Joeychgo
02-25-2005, 08:24 PM
Impression Spam Worries Google Advertisers
› › › ClickZ News
By Rob McGann (http://www.clickz.com/experts/contact_author/index.php/67353_3485386) | February 24, 2005
Google is on the lookout for "impression spam" but denies it poses a big threat to paid search advertisers. Advertisers and SEM firms beg to differ.
The search engine giant defines impression spam as "ad impressions generated outside of normal search activity, in some cases deliberate in other cases not deliberate," whose overall effect is minimal, said Salar Kamangar, Google's director of product management.
Paid search advertisers like Richard Leino, the founder of WebsiteMaven.com, disagree about the "minimal" part. Because Google takes click-through-rate (CTR) into account when it decides the rankings of search ads, extra impressions without click-throughs can result in an ad being demoted or even disabled. (Overture does not use CTRs to determine the ranking of its paid search listings.) Advertising on "Web hosting" was Leino's introduction to the effects of impression spam. In the last 10 months, Leino periodically noticed bursts of ad impressions over 10 times higher than the typical daily average on the keyword.
See the rest of the article here (http://www.clickz.com/news/article.php/3485386)
› › › ClickZ News
By Rob McGann (http://www.clickz.com/experts/contact_author/index.php/67353_3485386) | February 24, 2005
Google is on the lookout for "impression spam" but denies it poses a big threat to paid search advertisers. Advertisers and SEM firms beg to differ.
The search engine giant defines impression spam as "ad impressions generated outside of normal search activity, in some cases deliberate in other cases not deliberate," whose overall effect is minimal, said Salar Kamangar, Google's director of product management.
Paid search advertisers like Richard Leino, the founder of WebsiteMaven.com, disagree about the "minimal" part. Because Google takes click-through-rate (CTR) into account when it decides the rankings of search ads, extra impressions without click-throughs can result in an ad being demoted or even disabled. (Overture does not use CTRs to determine the ranking of its paid search listings.) Advertising on "Web hosting" was Leino's introduction to the effects of impression spam. In the last 10 months, Leino periodically noticed bursts of ad impressions over 10 times higher than the typical daily average on the keyword.
See the rest of the article here (http://www.clickz.com/news/article.php/3485386)
