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Artikel zum Klickbetrug

Mittwoch, 06. Jul 2005 (20:12) gsyi

Interessanter Artikel auf Marketingexperiments.com zum Thema Klickbetrug (kostenlose Registrierung nötig). Die Jungs bei Marketingexperiments.com haben verschiedene Tests bei Adwords durchgeführt, Testergebnisse könnt ihr auf der Seite selber sehen…

Die wichtigsten Punkte dieses Artikels sind:
- Definition vom Klickbetrug
- Die Wichtigkeit des Problems Klickbetrug
- Klickbetrug vermeiden

Die folgenden sechs Punkte finde ich am interessantesten:

1. Carefully monitor rapid drops in website conversion with corresponding spikes in paid search traffic. This type of rapid change in metrics could indicate someone or something is manipulating your search campaign. Large amounts of click traffic with no new sales or leads often indicate click fraud, particularly if you have historical data that shows a higher average website conversion rate from the same core search terms.

2. Implement a click-fraud tracking tool. There are several monitoring tools that will look for irregular patterns in your click traffic and flag potential fraud. We have listed a number of these tools in the Literature Review at the end of this report.

3. Be aware of impression fraud. Pay attention to the search terms that have been deactivated in your Google account because of apparent low conversion. If the campaigns have been running for some time successfully and suddenly some of your key terms have been deactivated, it may indicate impression fraud.

4. Report any click fraud to Google so that their fraud team can attempt to identify the source of the fraud. Google has various click fraud screening tools that monitor all click traffic, and they have even more advanced screening tools that their staff uses to identify the source of click fraud. Like SPAM, we believe much of the click fraud comes from just a handful of criminals.

5. Monitor your overall site traffic on a daily basis. By utilizing an accurate web analytics tool you can monitor the quality of your overall traffic and infer potential problems based on trends.

6. The more a PPC engines depends on affiliates for its traffic, the more susceptible it will be to fraud. Traffic quality tends to be better on Google, Yahoo!, and Lycos, for example, because each of these sites has its own branded destination where consumers go to search. However, smaller PPC engines often rely exclusively on partner sites for traffic.

via: seobook l Jensense.com

Postname: Artikel zum Klickbetrug
Kategorien: PPC Marketing, Suchmaschinen