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
- Six ways to increase the performance of your Pinterest Pins
- Personalization key to becoming a 'Best Friend Brand'
- Young mobile users annoyed by ads in apps
- Top 3 tips to harness dark social data
- Report: M:Commerce share up one-third
- Consumer engagement with mobile ads on the rise
- Android dominates smartphone market
- How to tell if social is right for your brand
Featured White Papers
- How to Create a Mobile Device Storefront
It is estimated that 55% of Americans regularly shop online at an average of 15.6 online purchases per year. However,...
- Why The Smartest Marketers Have External Writing Teams
Here's why the savvy ones in the business are outsourcing their content right now (and why you should be, too)....