'Financial incentives' to fight click fraud

3 October 2007

It is in Google's best interests to minimise levels of click fraud, the search engine asserts.

Writing on the Inside AdWords blog, crew member Judy claims that the company takes a dual approach to the issue.

Efforts undertaken incorporate a strategy to raise the return on investment achieved by advertisers, as well as to maintain Google's own content standards by eliminating low-quality sources.

"The combined frameworks demonstrate that Google has strong economic incentives to fight click fraud," she comments.

This is "in addition to the extremely important goal of earning and maintaining advertiser trust".

Her comments follow a presentation on the topic by Dr Kourosh Gharachorloo, leader of the Ad Traffic Quality engineering team.

Dr Gharachorloo opened the recent AdFraud 2007 workshop at Stanford University by addressing 100 delegates on issues currently facing paid search campaigns.

Google asserts that its click fraud detection techniques eliminate excessively repetitious clicks, as well as discarding those derived from sources known to be fraudulent.

Category: Paid search