Web Promotion Tips for Dynamic Business...

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 Issue: September 2005
In this issue of Dynamic NetMarketer »

Featured Article: It’s Pay Back Time For Click Fraud

by Boris Mordkovich

If somebody were to tell you that 20% of your advertising budget was being wasted on fraud, would you be worried? If you advertise on pay-per-click search engines, such as Google AdWords, Yahoo! Search Marketing (formerly Overture), MIVA, or others, you have a reason to be concerned.

According to industry metrics, up to 20% of all pay-per-click activity delivered to advertisers is fraudulent. Two of the most common sources include competitors trying to deplete your account by repeatedly clicking on your ads or a search engine’s partner or affiliate increasing his own bottom line by clicking on your ads.

Whatever the source, the situation is even more complex because search engines never reveal their click fraud monitoring tactics. In fact, most simply state that they use a number of methods designed to filter out repetitive or invalid clicking and ensure that all clicks reported to their advertisers are genuine. However, for security reasons, they cannot disclose details of their protection methodology, nor give any visual or system clues to indicate that click protection is active.

What does this mean to the advertiser? Basically, as an advertiser, you have to rely on the effectiveness of the search engine’s fraud monitoring techniques. However, given that they actually stand to gain financially from fraudulent clicks (since your ad account is charged each time any click is made on the ad), this apparent conflict of interest by search engines is a tough pill for advertisers to swallow.

Fortunately, there are a number of third-party tools available to monitor your ad campaigns and track potential fraudulent activity, for a nominal monthly fee. They include AdWatcher.com, WhosClickingWho.com, and ClickLab.com. These tools analyze every single click on your ad(s) and let you know if they detect suspicious activity.

The question of the day, however, is what to do once a third-party tool tells you it has detected click fraud? What’s the correct process to follow to get your money back?
The following is a step-by-step guide to help ensure a refund from the search engine:

  1. Gather up all of the information you have on the fraud occurrences over a specific timeframe. You will need the ad campaign name, IP addresses, referring pages, geographic origin of the clicks in question, keywords that were searched for, the number and times of the clicks, and any other relevant data required by your search engine to process a claim. Server logs are usually very helpful, and your web-hosting provider should allow you the option to access them.

  2. According to guidelines from Google, Yahoo, and other search engines, you should also include a paragraph describing the trends in logs and/or reports that have led you to believe the click activity is invalid.

  3. Once all the information is ready, contact the search engine. Here’s a sample click fraud investigation request letter. If you have an account representative, forward the data to him or her. If not, we highly recommended that you ask for an account representative, as it is easier to deal with the same person on an on-going basis.

    Alternatively, you can also send in the claim request to an email address specific to the search engine, such as:

    Google AdWords: adwords-support@google.com (or use their Contact form)
    Yahoo! Search Marketing: feedback@overture.com (or use their Support Center)
    Other search engines have relevant contact procedures on their websites.

  4. After you submit the information, you will likely receive a response similar to one of these from a low-level representative:

    a) They have conducted the investigation, found the clicks fraudulent, and will issue the credit to your account.
    b) They are requesting additional supporting information, such as your traffic trends, server logs, etc.
    c) They may refuse to acknowledge that the clicks were fraudulent. Unfortunately, this happens quite often, as search engines are reluctant to admit click fraud has made it through their monitoring system (for example, Google never refers to clicks as “fraudulent”, just “invalid” –

  5. If scenario a) or b) occurs, follow whatever instructions are provided.

    If c) occurs, ask to speak to your contact’s supervisor. It may require numerous emails and/or phone calls to accomplish this, but remember – don’t take the first “no” as a final answer. You are, in effect, asking the search engine to hand over part of their profits,
    which is not something they likely will easily agree to.
If fraud is detected using a 3rd party auditor, we recommend that you submit click fraud reports about once a month, since it takes time for the search engine to process and investigate them. This way, keeping track of the status of your refund will be less time consuming and easier for both sides.

Click fraud is a growing problem for many advertisers – no matter how much your monthly spending on pay-per-click advertising is. To make sure that you are not a victim, it’s necessary to take matters into your own hands, detect click fraud, and claim the refunds you are entitled to.

Boris Mordkovich is the Director of Operations at AdWatcher.com – an ad tracking and click fraud auditing service.

Dynamic Lab: Maximize your Online Presence with New Dynamic SEO Solution

We are happy to let you know that we have recently released a new web based Search Engine Optimization solution called Dynamic SEO!

Again, we listened to your feedbacks, and after 12 months or hard work developing and testing it, we finally released this powerful web based Search Engine Optimization platform – Dynamic SEO!

Dynamic SEO – a better way to promote your business online.

Dynamic SEO utilizes a unique combination of search optimization tools, comprehensive website ranking, detailed submission reporting, link popularity checking and other powerful features.

How you will benefit:

  Eliminate Set-Up Process
No Service Solution Installation and No Download Required.
All you need is an Internet Connection and your Web Browser.

  Easy Campaign Management
Manage your campaign through one user-friendly interface.
All your Internet Promotion campaign settings and details will be stored in your account on our server.

