Advertising Online - A Guide to Successful Market Penetration
Part Three: Geo Targeting and Fraud Protection
Deborah Kilpatrick - January 18, 2003

Geo Targeting and Fraud Protection Programs

Pay-Per-Click search engine traffic is a popular means of bringing qualified users to sites. Technology has evolved tremendously, allowing the targeting and tracking abilities of an engine to supply PPC campaigns with less advertising and more of a direct marketing platform. However, while the theory is sound, the traffic being supplied may not always be real. (This is why it is important to list with a reputable engine that has strict fraud detection programs). On the flip side, the same type of technology used to identify and suppress certain types of traffic can also be used for good – geo targeting can supply geographically specific traffic to your site...