I-Search #080: Click Fraud Stats

-----------------------------------------------------------------
                    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.
-----------------------------------------------------------------