Search Engine advertising still perilous warns analyst
27 July 2004
A recently published book warns that click fraud could make Internet advertising more expensive.
According to author Catherine Seda, click fraud, or repeatedly clicking on a web page to increase the cost a business pays for per-click advertising, is a real danger for companies in highly-competitive industries.
According to Seda's new book, these "malicious clickers" could be anyone, including a business' competitor.
"When a business is paying several dollars per click," Seda says, "it's doesn't take many fraudulent clicks to drain an advertiser's budget. Advertisers with a fixed maximum budget might drop out of the premium positions, allowing competitors to jump in, often at less-expensive click rates."
Seda also sites another culprit responsible for increasing per click costs: the professional clicker.
In places like India, she suggests, small armies are paid by the click to visit web sites. Seda says this activity is linked to sites which host search engines' results on their sites and are paid by the search engines for each click they provide.
In order to tackle the problem Seda suggests company's learn tracking techniques for reviewing site traffic log files or purchase third-party auditing tools available to monitor click behavior.
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