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Deter Fraudulent ClickersMy favorite part of the WhosClickingWho? service is the ClickMinder pop-up that appears on the computer screens of people who have clicked five times from a PPC search engine (see Figure 21.2). Although you can customize the warning message, start with polite copy. Many web users aren't aware that sponsored listings are ads. The click-happy consumers are simply checking out your business a few times before buying. Instead of bookmarking your site, a percentage of them return to search engines to find your site again. They don't know you're charged for their clicks on your ad listings. Figure 21.2. Sample pop-up message offered by WhosClickingWho? to deter repeat click activity from the same person.
A " cease and desist" letter works wonders. Much to her surprise, Stricchiola discovered that her law firm's prominent click fraud perpetrator was another law firm, one that specialized in Internet fraud issues! A letter sent from her law firm to the competing law firm abruptly halted the fraudulent click behavior. Deborah Wilcox, a partner with the Cleveland office of the law firm of Baker & Hostetler LLP, offers the following as a sample cease and desist letter to address click fraud. Wilcox recommends sending the letter by email and certified mail; ask for a return receipt for the mailing. Replace "Company" with the name of your company, and customize the other elements of this letter with your information.
When it comes to the search engines deterring fraudulent activity, Google wins a "gold star" thanks to its ad-serving technology. A top position on Google's AdWords is granted to an advertiser with a high maximum bid amount plus strong click-through popularity. The malicious clicking incentive is lessened because you'll jump above your perpetrators' listings if they click your ads. Point for you, minus one for them. |
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