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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 13. Competitive and network click fraud: Problems and solutions

There’s a crisis brewing in this wonderful industry, and it has the potential to hit marketers hard while also negatively impacting the search engines. The problem can be described generically as click quality, which manifests itself in many ways. Network click fraud, competitive click fraud, and mislabeled traffic are some of the culprits. These problems drive down the value of a click stream and, therefore, force marketers (if acting rationally) to lower bids or remove themselves from the marketplace completely. Impression fraud places the “wrong” listings higher in engines that count click-through rate (CTR) against impressions as part of a ranking algorithm (as ...

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