Click fraud "click fraud" VS "precision marketing"

In view of this situation, many search engine service providers have put forward many improvement methods, including: setting up a special "click fraud" prevention department, establishing a filtering mechanism, developing monitoring software, directly intervening manually, analyzing the customer's advertising access record data, and preventing fraudulent click behavior as much as possible. In addition, there are some methods for advertisers to track and identify fraudulent clicks, including observing the trend of IP addresses, whether there are continuous clicks, whether the changes of access data are regular, and judging the effectiveness of clicks through transaction data, thus judging the existence of "click fraud".

At the same time, in order to effectively avoid the losses caused by click fraud and obtain a higher return on marketing investment, advertisers began to seek professional monitoring from third-party organizations. In February, 2006, Click Forensics established a network to prevent click fraud, so that advertisers can monitor their potential pay-per-click fraud. ClickTracks, another company, announced the addition of click fraud reporting to its network analysis software. The Tao is one foot high, and the devil is ten feet high. On the one hand, search engine service providers are constantly looking for ways to prevent "click cheating", on the other hand, various online cheating technologies are constantly improving. But what really matters is the advertisers who put online advertisements. They hope to avoid "losing half of the advertising expenses" with the help of seemingly accurate search engine marketing work, so as to seek the maximum marketing ROI (return on investment).

On August 4th, at noon 12, 10, many Baidu bidding ranking customers gathered in the downstairs of Baidu Company to protest against Baidu bidding ranking cheating customers and making money through malicious clicks. About half an hour later, they were dispersed by security guards. Bidding ranking advertising is Baidu's main source of income.

These dozens of protesters put up the slogan "Baidu bid to deceive customers and maliciously click to illegally collect money" and produced the notarial certificate of Beijing No.2 Notary Office. The notarial certificate shows that the protesters are Beijing Zhongbei Weike Cancer Medical Research Institute and other units.

The department said in a statement that the proportion of malicious clicks in Baidu's bidding ranking is as high as 70%. This company started bidding ranking in Baidu from June 5438+1October 4, 2003, and invested millions of employees. However, in the past year or so, the number of clicks on all keywords has increased several times or even dozens of times, and the consumption amount has doubled, and the effect is getting worse and worse. Through the monitoring of the third-party network monitoring system, a large number of users click on their keywords with cpro.baidu.com every day. The number of hits on this website accounts for 70% of the total number of hits. This cpro.baidu.com is a project called "Baidu Theme Promotion". It is stated that this product is a "disguised website" added by Baidu company to defraud customers. Through malicious clicking, the advertising fee of customers is increased and the interests are damaged. Therefore, the unit requires Baidu to deal with it immediately to ensure its legitimate rights and interests, otherwise it will take measures until it recovers the cheated expenses. Baidu said that it is paying close attention to this matter.

The following is the full text of the statement:

Baidu bidding fraud insider malicious clicks as high as 70%

It is required to immediately stop the fraud, publicly apologize to our unit, and fully refund the advertising fee.

Beijing Baidu Company:

We are Beijing Zhongbei Weike Cancer Medical Research Institute and other units. Our company started bidding ranking in your company on June 4, 2003, and has invested several million yuan so far. However, in the past year or so, the click volume of all keywords has increased several times or even dozens of times. Some keywords that have no hits at all will have more than 1000 hits a day, and the consumption amount will double. However, the effect achieved is getting worse and worse. Therefore, through the recent monitoring of the third-party network monitoring system, we found that Baidu Company adopted malicious click cheating, which caused serious economic losses to our unit.

According to the materials provided by the third-party network monitoring system, a large number of people use cpro.baidu.com (a fake website) to click on the keywords we provide every day. According to preliminary statistics, the click volume of this unknown website accounts for more than 70% of the total click volume. We opened this cpro.baidu.com (fake website) and found that it came from the so-called "Baidu Theme Promotion Service" project. However, our company has been buying and consuming keywords from www.baidu.com. We have never bought this fake product named "Baidu Theme Promotion". This product is a disguised website added by Baidu to defraud customers. The method is to link our keyword account to cpro.baidu.com (a fake website), and then click hard through their computers. All these malicious clicks were loaded into our accounts, which led to a substantial increase in our advertising expenses and seriously damaged our interests. This behavior has constituted a serious fraud. Our unit requires Baidu to deal with this incident immediately to ensure our legitimate rights and interests, otherwise measures will be taken until the cheated expenses are recovered.

Beijing zhongbeiweike cancer medical research institute

July 20(th), 2006

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