Search Engine Marketing (SEM) innovations can help companies save online advertising dollars

NEW YORK - OBSNews.com - Search engines have come to dominate how many of us use the internet, and Google and other search engines have generated billions of dollars in pay per click advertising revenues as a result. One phenomenon that has plagued the industry from its early days has many businesses worried about their bottom lines: click fraud.

Many businesses that choose to use a paid search strategy in their marketing efforts, also known as a search engine marketing (SEM) strategy, on the major and niche search engines, are continuously looking for ways to prevent malicious clicks from competitors or other web-malcontents on their ads to protect their internet ad budgets, company profits, and, ultimately, shareholder value.

Search Engine eZanga.com Steps Up

One search engine, a ‘meta’ search engine, or one that aggregates the results of other search engines, eZanga (http://www.eZanga.com), has introduced proprietary technologies on their internal network that detect and protect against click fraud efforts in real time. Their solution is known as Traffic Advisors 4.0.

The company, headed by search engine marketing expert and CEO Richard Kahn, also provides web marketing consulting services that include click fraud detection and prevention tools for businesses interested in all aspects of search engine marketing (SEM) including the deployment of coordinated marketing campaigns on search engines like Google, Yahoo, and MSN.

New Ways to Fight Click Fraud

“We’re spending a lot of money on resources to ensure that the click fraud that comes into our network is being eliminated before it hits our customers,” said Kahn. He also pointed to his company’s close relationship with Click Forensics, (http://www.ClickForensics.com), an industry leader in scoring, auditing, and improving traffic quality for the online advertising community.

Kahn added, “Click Forensics is setting the industry standard, as demonstrated by Yahoo’s adoption of their proprietary technologies.”

Steve O’Brien, VP of Marketing for Click Forensics, said, “eZanga is a case study in effective traffic quality management.”

SOURCE: OBSNews.com

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Middletown, DE (PRWEB) August 26, 2008 — eZanga.com, a search engine and online advertising firm, has recently made the Inc. 500 list as one of the fastest growing private companies in America. Over a four year span since 2004, the Company has grown approximately 1,273.6% and has managed to rank in the top 25 in two additional categories.  The Inc. 500 will be awarding the 2008 honorees in this year’s conference to be held September 18-20, 2008 in Washington, D.C. Obtaining a rank in the Inc. 500 is a reputable accomplishment for any private organization and is recognized nationwide.  Businesses are ranked according to their revenue and growth from 2004 to 2007.

According to the Inc. 500, eZanga is the 193rd fastest growing private business.  In addition, they rank number 15 in the top 100 Advertising and Marketing Companies.  eZanga’s rankings nationwide have placed them as the number 4 out of the top 100 Businesses in Pennsylvania, New Jersey, Delaware, and Maryland.  CEO, Rich Kahn, comments, “We’ve been experiencing tremendous growth as a company since our original start up in 2003, and have continued to expand in the products and services we offer. Our main focus is customer satisfaction, and I believe this is what has gotten us this far.”

“To be ranked 193 out of all privately held companies in America is a great achievement for eZanga and this should give us additional credibility in the Internet Marketing industry,” Kahn continues. “With this year’s growth so far, eZanga expects to make the top 100 for 2008.”

Middletown, DE (PRWEB) July 23, 2008 — eZanga.com, an online services company, recently upgraded their fraud elimination system, Traffic Advisors. The new system, Traffic Advisors 4.0, includes numerous advancements including the addition of conversion intelligence.

eZanga has been testing the software after its initial roll out, June 23, 2008, and has seen incredible results. In addition to the many improvements, they also partnered with Click Forensics, in order to have a third party validate its process. So far the results show that Traffic Advisors is matching Click Forensics data 98% of the time. In addition, eZanga is going an extra step further by looking into correcting the other 2%. By partnering with Click Forensics we gain the credibility of a third-party to validate our efforts. We had been using our own internal system, Traffic Advisors, to improve traffic quality for several years. We’ll now be sharing our data and findings with the Click Forensics team to make continuous improvements in traffic quality for both companies, Richard Kahn, eZanga CEO.

Traffic Advisors 4.0 conversion intelligence has taken fraud elimination to the next level. We know that clean traffic is not necessarily converting traffic. For example, if you received a bunch of traffic from a children’s site such as CartoonNetwork.com or Neopets.com, it would all be real traffic. It would pass all fraud filters as it is real people; however, the conversion factor would tend to be low to non-existent since the demographics of these sites tend to be a younger audience. With Traffic Advisors 4.0, eZanga wanted to identify buyers versus non-buyers. “By doing this, we would truly be able to increase the ROI of our customers,” Kahn says. The goal of the technology is to simply discard the non-converting traffic, isolate high quality traffic, and ultimately increase ROI.

Kahn continues, “In order to get more conversions from our publishers, we even instituted a smart pricing system in order to reward our publishers for sending in high converting traffic. In order to do this, we quality score every source of traffic every 15 minutes. This allows us to keep a close watch on every source of traffic that comes into our network.” eZanga also recognizes that the more data you have, the more accurate your decisions are in quality scoring traffic sources. Whenever there is less than enough data to accurately score a traffic source, they fill in the gaps with Click Forensics data. This gives eZanga a total picture of traffic quality and allows our system to accurately score each source.