Business Services Industry
Costly clicks; Local firms find Web ads carry risk of fraud.
Crain's Detroit Business, January, 2007
Byline: Bill Shea When David Zoldowski checked the numbers on his Yahoo search engine advertising account one morning this past June, he was stunned. In seven days, he'd been charged $8,500, including a stretch that saw him billed $100 every three minutes. It shouldn't have been more than $70 a week.
Zoldowski owns Brighton-based Auto One Inc., an automotive glass and accessories chain with 12 locations in the Detroit area. His account with Sunnyvale, Calif.-based Yahoo Inc.'s Search Marketing division, which is responsible for those "sponsored links'' that show up alongside search results, was supposed to be limited to $10 a day each month. Zoldowski was a victim of a phenomenon called click fraud, the bane of the pay-per-click advertising that...
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