{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Posts in Search Marketing

Does keyword deflation add up to click fraud?

Pay-per-click keyword prices have been falling in many sectors for the past year or so, according to the agencies and client-side marketers whom we regularly speak with in the UK, and as evidenced by the great US-focused research published by Fathom. 

In 2005, my gut reaction to falling keyword prices was that it was merely a correction. After all, growth in spending on paid-search surged massively between 2004 and 2005, driven by much competition and new entrants to the PPC scene.  

New advertisers – and some existing ones - may have over-egged the cake to secure a number one listing, before revising keyword bids downwards once the resulting sales didn’t provide enough (or any) return on investment. Paid-search is seen as one of the lowest hanging fruits for those new to online marketing, and PPC virgins may simply have been a bit too gung-ho to begin with.  

But maybe keyword deflation suggests something more sinister, something that isn’t purely about new entrants bidding too much to attract visitors. Falling ROI may indicate a rising number of fraudulent clicks.

Is click fraud is in fact a bigger issue than the paid-search networks are prepared to let on? And is keyword deflation the smoking gun?

2 comments