9. PERCEIVED RISK
• Risk, the possibility of loss
• Reflects the cost component
• Uncertainty of online behaviors
• Negative impact on attitudes about PPC
FRAUD
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
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
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