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The Law Of PPC Advertising |
Are you being ripped off?
Many of the legal issues existing today have little, or no, clear legal authority to guide us. This is because many of the abuses are:
. Not discovered.
. When they are discovered by the advertiser, they are settled confidentially.
. When litigated it can take years to get a decision that is confusing, inconsistent and contradictory.
Yahoo! and MSN recently launched a new and improved pay-per-click (PPC) advertising solution because the companies can make a lot more money from you through a PPC model - the most dominant advertising revenue model today. Here are the three biggest PPC issues to which you need to be paying attention:
. Click Fraud: Traditionally a competitor would click on your ad, making you spend more money for poor results, leading you to deciding not to bid as aggressively or maintain a big budget with the advertisers, which leads your competitor to outbid you at a deflated cost. The more prevalent problem today is advertising distributor fraud. This occurs when your ads are shown on "partner" sites in which a revenue share is paid whenever a click through occurs. There are an infinite number of ways for this type of fraud to be perpetrated. The best approach you can take is to monitor your advertising records and log files and identify any unusual spikes in volume. You may, or may not, get much help from the search engine. Without naming names, one search engine seems to be very good and proactive, while most other search engines seem to miss a lot of fraud. Run PPC advertising on multiple sites and you'll see what I mean when you have a fraud issue arise.
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dgmPrologin |
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Case Studies...
"DGM has enabled Sainsbury's Bank to cut through and reach their target market with phenomenal success."
Victoria Blackmore, Digital Media Account Director, Universal
"Growth for theaa.com in this area has been spectacularly cost-efficient."
Ben Walton, Head of E-Commerce Marketing, The AA
"DGM and their affiliates are a valuable and important element to our online sales strategy."
Chris King, Head of Affiliate Sales, BT
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