E-retailers must focus on their specific goals and examine a vendor’s reputation and market expertise, not referrals.
Only 19% of sophisticated marketers—defined in a Jupiter survey as those using bidding tools and analytics—view click fraud as a concern. By contrast, 23% of other online marketers did.
Opinions on the incidence of click fraud in pay-per-click Internet search engine marketing vary, and recent findings of Jupiter Research highlight another dividing line it the extent to which online marketers perceive this to be an issue. According to a Jupiter report, “U.S. SEM Executive Survey,” marketers whose online campaigns have evolved to the point of using bid management tools and web analytics-defined in the report as sophisticated marketers-view click fraud as less of a concern than do marketers who aren’t yet using these tools.
According to Jupiter`s data, 47% of sophisticated marketers, who generally have larger keyword campaigns, have concerns about choosing keywords, compared to 37% of unsophisticated marketers who said they were concerned about keyword selection. However, unsophisticated marketers were more concerned about click fraud than sophisticated ones, with 23% of unsophisticated marketer rating it a concern versus only 19% of sophisticated marketers.
“Click fraud is not a top concern for most search marketers as they plan campaigns,” notes the report. Nevertheless, Jupiter recommends search marketers to choose new campaign providers carefully and test the quality of the traffic they receive before expanding campaigns. On the provider side, Jupiter says search agencies should be prepared to explain their strategies for handling the issue of click fraud to clients.