Click Fraud Hits Small Biz Especially Hard

Share this content:
Click fraud may turn out to be as much a nuisance and threat to search engine marketing as spam and phishing are to e-mail. Small businesses are hit particularly hard. Hear what Bob Cefail, chairman of In Touch Media Group Inc., a paid search facilitation company in Clearwater, FL, has to say:

"Google's content network is where we believe there's significant click fraud. When you have your ads show up on the content network with Google, you'll notice there are a huge number of impressions with a very small actual [conversion] rate, which shows you there are a tremendous number of pages out there that are designed purely to generate clicks.

"Typically, these pages don't have visitors [who] are highly relative to your ads. That's where you're going to have a high impression rate and a low click-through rate, and that affects you not only in click fraud, but it also affects you in terms of your click-through rate. And you know, with Google, if you have a low click-through rate, they automatically disable your ad.

"So you have double whammies going on here: No. 1, the content network, which affects your performance of ads; and No. 2, that's where you're going to find your click fraud because those are pages in many cases that are often set up for the purposes of clicking away.

"In terms of click-fraud detection, this is once again where the small businesses fall down because your typical small business or medium-size business is not using back-end software on their Web sites that track results, visitors and IP addresses that show where your people are coming from.

"There are inexpensive solutions like Hitslink that show, for $20 a month, when you're getting consistent click fraud going on because they'll show you the number of times IP addresses are coming up over and over again. So, small and medium-size businesses aren't really prepared to fight click fraud because they don't have the necessary back-end software that evaluates their traffic."

Google has acknowledged the click-fraud issue, as chief financial officer George Reyes said click fraud "threatens our business model" at an investors conference late last year.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above