Pay Per Click Advertising - Click Fraud Proposal
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PPC advertising can be intimidating. Here is an option to help convince a client that competitors are not a threat.
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Pay Per Click Advertising - Click Fraud Proposal
- 1. PAY PER CLICK ADVERTISING Proposal to Combat Click Fraud www.cliker.com www.clipartist.info
- 9. PERCEIVED RISK • Risk, the possibility of loss • Reflects the cost component • Uncertainty of online behaviors • Negative impact on attitudes about PPC FRAUD
- 10. PERCEIVED RISK FRAUD • Opportunity • Maximize reach • Obtain potential new markets • Increase revenue and Return On Investment (ROI)
- 12. EXTERNAL SOLUTIONS Google Adwords Yahoo | Bing Network protecting and handling invalid traffic filtration, monitoring and investigation of traffic quality Support from Search Engine Providers
- 13. EXTERNAL SOLUTIONS Google Adwords Yahoo | Bing Network protecting and handling invalid traffic filtration, monitoring and investigation of traffic quality Support from Search Engine Providers
- 14. EXTERNAL SOLUTIONS • Second set of eyes to carefully crafted PPC ad campaign • Provide access to track conversions, pull reports of specific activity for optimizing ad performance and give discounts or ad credit Support from Search Engine Providers
- 15. EXTERNAL SOLUTIONS improvely ClickReport WhosClickingWho conversion tracking, click fraud monitoring and A/B testing click fraud detection and monitoring search engine marketing specialist PaidThird-Party Services
- 16. EXTERNAL SOLUTIONS improvely ClickReport WhosClickingWho conversion tracking, click fraud monitoring and A/B testing click fraud detection and monitoring search engine marketing specialist PaidThird-Party Services
- 17. EXTERNAL SOLUTIONS improvely ClickReport WhosClickingWho conversion tracking, click fraud monitoring and A/B testing click fraud detection and monitoring search engine marketing specialist PaidThird-Party Services
- 18. EXTERNAL SOLUTIONS • Important factors in understanding behavioral intentions • Tools filter and track fraudulent clicks, provide recourse for getting refunds or not paying for them PaidThird-Party Services
- 20. INTERNAL SOLUTIONS User Ad Settings IT Support Legal/Corporate cap fraudulent visitors, report suspicious activity, monitoring programmer detect frequent visits from same IP address, create warning landing page build in strong litigation in contract and insurance for click fraud offenders Company Resources
- 21. INTERNAL SOLUTIONS User Ad Settings IT Support Legal/Corporate cap fraudulent visitors, report suspicious activity, monitoring programmer detect frequent visits from same IP address, create warning landing page build in strong litigation in contract and insurance for click fraud offenders Company Resources
- 22. INTERNAL SOLUTIONS User Ad Settings IT Support Legal/Corporate cap fraudulent visitors, report suspicious activity, monitoring programmer detect frequent visits from same IP address, create warning landing page build in strong litigation in contract and insurance for click fraud offenders Company Resources
- 23. INTERNAL SOLUTIONS • Keeps revenue in, builds on existing employee trust • Allows for hands-on monitoring of assets and liabilities, no hassle of outside tools, set-up, etc. Company Resources
- 25. COMPARISON CHART SOLUTION EMAIL ALERTS RECOVER $$ A/B TESTS REPORTS TRACK CONVERSIONS POP UP WARNINGS OTHER MARKETING FEATURES COST improvely $29/mo ClickReport <$1/day WhosClickingWho $29/mo Google Adwords included Yahoo | Bing Network included Company Resources not measurableU U U ITL Features, Benefits and Costs
- 26. COMPARISON CHART SOLUTION EMAIL ALERTS RECOVER $$ A/B TESTS REPORTS TRACK CONVERSIONS POP UP WARNINGS OTHER MARKETING FEATURES COST improvely $29/mo ClickReport <$1/day WhosClickingWho $29/mo Google Adwords included Yahoo | Bing Network included Company Resources not measurableU U U ITL Features, Benefits and Costs
- 28. $30 a month = cost of service
- 29. $1 = average cost of 1 ad click
- 30. missed opportunities false CTRs bad ROI erroneous reporting wasted ad spend lost revenue cost of service + filtered results correct stats targeted traffic better conversions OR $30 = 30 fraudulent clicks
- 31. OR If we only had 5 fraudulent clicks per day in 1 year, this would result in: $360 a year with improvely $1825 in lost revenue and no detection $1465 in savings $1825 in losses
- 32. REFERENCES Adometry. (n.d.) The Click Fraud Report Infographic - First Half 2013. Adometry. Retrieved August 25, 2013, from http://www.adometry.com/blog/ click-fraud-report-infographic/ ClickReport. (n.d,) ClickReport - Click Fraud Detection and Monitoring. ClickReport. Retrieved August 21, 2013, from http://clickreport.com/ Dinev, T. Hu, Q. and Yayla, A. (2008). Is There an Online Advertisers’ Dilemma? A Study of Click Fraud in the Pay-Per-Click Model. International Journal on E Commerce. pp. 29-59. http://web.ebscohost.com.oclc.fullsail.edu:81/ehost/detail?vid=16&sid=a661f0cb-1bc9-4525- a74c-33823b9f1042%40sessionmgr10&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=35789725 Google Adwords. (n.d.) About Invalid Traffic - Adwords Help. Google. Retrieved August 24, 2013, from https://support.google.com/adwords/ answer/2549113?hl=en&ref_topic=3121937 Improvely. (n.d.) Marketing Analytics and Click Fraud Monitoring - Improvely. Retrieved August 21, 2013, from https://www.improvely.com/ Kabateck, B. S., & Gholian, A. (2010). Deterring Bad Faith Clicks: Can the Computer Fraud and Abuse Act Deter Internet Click Fraud Schemes? Computer & Internet Lawyer, pp. 1-6. http://web.ebscohost.com.oclc.fullsail.edu:81/ehost/detail?vid=16&sid=a661f0cb-1bc9-4525- a74c-33823b9f1042%40sessionmgr10&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=51504165 WhosClickingWho. (n.d.) Pay Per Click Fraud Tracking Software. WhosClickingWho. Retrieved August 21, 2013, from http:// www.whosclickingwho.com/index.html Yahoo | Bing Network. (n.d.) Advertisers Resources - Bing Ads Traffic Quality. Yahoo, Bing. Retrieved August 24, 2013, from http:// advertise.bingads.microsoft.com/en-us/traffic-quality/network-protection