----------------------------------------------------------------- SearchReturn Discussion List "Understanding Internet Search Technology" ----------------------------------------------------------------- Moderator: Published by: Detlef Johnson SearchReturn http://www.searchreturn.com ----------------------------------------------------------------- July 27, 2006 SearchReturn Issue #080 ----------------------------------------------------------------- SEND POSTS: ----------------------------------------------------------------- Refer a friend: http://www.searchreturn.com/subscribe.shtml ----------------------------------------------------------------- .....IN THIS DIGEST..... // -- ESSENTIAL NEWS -- // "Click Fraud Filter Stats" "Online Ad Spend Forecast" ----------------------------------------------------------------- // -- ESSENTIAL NEWS -- // ----------------------------------------------------------------- ==> Click Fraud Filter Stats http://www.searchreturn.com/digest/refs080.shtml Essentials: In a move prompted by click fraud litigation and industry concern, Google added column options to advanced preferences in the AdWords reporting center. Even though the popular industry term is Click Fraud, Google has long tried to persuade people to think of these clicks as the far softer sounding: Invalid Clicks. The optional columns are available in two report styles under advanced dialogs, making beginning advertisers unlikely to find it easily. The available statistics show the number and CTR caught by Google's fraud filtering system (not costing the advertiser). Without additional details, advertisers are still in the dark trying to tie fraud found in data logs with specific click activity from available Google reports. While Google is showing they take action to thwart Click Fraud to some degree, these data are limited on purpose to prevent circumnavigating the filter. This may sound reasonable, however, Google's stance for the burden of proof falls on the advertiser if a refund or credit is to be awarded. Without additional information, these data are meaningless to the vast majority of advertisers for this purpose. Google has also been known to discount advertiser proof, saying the supposed detected fraud was caught in their filter process. Without data leverage to argue otherwise, the situation for the advertiser has not materially changed. The most useful aspect to the new published data is that Click Fraud caught by Google can indicate your level of fraud compared to others, and probable norms calculated by industry segment a little more accurately. ----------------------------------------------------------------- ==> Online Ad Spend Forecast http://www.clickz.com/showPage.html?page=3622954 Essentials: JupterResearch forecasts that online ad spending will increase at an impressive rate, outpacing traditional media. This extends earlier predictions this year where the percentage of online advertising represented within the total spend has been corrected upwards once search was calculated in. What we think is off about this prediction, is that search is to grow 2% from 41% to 43%, while other forms begin to get traction. Particularly mentioned is growth for Rich Media and Behavioral Targeting coming at the expense of text-based advertising. We think Rich Media suffers obstructions and Behavioral Targeting success will include text-based search ads. Rich Media requires users that tolerate interruption while browsing information and this detriment to activity on the Web is a high hurdle for Rich Media. Broadband is required but mostly available. However, when sound is not switched on, ads that carry it will lose the desired effect. When sound is switched on, the listener is likely to have other program material running, such as music or a podcast. Rich Media interrupts their experience causing negative emotion associated with the advertiser brand. If sound is on and the user is not listening to their own program material, they may be at work where the interruption at the office environment could be embarrassing. The examples regarding sound are double annoying when the basic interruption of a visual ad gets in the way of consuming information. Text-based ads work well, (when done right) because they appear in context with the information to be consumed. ----------------------------------------------------------------- Stay Tuned. Got feedback?: http://www.searchreturn.com/feedback.shtml Archives: http://www.searchreturn.com/digest-archive.shtml Alternate formats: http://www.searchreturn.com/info-formats.shtml Manage Subscriptions: http://www.searchreturn.com/help/manage-subs.shtml Problems unsubscribing? Contact the postmaster: mailto:postmaster@searchreturn.com Information on how to sponsor this publication: http://www.searchreturn.com/help/advertise.shtml Published by SearchReturn http://www.searchreturn.com Website Membership: http://www.searchreturn.com/register.shtml The contents of the digest do not necessarily reflect the opinions of SearchReturn or Detlef Johnson. SearchReturn and Detlef Johnson make no warranties, either expressed or implied, about the truth or accuracy of the contents of the SearchReturn Digest. Copyright 2006 Detlef Johnson. All Rights Reserved. -----------------------------------------------------------------