1. Augustine Fou- 1 -
Search Ad MPE
1.7%
Global CTR
(Kenshoo)
83%
Non-Click Fraud
(Adometry)
x 1.4%
Maximum Possible Effectiveness
Since advertisers only pay for the clicks, this is
already highly cost effective. But the next area
of focus should be the quality of the click.

2. Augustine Fou- 2 -
Click Fraud % of PPC Impressions
Source: ClickForensics 2006 - 2010
17% x $16.5B $2.8B

3. Augustine Fou- 3 -
Botnets cause most Click Fraud
Source: ClickForensics 2009
42% of click fraud caused by botnets

4. Augustine Fou- 4 -
Dr. Augustine Fou – Digital Consigliere
“Clients already using search as their dominant
form of digital marketing are already much better
off in terms of business impact since they only pay
when they get the click. But they still could
improve the quality of the click – i.e. that it was
clicked by a potential human customer.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou