Advertisers ‘can look to lead buying to avoid click fraud’

Advertisers can avoid click fraud by buying leads rather than clicks, according to Justin Rees, head of marketing at LeadPoint UK.

He made his comments to Netimperative and cited figures from Click Forensics that said of the clicks on pay-per-click (PPC) advertisements last year 17.1 per cent were fraudulent, although Google said it was closer to ten per cent.

Mr Rees claimed that buying leads was the answer to counteracting fraud, which can affect any advertiser using PPC marketing.

“Lead generation mitigates some of the advertiser’s risk as the lead provider will be absorbing additional costs such as click fraud,” Mr Rees said.

He questioned whether advertisers could afford to pay for fraudulent clicks in the current economic climate.
LeadPoint is an online marketplace optimised for the lead sector and it does not influence pricing or compete with lead sellers.

It was founded by Marc Diana and Per Pettersen and is situated in Los Angeles.