October 26, 2006, 12:00 AM

Rise in search marketing increases concerns about click fraud and rankings

Although most search marketers are not concerned about click fraud, their concern rises as the paid-search spending increases, JupiterResearch says in a new study.

Although most search marketers are not concerned about click fraud, their concern rises as the paid-search spending increases, JupiterResearch says in a new study, “Search Marketing: Successfully Combating Click Fraud and Other Concerns.”

Search marketers are concerned mostly about the increasing competition for search rankings and rising keyword prices, Jupiter says. Among large marketers, 69% cite rankings as a problem, compared to 46% of mid-size marketers and 45% among small marketers.

Tracking the effectiveness of search engine marketing comes in second as a problem, cited by 40% of large marketers, 55% of mid-size marketers and 51% of small marketers.

Click fraud is cited as a problem by only 17% of small marketers and 21% of mid-size marketers, but among large marketers it’s cited as a problem by 39%, Jupiter says.

“Although search engines are attempting to educate marketers about the origin and measurement of click fraud, marketers should consider the possibility of click fraud occurring across all PPC networks-instead of only Google, Yahoo and MSN,” Jupiter says in the report. “As PPC campaigns expand in inventory and size and breadth, marketers must plan to monitor all publishers and PPC networks in which they participate.”

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