Know Where Your Ad Spend is Going – Know Your Clicks
Tuesday, August 7, 2007[note: This is a big week for one of our founders, Richard Zwicky. Nearly two years ago Richard created a new and separate firm, Enquisite Search Metrics. TODAY, they release one of the coolest PPC Ad-Spend analysis and reporting products on the market. Though the two firms are separated by an important and very real firewall, I had to put this in our blog today, if only to say congratulations to our arm's length buddies next-door.]
The PPC networks collect an enormous amount of data detailing the characteristics of each and every click-through. Unfortunately, they do not provide advertisers with enough information to fully analyze their online advertising spend. To make matters a bit more confusing and potentially costly, industry estimates of invalid click activity and outright click fraud range from the 0.02% rate of click fraud claimed by Google to the 15.7% most recently claimed by Click Forensics. Clearly there is a need for clarity.
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