Suchmaschinenmarketing und Klickbetrug

Rainer Olbrich () and Carsten D. Schultz ()
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Rainer Olbrich: Fern Universität in Hagen
Carsten D. Schultz: Fern Universität in Hagen

A chapter in Intelligent Decision Support, 2008, pp 255-271 from Springer

Abstract: Abstract Click fraud endangers the advertising effectiveness of search engine advertising and thus imperils the business model of many search engine providers. Search engine providers need to address click fraud and attest the reliability and accuracy of the pay-per-click accounting system. Advertisers have to factor click fraud in the decision process concerning a search engine advertising campaign. To detect fraudulent clicks, the usage of log file data and different levels of a click fraud detection system are presented. Additionally, the influence of fraudulent click behavior on performance measures is analyzed to qualify the evaluation of advertising effectiveness based on these measures.

Keywords: Click Fraud; Search Engine Marketing; Search Engine Advertising; Advertising Effectiveness (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-9777-7_15

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DOI: 10.1007/978-3-8349-9777-7_15

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