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
- H1 2016's most-used and most-downloaded apps
- Gen Z's in-store expectations - the next challenge for retailers
- Brands: Why revenue based loyalty programs are a better draw
- Retail Roundup: Coupons key for all shoppers
- Study: In-game ads pushing engagement
- Expert: Why branded content appeals to consumers
- Reports: M:Comm up, privacy concerns abound
- Expert: What Pokemon Go phenomena means for businesses
Featured White Papers
- The 5 Principles of Engagement Marketing
In this ebook, we define each of those five principles, and show you what an engagement marketing strategy truly looks...