An additional thought about Scandoo…

May 24, 2006

Topics: Search Marketing.

I’ve recently been reading a lot of articles mentioning that the sponsored results from many search engines are high-risk candidates for spyware and other scams. This study was mentioned by SearchEngineWatch, reported on by the BBC, and by Wall Street Journal.

With the higher risk of scams coming from sponsored results, it’s very unfortunate that Scandoo does not also detect the presence of risks in search advertising.

Obviously, this is a completely separate results set than the normal search engine results – and we certainly don’t want to inflate the advertising costs of honest advertisers through automated testing! However, it would certainly be great if a way could be found for a tool such as Scandoo to follow the links contained in sponsored links without being registered as a visit.

It seems that such a thing would be relatively simple – the automated requests coming from Scandoo could be routed through a specific server, IP address, or use a specific referer string which could be eliminated automatically from AdWords accounting. Manual clicks in the search results pages, however, would need to be managed separately.

It would be a nice addition to the service!

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