Natural Search Blog


Quova Awarded Patent for Improved Geotargeting

Quova Logo - Location MattersQuova recently announced that they were awarded a patent for various methods which improve geotargeting accuracy and capability. My understanding is that Quova has been using these methods for quite some time already, prior to receiving the patent.

Here’s Quova’s description of the innovations:

“Quova’s newly added patent describes a method for determining the geographic location of an Internet user based upon combining trace routes, user registration information, host names with textual patterns that reveal geolocation information and Internet Service Provider (ISP) service area information. These trace routes describe the pathways by which data moves through the Internet. Each node or ‘hop’ in the trace route is identified by an IP address. These interconnected nodes can be used to recreate the topology of the Internet. Each geolocation can then be assigned to these IP addresses in order to determine the location of each node, up to and including the end user’s IP address and the geolocation of that end user.”

I previously have written about Quova in my extensive article, (more…)

Pay-Per-Action Ads may open up Google to being a victim of fraud

I was just reading Barry Schwartz’s report that Google is opting-in some AdSense publishers into Pay Per Action (CPA) ads. He poses the question of why would Google push these ads on the publishers who haven’t asked for it? The immediate answer I come up with is that this could actually be a test to try to detect fraud, since CPA is thought to be less prone to exploit. After all, the publisher would only get paid for these ads if someone buys – not just clicks on the ads on their sites. Perhaps the publishers that are getting opted-in are ones for which Google has had some question about the quality of click-through in their regular PPC ads.

Google AdSense logo

I’ve been thinking that an unpublished problem with Google’s pay-per-action product is that Google itself is likely to become more a victim of fraud with these types of ads. Read on and I’ll describe…

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Click Fraud Costs Estimated at over $800M

In Report: Advertisers Cut Spending, Blame Google and Yahoo for Click Fraud, a new report states that advertisers wasted over $800 million last year on phony clicks.

Some points of interest:

I predict that this fraud perception will fuel advertisers increasing reliance on natural search, where click fraud is not incentivized.

Will click fraud be the catalyst that finally causes retailers to more equally allocate their spending between PPC (pay per click) and NSO (natural search optimization)? So, for example, shift from $1MM/yr PPC and $150k on NSO, to more like $1MM/yr PPC and $1MM/yr NSO?

As PPC gets more expensive, the act of click fraud gets more costly, and that bad apple must begin to spoil the bucket at some point – not completely I’m sure, but probably enough to cause advertisers to rethink allocation and importance of NSO.

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