Okay, now the world can move forward. We finally have a number from Google on Click Fraud (0.02%). Now, ask yourself what will you do differently? What if they said 5%, or 10%? If you answer anything other than “nothing”, then why have you not made these improvements before?
For me, click fraud amounted to two things:
1) potential cost recovery
2) an ego hit because some schmuck out there got the better of me
As for my campaigns, it means very little. If you do search right, measure to the margin per transaction, then the click fraud issue is already accounted for in your metrics. You’re already optimizing your programs, so there should be no reaction to the click fraud announcement.
It’s not that we should ignore the problem. By staying vigilant, we prevent it from ballooning on us and turning a once profitable medium into a loss, or at least marginalizing the profit. However, by staying focused, we can mitigate the impact of click fraud, and improve program performance.
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