They were still a single-digit percentage of text search ad clicks, about 6%, but Google only rolled them out widely in October.
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Click fraud and its perpetrators hit national headlines this month after Long Island startup Limited Run decided to discontinue its Facebook ( FB) advertising on suspicions of bot ad clicks.
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Critically, Google demotes a sponsor to a lower rung on its page if its response rate is too low, elevating a rival's ad for getting more clicks.
One way that marketers can see higher returns from mobile advertising is to look beyond mobile ad units that measure by clicks and impressions.
Google gets paid every time someone clicks on the ad itself.
As with other mobile ad networks, inMobi technology helps advertisers reach specific consumers over mobile Internet sites run on hundreds of different handset models, and measure the results of ad campaigns by tracking the clicks.
It includes a calculator for determining how much revenue, value per click, and return on investment marketers get from various kinds of mobile ad actions, such as clicks to call a business or even in-store visits.
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The lower cost of Google's mobile ads compared with those viewed on a desktop have contributed to an overall downturn in the average amount paid by advertisers every time someone clicks on an ad, the company has said.
For example, page owners can now turn a post into an ad campaign with just a few clicks.
When a user clicks on an online ad, several pieces of data are transmitted, including the web address of the page where the user saw the ad.
Second, because display ads drive consumers down the funnel so that they click more on search ads and eventually become a customer, this process also increases overall ad cost due to additional search clicks.
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Today -- as websites have multiplied exponentially -- that ratio is a fraction of what it was, while clicks-per-thousand ad rates have been slashed.
When a user clicks through a Williams-Sonoma ad to browse, that user is not only prompted to download the app but also to register as a customer so they can pick up shopping where they left off.
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On July 30, Limited Run, which provides software to enable bands and music labels sell physical products like records, said it was closing its Facebook account after finding that some 80% of the clicks it got during a recent ad campaign on Facebook were likely generated not by real people but by bots.
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Also, a new study from Facebook ad firm TBG Digital shows that mobile newsfeed ads elicit far more clicks than more conventional ads.
Google found most of the accidental clicks on app image ads happened at the outer edges of the ad, no doubt because people were trying to scroll up or click on adjacent content.
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The only hitch, he says, is that mobile ad prices per click are still 30% to 50% lower than desktop clicks, but he says that gap is narrowing as mobile cost-per-click continues to rise.
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