Click Fraud Rate Rises to 14.8% in First Quarter

The pay-per-click (PPC) industry average click fraud rate jumped to 14.8% for 1Q07 from 14.2% in 4Q06, according to Click Forensics. The average click fraud rate was 13.8% for 3Q06, 14.1% for 2Q06, and 13.7% from 1Q06.

Key findings from data reported for Q1 2007 include:

  • The overall industry average click fraud rate was 14.8 percent for Q1 2007 versus 13.7 percent for the same quarter in 2006 and 14.2 percent for Q4 of 2006, 13.8 percent for Q3 of 2006, 14.1 percent for Q2 of 2006, respectively.
  • The average click fraud rate of pay-per-click advertisements appearing on search engine content networks was 21.9 percent, versus 19.2 percent for Q4 of 2006.
  • The industry average click fraud rate for high-priced search terms was 22.2 percent compared to 20.9 percent in Q4 2006, 20.9 in Q3 2006 and 20.2 in Q2 2006. High-priced terms are defined as terms that cost over $2.00. These high-priced terms often make up the majority of an advertiser's total spend.

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