Pay Per Click

There is an interesting article published by Forbes that highlights the ever increasing concern regarding click fraud. Shuman Ghosemajumder, Google's click fraud czar on this occasion says that Google is throwing out less than 10% clicks to accommodate any invalid clicks so that advertisers are not billed for these fraudulent clicks. He explains:

Loren Baker suggests 11 more search marketing options beyond AdWords saying:

1. Search marketing role is based on the concept of search marketing share and distribution.
2. You can’t put all of your eggs in one Google basket and ignore the other 40% of the consumer market.
3. If you do not diversify your paid search campaigns beyond Google AdWords, you’re not only missing the boat – but losing your company money via inaction.

In an interesting post, John Ellis points out the "Seven Habits Of Highly Effective Pay-Per-Click Advertisers".

A brief introduction to the Seven Ways to score include:

• Separate Content from Search: "The separation provides much more insight into what is working, and more importantly what is not working."
• Control spending by adjusting bid amounts, not daily spend budget
• Create a negative keyword list

According to Click Fraud Index, as high as a quarter of all clicks for high priced search terms could be fraud. The report findings show that the industry average of click frauds has gone up from 13.7 percent in the first quarter of 2006 to 14.8 percent for the same period in 2007.

The search engine marketing industry is all set for growth owing to significant increase in spending by big advertisers. According to MediaPost, Jupiter Research has found that companies with annual revenues exceeding $50 million plan to spend 25% more on search engine marketing. While these advertisers form a significant 26% of total advertisers, another 28% of advertisers will be spending 11% to 25% more.

A leading search technologies firm, FAST, has developed AdMomentum which is a private-label contextual advertising and monetization platform for online media companies, retailers and telecommunications service providers.