TAILIEUCHUNG - Maximizing Marketing Efficiency & Effectiveness By Minimizing Pay Per Click Scams

While total online marketing spend continues to grow, the returns on that investment are increasingly under attack by pay per click scams perpetrated by those who exploit powerful brands for their own profit. Scammers, misguided affiliates and unscrupulous competitors place a company’s branded terms within search ad copy, or use the terms as keywords to divert search users to sites which offer competing products or even to illegitimate sites offering counterfeit, pirated or grey market goods. These pay per click (PPC) scams drive up costs for legitimate advertisers and dilute the effectiveness of online or search advertising | White Paper Maximizing Marketing Efficiency Effectiveness By Minimizing Pay Per Click Scams Executive Summary While total online marketing spend continues to grow the returns on that investment are increasingly under attack by pay per click scams perpetrated by those who exploit powerful brands for their own profit. Scammers misguided affiliates and unscrupulous competitors place a company s branded terms within search ad copy or use the terms as keywords to divert search users to sites which offer competing products or even to illegitimate sites offering counterfeit pirated or grey market goods. These pay per click PPC scams drive up costs for legitimate advertisers and dilute the effectiveness of online or search advertising. How prevalent are pay per click scams In the . alone scammers hijack nearly 600 million clicks monthly with illicit ads. These hijacked clicks drive up advertising costs for legitimate brands and cost additional billions in lost revenues reduced marketing effectiveness and brand dilution. The scams also affect brand loyalty and consumer trust as consumers expecting to have an authentic brand experience come across illicit sites or inferior goods. Marketers and eCommerce professionals severely impacted by PPC scams should take the lead in fighting them. While the major search engines have complaint procedures monitoring and taking action is essentially up to brands and the business professionals who build them. Fortunately brands can fight this technology-borne abuse with technology automated monitoring and response enabling even the busiest marketing teams to address the problem. Fighting pay per click scams reclaims lost web traffic recoups otherwise lost revenue helps build the customer base and improves the impact of every marketing effort pursued. As the defenders of the brand and as those with the biggest stake in marketing effectiveness marketers and eCommerce professionals have every reason to begin crafting a protective strategy .

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