As I mentioned previously, while I’m more skeptical than most, when it comes to talk of click fraud rates being over 20%, I still like to provide balanced posts. Along that theme, I asked long-time reader, and resident click fraud aficionado, Mike Oâ€™Krongli, to share his thoughts on Google’s click fraud filtering and balance out my original post.
If you’ve read Mike’s scary post describing how click fraud “zombies” could inflict massive amounts of click fraud, without being detected, you’ll appreciate his “Twelve Ways of Click Fraud” (sung to the tune of 12 days of Christmas, how festive!).
The 12 Ways of Click Fraud
This week while humming along to the 12 days of Christmas, I counted 12 reasons to question Google’s estimate of only 2% click fraud.
1. Google earned $ 1.52 per month last quarter for every internet user over the age of 4 that use the internet 1 day a month (109 million) Less than 50% of internet users use the Google search engine. When you consider that many users do not click on PPC ads at all, the ones who do must click on a larger number.
2. There are many other things occupying the time of internet users besides search. Video has become very popular and in the first year of YouTube.com’s life, over 9,000 years of video had been watched. Email, Instant Messaging and sites like MySpace would also take time away from clicking on a PPC link.
3. I question the steady increase in PPC revenue quarter over quarter. Other forms of internet advertising have always experienced a drop in interest over time. One of the main reasons I don’t click on PPC ads is because I find them to be ineffective. Any that I have clicked on turned out to be disappointing.