How Search Engines Manage Click Fraud

December 15, 2008

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How Search Engines Manage Click Fraud

In the session "Search Engines on Auditing" the speakers discussed how search engines handle auditing concerns.

Richard Zwicky, Founder & CEO,

Shuman Ghosemajumder, Business Product Manager for Trust & Safety,

Nearly all invalid clicks are detected proactively. Reactively detected invalid clicks are a negligible proportion (less than 0.02%).

"The impact of invalid clicks at Google is minimal."

Several features help and protect advertisers:
SmartPricing

AdWords Auto-Tagging

Site Targeting

Site exclusion

Invalid clicks reports

Placement reports

IP exclusion

AdSense click area change

Takeaways:
Validate data collection methods
Define conversions carefully
Use advanced analytics features to spot trend in data
Conduct experiments to get more data

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