The Click Quality Council™, an
independent group of leading online advertisers, advertising
agencies and click quality monitoring firms, published
a list of eight principles it believes should serve as
the foundation for ensuring industry-wide click quality.
The development of the eight core principles for ensuring
click quality is the result of a six month effort by Click
Quality Council members to identify the key elements needed
to deliver adequate quality in pay-per-click advertising
campaigns. The eight cornerstone principles include:
Principles
to Ensure Click Quality
- Advertisers should never pay for double clicks or
repeat clicks from the same session.
- Advertisers should never pay for traffic from bots.
- Advertisers should have control over where, when and
to whom ads are distributed.
- Domain and IP exclusion lists from search providers
should be easy to use and maintain.
- Search providers should provide advertisers detailed
referrer information on all traffic that is billed.
- Advertisers should never pay for traffic originating
outside the specified geo-targeted settings.
- Search engines should adopt third-party validation
for click quality as other media companies have done
for their audience validation.
- Search providers should provide an easy mechanism
to reconcile paid clicks on a monthly basis.
What do you think of these principles?