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I usually write about search marketing, analytics and conversion optimization, but I felt it was important to share a discovery I made recently. I noticed a major phishing scam hijacking the paid search ads of financial and banking companies on brand keywords. The activity was discovered by an alert I received from BrandVudu, a third-party risk compliance and brand protection tool.
… Is PPC Ad Impersonation, AKA URL Hijacking? PPC impersonation is also commonly known as URL Hijacking. URL Hijacking occurs when the scammer impersonates an advertiser by using the advertiser's URL as its Display URL in PPC ads. Then, the scammer links the ads to the real advertiser's site through an unauthorized link such as an affiliate link…