Just in time for the holidays: audience verification for CSEs

As the holidays approach consumers are already scoping out the best deals, comparing prices and comparing product descriptions to make the most of their holiday dollars. Enter a new tool from Click Forensics which should improve search traffic by verifying the base using comparison shopping engines (CSEs).

by Kristina Knight

The Audience Verification platform analyzes paid clicks to determine its value to the website and to the merchant; from there, if the traffic seems problematic, it can be blocked.

Why is this important? Because along with the consumers flocking to comparison shopping engines, so are botnets and click fraud networks. These entities will try to steal money from merchants through click fraud. By comparing the traffic received to SEM campaigns, marketers have a better idea of how the overall campaign is faring.

"Comparison shopping engines and other content aggregators need a simple way to optimize the money they spend on search engine marketing, while improving the quality of leads they send on to merchant partners," said Paul Pellman, CEO of Click Forensics. "The solution we're delivering today does just that. To our knowledge, it's the only system available that provides the ability for content aggregators to manage traffic acquisition and traffic monetization in a single interface."

The platform allows marketers to:

• Measure click quality throughout the holiday shopping season
• Filter out fraudulent or poor-quality traffic to maximize ROI
• Using the dashboard, analytics can be drilled down to the individual level for merchants, ad providers and partner sites

Tags: audience verification, click fraud, ClickForensics, comparison shopping engines, ppc campaign, ppc marketing, search marketing, traffic verification