How to Prevent your Self from Impression Fraud?

For impression fraud to be effective it has to happen at relatively high volumes(usually accompanied by a "traffic spike").  The result will be lots and lots of impressions and a very low CTR.  Also if its done for competitive reason, Grinch may identify himself (if you are really keeping tabs  on things) because he has to switch his ads on and off. Reporting it to Google immediately will help but will not get you any compensation. Google will still charge you more money for ad placement in a certain position. The impression fraud attack is extremely insidious, because even though the consequences can severely affect the return on investment ( ROI), Google's policies don't allow refunds to take place. The take home point is that you have to keep tabs on the traffic, including traffic that is not getting to your site. If you are using a web metrics product, ask your vendor if they have the ability to  upload your Ad words data into your web metrics account. You have to reconcile the data from what your  historical CTR has been to your current CTR, and your costs. It will help to level the playing field, calculate your effective ROI, and may even allow you to look at alternate plans that are now available from Yahoo, MSN and Ask Jeeves.


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