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"From the SMX East 2014 Conference in New York City, NY. SESSION: Protecting Your Brand From Online Fraud. PRESENTATION: How to Avoid Ad Impostors Ruining Your Campaigns - Given by Lori Weiman, @searchmonitor, CEO - The Search Monitor. #SMX #31B"
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Global Pla0orm for Precision Ad Intelligence
Search & Contextual Networks (Ask, AOL) & Shopping
Search & Shopping Search & Shopping
Display Networks & In-‐App Mobile
Landing Pages, Blogs, & email
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What Can You Do with This Data?
Brand Compliance & CompePPve Insights } Police affiliates, resellers, & compeLtors on search engines,
landing pages, & blogs
Cross-‐Media Intelligence } One plaOorm provides intelligence on Paid & Organic Search, PLAs, Shopping,
Display, & Landing Pages
Media Planning & Strategy } Benchmark, goal development, uncover promos/offers, answer quesLons e.g.
why did my CPC increase?
Business Development & Sales Tool } Find prospects, score leads, idenLfy tools & agencies
} Create content e.g. whitepapers & infographics
} 7 Years ago We Were Ba[ling Click Fraud } Many law suits later… } Addressed by the search engines through so]ware, be[er reporLng, and fraud departments
} Today…We Are Dealing with Ad Imposters } What is an Ad Imposter?
} An Ad That Looks Like Yours } Uses Your Display URL } But It Isn’t Your Ad – Its Another AdverLser’s Ad
New PPC Fraud: Ad Imposters
h[p://giRgrandcentral.com/goto-‐alliedshirts
h[p://www.alliedshirts.com/?extcid=1001&pscid=1001&pcode=
Proper DesLnaLon URL
Share A Sale Affiliate DesLnaLon URL
Sept. 13 – 14, 2014 7% stolen impressions by Gi]GrandCentral 42% stolen impressions by all imposters ONLY 58% of the Pme the ad was ALLIED’S!
} Affiliates. } A.k.a. direct linking or URL hijacking } Easy commissions } Low tech – no website needed } Take advantage of your good Quality Score } Brand bidding without permission – less likely to get caught
Who Are these Ad Imposters? Affiliates Do It.
h[p://giRgrandcentral.com/goto-‐alliedshirts
Share A Sale Affiliate DesLnaLon URL
} Phishing Sites. } Usually disguised as a gi] card give-‐away } Landing page looks like your brand } Goal: Grab email addresses } Da Rule:
• Search Engines force the display URL and landing page URL to match… • How can they get away with this? Push traffic to different places depending on the visitor
Who Are these Ad Imposters? Phishing Sites
} Da Other Rule: } Search Engines force each display URL to be unique per search. } Means only one of you can show at a Lme
} The Effect: } You compete against yourself } ArLficial CPC inflaLon } Reduced ad impressions } Reduced clicks } Sales A[ribuLon Issues à your SEM sales are a[ributed to the
Affiliate, causing false ROI readings } Are You Using Bid AutomaLon… Kenshoo, Marin, Acquisio, IgniLon
One, others? } False a[ribuLon causes false ROI readings, which, in turn confuses
your bidding plaOorm
How Does Ad ImpersonaLon Effect You?
} 256 AdverLsers Analyzed Sept 12 – 14, 2014
} 95 were impersonated = 37%
Impact: Size of the Problem
41.90%
34.70%
31.82%
26.37%
25.70%
25.42%
13.78%
6.96%
58.10%
65.30%
68.18%
73.63%
74.30%
74.58%
86.22%
93.04%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
alliedshirts.com
ticketliquidator.com
1800mattress.com
brownells.com
autopartswarehouse.com
coastal.com
jcwhitney.com
countryoutfitter.com
Ad Imposters September 13 -‐ 14, 2014
Imposter Advertiser
} Search Engines. } AuthenLcate the adverLser
• Code on adverLser’s site • Validate corporate email address • Phone Call
} AuthenLcate the account. Register authorized account numbers. } Complain.
} File complaints with the Engines – they will do something. You need screenshot proof and the link locaLon.
} Bing did a big take-‐down with The Search Monitor and Linkshare’s help in May. We took down a fraud ring that was a[acking 300+ adverLsers worldwide.
} Search Engine Land covered the story here: h[p://searchengineland.com/ppc-‐fraud-‐ring-‐impersonated-‐300-‐adverLsers-‐may-‐2014-‐192801
How Can This be Stopped?
Thanks from The Search Monitor! The leader in compe//ve ad intelligence for search and affiliate marketers.
Lori Weiman 321-‐206-‐9705
