Abstract

This case discusses the problem of click fraud being faced by online advertisers and leading search engine companies like Google Inc. and Yahoo! Inc. The case highlights the types of click fraud and the steps taken by advertisers and search engine firms to deal with this problem. The case also highlights the absence of clear standards in quantifying click fraud and the conflict of interest that exists between advertisers and search engine firms.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the impact of click fraud on the online advertising industry
• Understand the measures being taken by advertisers and search engine companies to deal with the problem of click fraud.

Keywords

Google, Search Engine Marketing, PPC, CPM, CTR, Online Internet Advertising, Yahoo!, Click Fraud, Search Engine Optimization, AdWords Program, AdSense Program, Pay per click (PPC), Cost per impression (CPM), Click Through Ratio (CTR), Microsoft MSN, Online Bots