December 12, 2006

Google says clickfraud less than 2%

by Brian Turner

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Google

In an interview with Google business product manager, Shuman Ghosemajumder, finds that invalid clicks detected by Google were less than 2% of total..

This means that Google currently detects that on average, around 2% of clicks purchased by Adwords advertisers as potentially fraudulent, and therefore invalidated before the advertiser even sees them.

The interview also showed that Google has four levels of fraud detection:

1. Search & Adsense filters
2. Adsense flagging system
3. Manual review
4. Requested investigations

where the first two are automated procedures, and the last two performed by Google Staff.

While there’s a lot of contention over the figures - after all, Google cannot state how much clickfraud they can’t detect - it does provide further transparency on the PPC process.

This is important because a key concern of advertisers is that search engines are not being transparent enough about how they handle clickfraud.

However, while PPC fraud still offers lucrative incentives for organised groups, especially via botnets, advertisers should always remain aware that there could still be fraud problems.

Therefore it remains a point of common sense that business owners with a large PPC spend should apply strategies and tools that may help not simply clickfraud, but also their PPC spend.

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Story link: Google says clickfraud less than 2%

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