publishers (knowingly or unknowingly) purchase fraudulent traffic.. Malicious bots are crawling publisher sites and committing click fraud.. Publishers are engaging in spamming other publisher sites.. Publishers are delivering traffic during times that are not desirable to advertisers.. Publishers are delivering traffic from geo locations that are not desirable to advertisers.
How are search providers responding?Advertisers are the Search Providers customers. Search Providers are responding to pressure from advertisers to provide them with higher quality traffic. They are responding in various ways.... Search Providers Rank Publishers. Web site or portfolios of sites receive a quality score rank. The rank is usually an index, indexing one publisher against competitive publishers. Quality rank impacts commission levels.. Search Providers Discount Clicks. Clicks are ranked based on traffic quality. For some networks, the quality of the click determines how much the advertiser pays for the click. Low click quality can cause CPC's to be adjusted downward resulting in lower EPC.. Search Providers Take Money Back. Search Providers give money back to advertisers for fraudulent clicks. Google claims that it gives back or does not charge for 10% of all clicks through its network; Yahoo claims 15%. A portion of these amounts represents money back to the advertiser which in return equals charge backs to publishers.. Search Providers Give Exclusion Control to the Advertiser. Many search providers, including Google and Yahoo, allow advertisers to 'opt-out' of advertising with content network web sites. Soon, Google and Yahoo will start allowing advertisers to opt-out of search ... [download for more]
