eZanga’s CEO, Richard Kahn, exposes Click Fraud as the topic in his presentation at the 2008 Search Marketing Expo (SMX).
February 27, 2008, Richard Kahn, eZanga.com’s CEO, was recently selected to speak at the 2008 Search Marketing Expo (SMX) in Santa Clara, California. His discussion included various tactics to discover and eliminate click fraud from advertisers’ pay-per-click (PPC) campaigns.
In Kahn’s discussion, he revealed that “Click fraud is the practice of clicking on ads for the sole purpose of earning money directly and/or causing harm to another company’s advertising campaign.” With high levels of click fraud, the advertiser can be cheated out his or her PPC campaign due to these fraudulent clicks. Kahn went on to explain that all types of individuals are committing click fraud for various reasons such as earning fast money or simply just to knock down competition.
Kahn believes solutions for eliminating click fraud can be achieved if customers and search engines work together in spotting sources of traffic that do not convert well for their ad campaigns. These advertisers can also choose to target the geographical locations they want in order to be sure not to attract non-converting traffic. By taking advantage of performance tracking tools their search engines provide, it will help in optimizing ad campaigns.
Richard Kahn has been testing his theories of click fraud at eZanga.com, Inc., as owner of the search engine specializing in pay-per-click advertising. Kahn, along with his partner, Angel Pabon, eZanga’s COO, together have become experts in the field after they developed a fraud filtration system called Traffic Advisors. Kahn and Pabon officially launched the system on October 30, 2007, and noticed immediate results in detecting fraud.
