Brian McAndrews in interviewed by the MarketingSherpa folks. He gives four tips, and number three deals with click fraud.

To stay in the game, McAndrews suggests these strategies:

• Look at lifetime value
• First rank isn't always the best
• Continue to monitor for click fraud

If anything, the click fraud topic will heat up this year. Advertisers should monitor campaigns closely: if click volume spikes while conversions stay within a normal range, you may be dealing with fraudulent clicks from affiliates or your competition.

• Search is just part of the mix

McAndrews is the CEO of the company that owns AtlasDMT. So he sees a lot of data. One tip that he probably assumes his audience must be doing is: "Track conversions." That's step one.

¶ 2/21/2005