The Google and the 'Click Fraud' Menace
ICMR HOME | Case Studies Collection
» Marketing Case Studies
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.
"Click fraud is a fin sticking out of the water: You're not sure if it's a great white shark or a dolphin."1
- John Squire, Vice President (business development), Coremetrics,2 in July 2004.
"Search engine traffic is among the most valuable traffic to a web marketer. Click fraud, charging marketers for poor quality non-converting clicks, could poison the well."3
- Kevin Lee, Board Member, SEMPO.org,4 in February 2005.
Google's blogpost said the settlement agreement would cover all advertisers who had been charged and not reimbursed for invalid clicks from 2002 onward, as this was when Google had launched its "cost per click" advertising program. Google said it would offer credits for all eligible invalid clicks. These credits could be used to purchase new advertisements with Google.
1] Stefanie Olsen, "Exposing Click Fraud," http://news.com.com, July 19, 2004.
Case Studies Links:-
Short Case Studies,
Simplified Case Studies.
Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.
Business Reports Link:- Business Reports.
Books:- Text Books, Work Books, Case Study Volumes.
|Business Environment||Business Ethics||Business Reports||Business Strategy|
|Corporate Governance||Economics||Enterprise Risk Management||Finance|
|HRM||Innovation||Insurance||IT and Systems|
|Leadership and Entrepreneurship||Marketing||Miscellaneous||Operations|
|Project Management||Short Case Studies||Cases in other Languages||Free Case Studies|