News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Mobile PPC ad fraud loophole exposed by agency
After watching their clients' analytics 'like a hawk', an investigation by Las Vegas Internet marketing agency Platinum Web Marketing led them to immediately cease all its mobile pay-per-click ad management campaigns. But why?
When the head of Platinum Web Marketing, Andy Carlitto, and his team noticed "a disproportionately large number of PPC charges coming from mobile devices", they embarked on an investigation that would highlight potential loopholes in the anti-fraud measures used by companies such as Google AdWords, Bing Ads and Yahoo Search Marketing.
By taking to the streets of Las Vegas and Manhattan, Platinum Marketing employees were able to show that the same mobile PPC ad could be accessed repeatedly - and incur a charge to advertisers each time - just by changing their location by as little as a block down the road. That's because, in each location, the mobile devices being used were automatically acquiring a new IP address.
IP address blocking is what most PPC ad services implement to guard against multiple clicks from the same user but, as Platinum Marketing's experiment has shown, this is ineffective for mobile users.
"The monetary cost of those duplicate clicks can add up quickly," says Carlitto, whose agency and its clients spend around $400,000 a year in ad clicks to Google, Yahoo, and Bing. "This latest discovery has already fundamentally altered our approach to pay-per-click advertising. And I think it's going to be a real wake up call to PPC advertisers everywhere."
Image via Shutterstock
- Study highlights consumer behavior in tablet purchase journey
- Britain leads Europe's online shopping boom
- YouGov: Mobile commerce confidence grows among consumers
- Study finds the moments ads will most likely garner attention
- Report: SMB owners optimistic about 2014 holidays
- Brands: Why you need to connect social and cross-platform marketing objectives
- 35% of U.S. online shoppers won't browse or buy from Alibaba
- Top 3 tips to create a multi-channel strategy that works
Featured White Papers
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...