by Jody Nimetzhttp://www.enquiro.com
Here's some food for thought: Click Fraud is not an excuse for a failing online marketing campaign - why do marketers use it as one and what should they really be paying attention to?
Marketing folk tend to be very creative. Search marketers for the most part are creative as well. (The argument that search marketing is Art vs. Science can be discussed another time.) Quite often marketers can be creative with their excuses as to why a campaign may have failed when it was supposed to be the next big thing. Creative excuses very rarely 'fly' with management however. For online search marketers one of the most common excuses that I have heard search marketers use for a failing online marketing campaign is click fraud. "Click fraud is synthetically forcing our sponsored budget up as a result our return is not where it should be." Are you serious? Click fraud being the reason why your campaign is failing? In addition, there are those people who report on the fact that click fraud is going to be the downfall of search marketing. They just don't get it. They don't understand the business of search.