| Recent online successes have been driven by that | | | | advertising campaigns resulting in misleading data |
| cost-effective means of advertising known as | | | | and faulty expenditures. Essentially the practice |
| search: the true modern marketing wonder | | | | stems from the understanding that resources |
| whose impact is seen in almost all daily online | | | | spent on advertising often comprise more than |
| activity. Almost all online ad companies, including | | | | 10% of a company's expenditures. Negative |
| ICMediaDirect.com, have launched search divisions | | | | competition and/or lack of business ethics have |
| for the very fact that it produces results. While | | | | led the less scrupulous to click on a competitor's |
| search marketing itself is unprecedented in almost | | | | advertisements solely for the sake of depleting |
| every way, its burden of facing unique challenges | | | | the advertising resources of that competitor. |
| as a business rooted in an evolving technology is | | | | Thus the resulting statistics read: between 5-20% |
| not a new story. As with most technologies, | | | | of all monies in search are fraudulent charges. |
| there are a number of current issues that have | | | | Figures such as these certainly warrant heavy |
| begun to plague CPC paradigms like search. The | | | | consideration by all ad companies before offering |
| most elusive of these: Click Fraud. | | | | search. |
| Click fraud is the deliberate sabotage of CPC | | | | |