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Monday, October 10, 2005

Click Fraud = Cost of Doing Business = Run Forest, Run!

Should I factor in click fraud as a normal cost of doing business?

Should I factor in competitors stealing advertising dollars as a cost of doing business?

Should I factor in fear of extortion as a cost of doing business?

It’s ridiculous for those in the search engine marketing industry to publicly promote click fraud as a cost of doing business. What do you tell your PPC clients? "Yes, you lost 20% of your budget to click fraud...but that's just a cost of doing business." Please.

A word to advertisers: Search engines won't penalize your organic listings or PPC ads if you request refunds.

If your PPC network of choice says that click fraud is a cost of doing business, run, run far away. Run, Forest, Run! If they say they wont accept independent 3rd party data to back up your claims of click fraud then run even faster.

If your agency doesn't have a plan to protect your advertising investment, then why are you still there? Before you sign another contract, ask what they are doing to detect click fraud and how they will help you recover those stolen dollars.

No interactive agency will be able to remain competitive in PPC management services if they don’t have a solution to audit all of an advertisers PPC activity, monitor for click fraud and help secure refunds/credits.

A word to agencies: Remain competitive, improve your RFPs, keep your PPC clients -either build your own click fraud analysis tool or buy one from VeriClix.


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