  Save Time & Bandwidth
Our server will do search engine submission for you, which means you will save a lot of Internet Connection Time and Bandwidth.
Dial up users can also take an advantage of our fast connection.

Interested in learning more?

To get more information about Dynamic SEO, please visit the overview on our website or for specific questions, please contact our Customer Service, we’ll be happy to assist you.

Also, for a limited time*, we’re offering One Month Free subscription with each sign up for Dynamic SEO. To receive one month FREE Dynamic SEO please register here (please quote Dynamic NetMarketer as a source).

We keep on working hard in the future to bring you the best internet marketing solutions across the industry and make them available to you as soon as possible.

* Offer expires September 30, 2005 and is open to new Dynamic SEO clients only.

Success Story: Increase of 10 to 200 visitors per day in 3 months

CorpRat Pty Ltd is one of the fastest growing business publishing and training organisations. The company publishes products, programs and training courses targeted to both business and coaching/consultancy sectors. The main areas of specialisation include business development, lead generation, marketing, performance coaching, balanced scorecard and profit improvement tools.

Prior to providing search engine optimization for CorpRat, its web site received about 10 visitors per day and their main online marketing strategy was advertising through the Pay-Per-Click bidding on Google and Yahoo. They spent over $2,000 per month on PPC and the sales conversion was very poor.

How to improve website ranking and conversion on search engines?

Having been impressed by Apex Pacific’s technology and detailed Search Engine Compatibility analysis of the site, Peter Hickey (the Managing Director of CorpRat) asked us to provide a search engine marketing solution to ensure their site would rank well for regional business coaching-related searches in their target market in Australia.

Our first step was to conduct keyword research into the topic of business coaching to produce a range of targeted keywords and phrases that would attract the most relevant traffic to the site. This was followed by an overhaul of existing Title and META Tags on each page, followed by extensive page copywriting to integrate new targeted keywords naturally into the site, and link building strategy to increase their Google Page Rank.


Search Engine Optimization increases the website traffic by 2000%

After 3 months of the implementation of CorpRat’s search engine optimization campaign, Apex Pacific has achieved several top ten positions for the site across the world's most important search engines and directories. Below are just a few examples*:

Now, CorpRat’s web site attracts 200 quality visitors per day (increase by 2000%) and they have reduced their PPC spending to $500.00 per month.

“With the continuing search engine optimization support from Apex, we will achieve more top rankings for our targeted keywords, we will likely stop our PPC campaign within 2 or 3 months when more visitors are coming to our web site from the free search ranking results.”, says Peter Hickey.

Can Apex Pacific’s offer support and expertise on running a Successful SEO Campaign?

Of course! Our experienced consulting team will be happy to develop an effective strategy, to help give your business a competitive advantage over your competition. Please contact us now.

»  I would like to receive a FREE ranking report to show me how my web site ranks

»  I would like to receive a FREE quote to help me how to achieve high ranking

Internet Marketing News »

September 12, 2005 - Ask Jeeves Getting Flagged As Spyware

Search engine Ask Jeeves appears to be having a world of problems with some of its software. Apparently, a number of anti-spyware firms have flagged Jeeves for some of the downloading techniques and distribution channels it chooses for its toolbars and other software.

Full Story 

September 9, 2005 - Trouble shooting guide for AdSense

Google has made available a troubleshooting guide for AdSense. It starts out with the basics of accessing your account and finding your ad code. It goes on to deal more specifically with HTML issues and gives screen shots from a WYSIWYG HTML editor. You also get the solution to four common problems and some useful links.

Full Story 

September 9, 2005 - Why Google hired Vint Cerf

What will Internet visionary Vint Cerf do for Google?

Whether he meant to or not, Cerf hinted at one area he was interested in six weeks before he joined the search giant, and it deals with a wireless device near you.

In a broad-ranging interview with CNET News.com on July 28, Cerf--the man who co-developed the basic communications protocol of the Internet--said databases filled with geographically indexed material will soon help people easily retrieve lists of local hospitals, ATMs or cafes on mobile devices. Advertisements could also be part of the mix.

Full Story 

September 3, 2005 - MSN adds operators for RSS search

MSN is first out among the big search engines to add special operators that lets you search for RSS and Atom feeds.

Use the feed: operator to search for documents that are RSS or atom feeds. For intance, you can type feed:pandia into the MSN search box if you want to find Pandia’s search engine news feed.

There is also a new special operator that lets you search for documents that contain feeds, the hasfeed: operator.

Full Story 

Resource Center »
Internet Marketing Tools

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» Dynamic Link Promoter
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» Dynamic Email Validator
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» Dynamic Site Stats
Real time web site traffic monitoring service

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You can earn 40% of sales resulting from your website. On top of this you can even sign up another dealers under you and make more money out of their sales

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About Dynamic NetMarketer

Dynamic NetMarketer is published once a month by eDynamicSoft, a division of Apex Pacific Pty Ltd, developer of Dynamic Submission - award winning web promotion software. Each issue covers the latest information and trends in internet marketing and web promotion.

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