More than 20 percent of clicks on pay-per-click (PPC) ads in the third quarter were unintended or malicious, resulting in wasted marketing money that drew website visitors with no interest on the product or service advertised and no intention to buy.
At 22.3 percent, the incidence of this problem, known as click fraud, increased more than 8 percentage points compared with 2009’s third quarter, according to a study released Wednesday by Click Forensics, a provider of click-fraud detection services and products.
Click fraud affects the effectiveness of PPC ad campaigns, in which advertisers pay a fee every time their ads are clicked. PPC ads are typically short, text-based and linked to advertisers’ websites. PPC ads usually run alongside search engine results and on regular Web pages related to their topic.
PPC ads are the most popular online ad format, accounting typically for between 45 percent and 50 percent of online spending by advertisers. Google is the world’s leading seller and distributor of PPC ads, from which the company generates most of its revenue.
Are you satisfied knowing that 20% of what you’re paying for is bogus?
Unlimited clicks for first- or second-page Google natural rankings cost a fraction.