The SANS Institute discovered another botnet (along with the fraudulent URLs), which they reported to Google. This one has a smaller network of computers, ranging from 115 to a few hundred computers, with each system punching in around fifteen clicks each. Obviously Google is taking the problem seriously, and according to them they have "secret" protocols which filter and plug fraudulent clicks.
Search engines and click fraudsters play a deadly arms race of Google detecting and the fraudsters improving their techniques. The development of botnets, however, is one which will be fought by not only the search engines, but by other parties who have vested interests in high levels of PC security. Standalone and network PC security involves companies like Symantec, Grisoft and MacAfee. Browsers also are not left out of this, as these bots take advantage of flaws in browsers and operating systems. An OS or browser that can prove it offers a marked advantage in terms of security will have a competitive advantage over any other.
Other organizations that are willing to take extra time to fight click fraud include Clickhaus. Inspired by Spamhaus, the spam reporting center, Clickhaus aims to be a proactive step towards click fraud reporting, and will provide a service giving IT professionals, advertisers and search engines the ability to report instances of click fraud, which will then be reported via a database. The organization is based in the United Kingdom.
Breaking the PPC Model
Right now search engines like Snap and Turn are working with a model where organic and paid listings are blended together in a way that is indistinguishable to the searcher. The sites currently use a CPA (cost per action) model. This model is guaranteed to reduce earnings, and has its own faults by way of security, however it does offer an alternative to PPC programs.
I actually believe that PPC should not be thrown out altogether, but alternative models should be provided to advertisers. A lot of advertisers, however, do the "throw dollars at PPC and go get a donut" strategy for their ad campaigns, and have no specific system for optimizing their sites landing pages for maximum conversion. Many times I click on seemingly relevant PPC ads, and I wonder exactly what the web site owner wants me to do when I get to the landing page. Nonetheless, they do not deserve to get their hard earned money thrown away via bad clicks; they should lose money honestly, via bad landing pages (that's a joke). As for paid search engines, they have to fight this war against man or machine. Let's hope they win, because right now it's not looking good.
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