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BizReport : Search Marketing : January 13, 2009

Anchor Intelligence: How to protect against click fraud

Click fraud remains one of the biggest problems for online advertisers. According to research nearly 20% of PPC clicks could be fraudulent. What can marketers do to keep fraud from overtaking their ROI?

by Kristina Knight

Knowing what to look for in fraudulent clicks is the best place to start and that is where a new report from Anchor Intelligence comes in. The company has released "Anatomy of a Fraudster" to help marketers get a better grasp on click fraud by better identifying fraudulent clicks.

Their advice includes keeping a close eye on campaign variations from sudden traffic peaks to other strange occurrences and searching keywords to find out who competitors are and then add competitor ISPs to any IP exclusion lists available; marketers can even add their own ISPs to the exclusion lists to keep employees from clicking through too many times.

One of the most important things to do is to monitor the more expensive keywords very closely because these are somehow more vulnerable to fraudulent clicks.

Anchor Intelligence also suggests geographically targeting the campaign so that only North American (or an even smaller customer area) will count and scheduling ads for specific dayparts or days of the week so that it is easier to keep an eye on the traffic patterns.

Tags: Anchor Intelligence, click fraud, paid search, pay per click, PPC ads

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  • Shaun

    As a small business retailer with product listings on several websites, I find that I'm constantly concerned with the issue of click fraud, yet I really don't think people fully grasp the scope of the problem. One tip I can give, particularly if you're a merchant, is to seek out websites that don't charge you by the click or impression. My primary product listings are on ( ) which charges by the month regardless of the number of clicks



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