The Google and the 'Click Fraud' Menace

  
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:

Price:
Case Code : MKTG120 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes
Case Length : 9 Pages
Period : 1998 - 2006
Pub Date : 2006
Teaching Note : Not Available
Organization : Google Inc.
Industry : Online Advertising
Countries : USA

Abstract:

This case discusses the problem of click fraud being faced by online advertisers and leading search engine companies like Google Inc. and Yahoo! Inc. The case highlights the types of click fraud and the steps taken by advertisers and search engine firms to deal with this problem. The case also highlights the absence of clear standards in quantifying click fraud and the conflict of interest that exists between advertisers and search engine firms.

Issues:

• Understand the impact of click fraud on the online advertising industry.

• Understand the measure being taken by advertisers and search engine companies to deal with the problem of click fraud.

Contents:

  Page No.
Introduction 1
Background Note 2
The Phenomenon of Click Fraud 3
Quantifying Click Fraud 4
Combating Click Fraud 4
Future Outlook 5
Exhibits 6

Keywords:

Google, Search Engine Marketing, PPC, CPM, CTR, Online Internet Advertising, Yahoo!, Click Fraud, Search Engine Optimization, AdWords Program, AdSense Program, Pay per click (PPC), Cost per impression (CPM), Click Through Ratio (CTR), Microsoft MSN, Online Bots

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