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BizReport : Research archives : July 09, 2010

Anchor Intel: Attempted click fraud up 26%

Although invalid traffic showed a significant decrease from Q1 to Q2 2010, attempted click fraud remained basically unchanged from quarter to quarter. Which means PPC marketers need to remain guarded in their campaigning. Especially since, year over year, the attempted click fraud rate increased by just over 25% according to the Anchor Intelligence Traffic Quality Report.

by Kristina Knight

The report is for the second quarter of 2010; compared to 2009 levels attempted click fraud increased by 26%. According to their research from April until June attempted click fraud decreased by a miniscule 0.3% point. The decrease seen is likely because of a decrease in bot traffic, according to the report.

In the US the attempted click fraud rate was 34%. Australia and Vietnam were the only countries with a higher attempted click fraud rate (36.4% and 37.3% respectively). India (31.7%), the UK (27.6%) and Canada (26.8%) also showed high attempted click fraud rates.

"Click fraud attempts are not going to go away any time soon. Cybercriminals will simply reallocate their attempts from well protected ad networks and search engines to those that do not have a fortified line of defense," said Ken Miller, CEO of Anchor Intelligence. "Fraudsters are efficient. Once they stop receiving payments from one set of targets, they'll simply find another set that is likely to pay out."

There is brighter news, however, in that brands and marketers are making strides to corral fraudulent clicks.

"However, ad networks and search engines with [at least one million] clicks per day consistently recorded increases in volume while also experiencing decreases in attempted click fraud rates. It appears that advertisers are recognizing improved performance on ad networks and search engines who effectively defend against fraud. Meanwhile, malicious actors are targeting smaller, less established ad networks and search engines who may unknowingly pay for attempted click fraud," was written in the report.

Tags: advertising networks, Anchor Intelligence, click fraud, paid search, pay per click, search marketing

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