Avoiding PPC Fraud

With the advent of pay-per-click (PPC) search engine advertising has come PPC fraud. In a white paper from online ad services provider Clicklab entitled “How to Defend Your Website Against Click Fraud,” authors Michael Bloch and Dmitri Eroshenko offer a few strategies for preventing fraud:

* Avoid PPC networks that allow “incentive sites.” Incentive sites typically offer something to visitors in exchange for clicking on links. Such sites aren’t fraudulent per se, but because “the focus of the click isn’t based on interest in your product,” say the authors, you aren’t likely to convert these visitors to customers.

* Ask your PPC company about frequency caps on clicks. A frequency cap will prevent you from paying for multiple clicks originating from the same IP.

* Consider filtering out some countries. “What is your target market—do you really need coverage, for example, in Romania?” asks the white paper. According to the authors, the majority of online fraud originates in Eastern Europe, Africa, and some parts of Asia.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.