Click Fraud Blog
What is Google’s Content Bid
January 15th, 2008
I want to spend a few moments talking about a function in Adwords called content bidding and how it can be useful in the fight against click fraud.
What is it?
If you advertise on Google’s content network, the home of the nefarious publisher click fraudsters, you need to understand content bidding.
A content bid allows an advertiser to set a separate price for clicks coming from the content network as opposed to the search results page. Google already reduce the price of content network click from the content network due to their measured lack of quality clicks, but a content bid allows you to go a step further and set the price of a click coming from a syndicated ad site.
Why it is relevant in a click fraud content?
By limiting your costs per click from the content network, you are implementing a control which limits your publisher click fraud risk to a level you are comfortable with. As in all PPC advertising analysis of metrics is key. If you are getting very few conversions reduce your content bid and concentrate on other areas to publish your ads.
The lower the price per click the less attractive you are to a publisher click fraudster, and be sure they have metrics in place to see which ads and keywords generate the most revenue.
I would advise everyone advertising on the content network to investigate content bids and to drastically reduce the amount they pay for content clicks versus search result clicks as the quality of the content click is far lower.
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Tags: publisher click fraud
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