Geolocation is bandied about quite a bit when discussing aspects of online marketing with location-specific components, but many are blurry as to how it works and how it's being used, so I thought it'd be helpful to outline the basics of it, and to highlight some of the recent developments brought via the expansion of wifi and mobile device use that have improved its precision. Geolocation is coming into broader and broader usage in enhancing the user experience for local search and mobile applications, and it has quietly become a vital component to the policing of fraud—particularly for credit card validation and filtering of PPC advertising clicks.
With all the enthusiasm surrounding the use of geolocation tech, few people really speak to the questions of accuracy with the technology as well— a point that is odd, considering just how integral the technology is to the highly-publicized concerns surrounding the reliability of fraud detection in the paid search marketing industry. By some industry reports, click fraud may be greater than 15% this year, and both the secrecy surrounding the detection technology and the anecdotal problems advertisers have seen in actual conversion rates continue to bedevil the search marketing world. I'll try to clearly outline places where geolocation may still be prone to error, and perhaps others may push for greater industry accountability.
Geolocation is bandied about quite a bit when discussing aspects of online marketing with location-specific components, but many are blurry as to how it works and how it’s being used, so I thought it’d be helpful to outline the basics of it, and to highlight some of the recent developments brought via the expansion of wifi and mobile device use that have improved its precision. Geolocation is coming into broader and broader usage in enhancing the user experience for local search and mobile applications, and it has quietly become a vital component to the policing of fraud—particularly for credit card validation and filtering of PPC advertising clicks.
With all the enthusiasm surrounding the use of geolocation tech, few people really speak to the questions of accuracy with the technology as well— a point that is odd, considering just how integral the technology is to the highly-publicized concerns surrounding the reliability of fraud detection in the paid search marketing industry. By some industry reports, click fraud may be greater than 15% this year, and both the secrecy surrounding the detection technology and the anecdotal problems advertisers have seen in actual conversion rates continue to bedevil the search marketing world. I’ll try to clearly outline places where geolocation may still be prone to error, and perhaps others may push for greater industry accountability.
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