Pay-Per-Click: Hot Button

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Pay-Per-Click: Hot Button

By
May 16, 2005

Our coverage of "click fraud" (Industry Report 5/2/05) hit a hot button. Among the comments: "This has been a huge issue, including in the media outside the ski business," wrote James Chung of Reach Advisors in Boston. "I just find that so many resorts are trying pay-per-click without really understanding whether or not it's paying off for them."

Healther Campbell-Dewar of Stony Mountain Ski Area wrote: "I thought that when you bought the pay per click that there were protections that wouldn't count more than one click-through per computer (IP) address." Indeed, that's essentially what Google does promise.

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