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Will You Add? - Google's Wonderland: Trouble In Paradise?
In the termite capital of the US, Tampa, Florida, lives a man by the name of Chet Rowland who generates direct mail sales leads by promoting his poor service.In his direct mail lead generation package he includes a copy of a letter he received from a disgruntled customer. The customer explains that Chet's Termite and Pest Control failed
"I think something has to be done about this really, really quickly, because I think, potentially, it threatens our business model."
My question is this: What took Google so long to come to that realization? It's not like click fraud just magically appeared yesterday. The media has been reporting on the problem for at least the last 3 years.
Pay Per Click Advertising - Advertising that clicks!Many have found Pay per Click Advertising the perfect solution - combining low investment with maximum returns and ensuring optimum online visibility. It is one way in which you get to fix a budget, plan the creative and decide where and when to show them. You are also avoiding the uncertainty of false cl
So, what's the source of these shockwaves? Click fraud. As my readers know, I've written several articles on the subject of click fraud, suggesting that since it's the market leader, Google should take a more proactive approach with the problem of click fraud.
Until now, Google has been mostly quiet about the subject, issuing this single statement to the Securities and Exchange Commission:
"We are exposed to the risk of fraudulent clicks on our ads. We have regularly paid refunds related to fraudulent clicks and expect to do so in the future. If we are unable to stop this fraudulent activity, these refunds may increase. If we find new evidence of past fraudulent clicks, we may have to issue refunds retroactively of amounts previously paid to our Google Network members."
So, why isn't Google doing more about click fraud? In one of my articles, I theorized that with the amount of money involved, it's actually more cost effective for Google to issue an occasional refund to its advertisers, than to develop technology to eliminate click fraud.
That theory was echoed in a recent article, in which the author wrote:
"Google's primary defense against click fraud has been to refund advertisers their money if they complain and Google sees evidence that fraudulent clicks have occured. The problem with this is that the burden of proof is on the advertiser ... and Google knows that most advertisers will not take the time to argue. Therefore, Google has a financial incentive not to deal with click fraud on their own. It not only costs them to deal with the problem but if they do find a solution to stopping click fraud ... it will cost Google much more when they don't get paid for 20 percent or more of their clicks."
However, all of that may be about to change. At an investor conference last Wednesday, Google CFO George Reyes stated:
"I think something has to be done about this really, really quickly, because I think, potentially, it threatens our business model."
My question is this: What took Google so long to come to that realization? It's not like click fraud just magically appeared yesterday. The media has been reporting on the problem for at least the last 3 years.<
Industrial pallet racks are a series of parts and components that fasten together in the form of shelving units. They are used to hold stacks of heavy pallets and are a popular means of storage for any industry.Industrial pallet racks are solutions for maximizing warehouse or shop capacity. The factory welded end frames combine with box or stepped load bea
"We are exposed to the risk of fraudulent clicks on our ads. We have regularly paid refunds related to fraudulent clicks and expect to do so in the future. If we are unable to stop this fraudulent activity, these refunds may increase. If we find new evidence of past fraudulent clicks, we may have to issue refunds retroactively of amounts previously paid to our Google Network members."
So, why isn't Google doing more about click fraud? In one of my articles, I theorized that with the amount of money involved, it's actually more cost effective for Google to issue an occasional refund to its advertisers, than to develop technology to eliminate click fraud.
That theory was echoed in a recent article, in which the author wrote:
"Google's primary defense against click fraud has been to refund advertisers their money if they complain and Google sees evidence that fraudulent clicks have occured. The problem with this is that the burden of proof is on the advertiser ... and Google knows that most advertisers will not take the time to argue. Therefore, Google has a financial incentive not to deal with click fraud on their own. It not only costs them to deal with the problem but if they do find a solution to stopping click fraud ... it will cost Google much more when they don't get paid for 20 percent or more of their clicks."
However, all of that may be about to change. At an investor conference last Wednesday, Google CFO George Reyes stated:
"I think something has to be done about this really, really quickly, because I think, potentially, it threatens our business model."
My question is this: What took Google so long to come to that realization? It's not like click fraud just magically appeared yesterday. The media has been reporting on the problem for at least the last 3 years.
Earning money on the internet is a nice thought. You can work from home, you can fit work to your own schedule, etc. etc. The problem is that many people online today seek what is referred to in the internet business as instant gratification. In other words, they look for a quick score, and when they do not find that, they give up and figure they failed. Ther
That theory was echoed in a recent article, in which the author wrote:
"Google's primary defense against click fraud has been to refund advertisers their money if they complain and Google sees evidence that fraudulent clicks have occured. The problem with this is that the burden of proof is on the advertiser ... and Google knows that most advertisers will not take the time to argue. Therefore, Google has a financial incentive not to deal with click fraud on their own. It not only costs them to deal with the problem but if they do find a solution to stopping click fraud ... it will cost Google much more when they don't get paid for 20 percent or more of their clicks."
However, all of that may be about to change. At an investor conference last Wednesday, Google CFO George Reyes stated:
"I think something has to be done about this really, really quickly, because I think, potentially, it threatens our business model."
My question is this: What took Google so long to come to that realization? It's not like click fraud just magically appeared yesterday. The media has been reporting on the problem for at least the last 3 years.
I meet and talk to hundreds and hundreds of business owners every year and do you know what I've discovered? Virtually all of them are regularly suffering from stress.It dawned on me while running a seminar one day... stress is caused by pressure. Isaac Newton’s Second Law of Motion says for every action there is an equal and opposite reaction. That means
However, all of that may be about to change. At an investor conference last Wednesday, Google CFO George Reyes stated:
"I think something has to be done about this really, really quickly, because I think, potentially, it threatens our business model."
My question is this: What took Google so long to come to that realization? It's not like click fraud just magically appeared yesterday. The media has been reporting on the problem for at least the last 3 years.
I hate to say this, given I once belonged to their ranks, but many sellers at itinerant flea markets and fairs are moonlighting, not declaring their profits to banks or the authorities. It’s all cash in hand. And it follows that most don’t accept checks or credit card payments, even PayPal. It’s all traceable, unlike cash! More than this, those other traceabl
"I think something has to be done about this really, really quickly, because I think, potentially, it threatens our business model."
My question is this: What took Google so long to come to that realization? It's not like click fraud just magically appeared yesterday. The media has been reporting on the problem for at least the last 3 years.
Smug in its ivory tower, did Google think the problem was just going to go away by itself? Or was it waiting for Overture or one of the smaller pay-per-click companies to solve the problem, so it wouldn't have to deal with it?
These are troubling questions, to say the least. Even more troubling is Google's passive approach to a serious problem, which in my opinion has been reprehensible.
It should be interesting to see what Google's next move is. Google CFO George Reyes statement notwithstanding, I'll believe Google is serious about eliminating click fraud, when I finally see it!
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