March 28, 2014
Kevin Lee
Kevin Lee, writing in the pages of ClickZ.com, cites recent research, including a high-profile article in the Wall Street Journal, asserting that “about 36 percent of all Web traffic is considered fake, the product of computers hijacked by viruses and programmed to visit sites.” Kevin notes that for those losing faith in CPM display markets because of excessive bot traffic, “perhaps now is a great time to look for opportunities to spend more in PPC search” because the marketplaces run by the search engines are relatively well-policed. He notes that “the vast majority of marketers buying PPC search clicks are putting a lot of weight on last click when valuing the click stream from a particular search engine, and if the clicks aren’t converting, the bid usually goes down.”
Read complete article on ClickZ.com.
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