"Click" and deceive

02 February 2007

The document, in particular, indicated that 14.6% of "clicks" in the ads, which are covered by the system of Pay Per Click, made to defraud advertisers. Moreover, three-quarters of advertisers said that at least once they become the victim of fraud.

As a result - 27% of advertisers have sharply reduced or even stopped to allocate funds for advertising, paid on such a system. According to estimates of the report's authors, companies such as Google or Yahoo! as a result had not received about $ 500 million in revenue. At the same time, 7% of respondents turned to Google and Yahoo! demanding the return of money spent on advertising in connection with the "click fraud". The average size of the returned denego equal, according to Outsell, $ 9507. The study took part Outsell 407 advertisers from different industries. Their costs Click per pay ranged from a few thousand dollars to more than $ 10 million

According to the company Fathom Online, a similar scheme of payment for advertising is most often used by search engines online. On average, advertisers pay $ 1.39 for every click made on their advertising during the first three months of the year.

Technology "Click fraud" is short. "Click" can be done on contextual advertising (for example, at Google AdSense). For this even developed a special tool, cheating contextual advertising system - is done by pressing a ranyh IP addresses and so on. In addition, "Click fraud" can benefit competitors - they click on ads so often that the budget increases by several times and the announcement just stop showing. According to analysts of "Pay per click" this is a relic of the old methods of advertising and should pay attention to other methods, for example, the model "Click Per Action".

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