How You Can Stick It To Lawyers With Pay-Per-Click (PPC) Advertising

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October 16th, 2007 by Click Consult

Question: What do you call 1,000 lawyers at the bottom of the sea? Answer: A good start. I'm sure you've heard this joke before, but, as with most good jokes, it contains a seed of truth: Lawyers are not liked. For instance, Jim Olsztynski wrote a column entitled “42 Reasons Why I Hate Lawyers” for FamGuardian.org. Before long, it was picked up and read out loud on a national radio show in America. Type “anti-lawyer groups” into Google and it yields about 12,500,000 search results.

With this in mind, “mesothelioma”, the name of an obscure asbestos-related disease, and pay-per-click advertising could pose a huge threat to lawyers in America and around the world. U.S. Law firms are prepared to pay as much as $30 each time someone clicks on a sponsored links ad for the keyword mesothelioma. After all, it is an easy way to find sufferers who might be interested in launching a money-spinning compensation lawsuit.

However, if one of the 12,500,000 anti lawyers groups were so inclined, they could create a campaign asking people to type “mesothelioma” into Google a few times a day and click on one or two of the ads that appear in the search results. Only one or two of the ads would be targeted with each search, as constantly clicking back and forth on an ad would arouse Google’s suspicions and the cost of these clicks would be refunded back to the company. If more and more people are encouraged to repeat the mesothelioma trick, the abhorrence and loathing for lawyers within the general population could be brought into fruition. Moreover, the hate campaign would come with measurable financial results, namely for every click there would be around $30 less in a lawyers pocket.

This scenario really highlights the dangers of click fraud and the importance of anti-click fraud software to companies who invest substantially in pay-per-click advertising. If a company is disliked or has recently experienced some bad PR (think Nestle amongst students; think the Exxon Valdez Oil Spill), then click fraud must be taken even more seriously.

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