Consequences of Click Fraud on the Effectiveness of Search Engine Advertising
نویسندگان
چکیده
Click fraud endangers the advertising effectiveness of search engine advertising and thus imperils the business model of many search engine providers. Search engine providers need to address click fraud and attest the reliability and accuracy of the payper-click accounting system. Advertisers have to factor click fraud in the decision process concerning a search engine advertising campaign. A positioning model including a profitability factor and a leakage benchmark is presented to support this decision process. Additionally, the influence of fraudulent click behavior on performance measures is analyzed to qualify the evaluation of advertising effectiveness based on these measures.
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