Click Fraud: Enough, Already
Ian Lurie Jul 26 2006
Click Fraud hysteria is just that. So please stop stressing about it.
Yes, there are fraudulent clicks. But they don’t matter. OK? Here’s proof:
Google has integrated a nifty little click fraud analysis tool into their Adwords PPC system. I just used it to measure the number of fraudulent ‘invalid clicks’ for our biggest PPC client. This client spends over $50,000 on Adwords, every month.
Total potential cost of fraudulent clicks? $2000. Or 4% of their budget. But Google refunded charges for those costs, automatically. So the cost is zero.
Note: I verified Google’s numbers with my own analysis of the client’s log files, and I got 4-5%.
If you spend $10,000 on a print ad, can you expect that that magazine is reporting it’s readership numbers within 5% accuracy? I don’t think so.
Click fraud is real. I am not minimizing it – we watch for it carefully. But it’s a tiny, tiny problem compared to, say, companies who charge you a hefty fee to check for click fraud.
Related post: Estimating Invalid Clicks
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More