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All right.

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Can everybody hear me okay?

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Louder?

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Should I scream?

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Should I sing?

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Somebody's listening to the show.

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All right.

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I will try to speak up, so I'll watch the back if anybody wants me to get louder.

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Okay.

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And there's one announcement.

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They say the tent is running about a half an hour behind schedule, so just to let everybody know that.

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And I guess I'll get started, and I am Sank Dog, as you can see on the board there.

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Great.

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Now I've got to live up to that.

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And this presentation is on hacking Google AdWords.

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And let me clarify right up front, this is not Google hacking.

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I think Google hacking has kind of been done to death, and I think everybody in here knows what Google hacking is, and we can make databases and lists of stuff all day long.

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That's not what this is about.

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So just to say that up front.

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I got interested in this and started doing research on AdWords in general just because I was curious as to how it worked.

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I wanted to see if we could get publicity for the magazine and for the website.

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Not really an advertising thing exactly, I just kind of wanted to see how it worked and do a little bit of research on it, so I figured, what the heck, I dropped 20 bucks on it.

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And I kind of, A, I didn't like the way some of the things that it did, and B, they made me mad.

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So I decided to do a little research, and that's why I'm doing this presentation.

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So, again, it's not Google hacking.

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And actually, disclaimer, I just put this in because of some recent activities by Google.

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First of all, I'm going to read these out loud, but you can see them on the screen.

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I'm not representing Google or Google AdWords in any way, shape, or form.

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I'm not affiliated with them.

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I have no association with them whatsoever.

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This is not condoned or anything by them.

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I do not have their authorization.

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The terms Google and Google AdWords are both trademarked of Google Incorporated.

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No, I do not.

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I couldn't afford it, are you kidding?

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And yeah, this presentation is just research I did as a user, creating an account, trying some different things, trial and error as they kept canceling my accounts and I kept recreating new accounts.

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And we went this whole back and forth game.

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So that's how most of this stuff came about.

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I wanted to put that up because, as you can see on the next slide, very recently I've had some activity with this.

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On the 10th of June, this presentation was listed on the DEF CON website and on my websites and things like that.

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And shortly thereafter, the end of June 31st, Google AdWords changed their terms of service.

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And they make it very clear that if I want to use the terms, I have to say trademark.

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So that's why I put that in there to make sure I'm covered from a legal standpoint.

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And then again on the 15th, which was a couple weeks ago, they sent out an email saying that they're actually changing some of the characteristics of the AdWords program.

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So I have made some updates, there's some extra comments in these slides from when I created them, some things that have changed, and I will refer to those when the time comes.

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For the most part, everything's still fairly accurate, but they are in the process of changing it, which is actually going to be, it's a good thing.

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So that's really what we want them to do.

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So, to start off with, I'll try to go through this quickly because I know everybody in here kind of doesn't want to hear what is Google AdWords stuff.

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So I'll just go quickly through this.

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First of all, it's just an advertising program.

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It's biggest competitor is Overture, which is the one that's used by Yahoo and MSN.

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There's a lot of other ones out there.

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They all act pretty much the same.

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It's a pay-per-click system.

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And pay-per-click, if anybody doesn't know, you might want to hit the exits because it's pretty self-explanatory.

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You pay every time somebody clicks on one of the ads.

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There are a couple other terms that I want to define in here.

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Impressions.

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Impression is any time an ad gets shown on a page.

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Again, kind of self-explanatory, but we're going to refer to these later on in the presentation, so keep them in mind.

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An impression is any time the ad actually shows on the side of the screen.

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And we've got some screenshots coming up to show some of these.

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And again, a click-through is self-explanatory is when they actually click through it.

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And there's one other term that they use, it's called a click-through ratio, which once again common sense tells you that's out of how many ads get shown, how many do you actually click through.

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So, yeah, we'll zip through that real quick.

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It's a customizable system, of course, and it's used by Google obviously , but also by Gmail.

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You see the ads in Gmail, that's also pulling from this from Google Groups.

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Google AdSense also will pull from these now.

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And a lot of outside sites, and this is an important fact to keep in mind also because, and I'll refer back to this when it becomes appropriate, but it's Google AdWords program, but it's not only on Google or Google-owned or affiliated sites.

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They, of course, sell this out to other companies like Ask Jeeves, for example, is one that I've noticed them on.

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I think maybe CNET, although they change contracts sometimes here to there, so you open up an AdWords account, you can get those ads on a lot.

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Anybody who uses the AdWords or AdSense, so your ads will get a lot.

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It's a pretty big program.

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I mean, it's the biggest.

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Overture is second and by a long shot.

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How does it work?

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20 bucks up front.

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I figured, you know, 20 bucks, that's not a big commitment.

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I'll drop 20 bones on that.

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And it's kind of, it's basically prepaying to enter the program.

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You put 20 bucks up front, they're going to take 5 bucks right off the top for an activation fee just to create the account.

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Why do you charge an application fee to create an electronic account with nobody's hands involved?

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I don't know.

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I've been trying to figure that out from banks for years, why they want to charge me transaction fees for every little thing, but that's a whole other topic.

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And the other 15 bucks you get credited towards your account.

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And what that means exactly is, you're going to have that 15 dollars and as you go through it and your money runs out of it, then you can reload the account, prepay it again.

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And what I mean by going through that money is this is a pay-per-click system, as I mentioned earlier.

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And it's based on a bidding system.

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The minimum bid you can put on there is 5 cents at this time.

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Again, that's one of the things they might be changing soon.

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But the minimum bid is 5 cents.

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And for stuff like I'm advertising a hacking site, they don't really...

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Overture is 10 cents.

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Google AdWords is 5 cents.

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I created my account 6 months ago or so, so if they've changed since then, yeah, I wouldn't... I don't know.

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I don't know if that's the case or not, but...

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Okay.

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Let's see.

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Pay-per-click system, yeah, minimum of 5 cents.

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And for people like me and my small sites, I'm getting keywords like hacking magazine, freaking magazine, radio show, things like that.

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I'm getting them for the lowest bid.

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There's no competition for those.

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Alright, binrev.com, B-I-N-R-E-V.com, thank you.

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I'm sure that... I'll put that at the very end.

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I'll keep the flow going for this pretty well.

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But, yeah, for most obscure keywords, it costs you about a nickel or possibly a dime, whatever the case is now, to get your ad out there.

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That's what you bid, and if somebody clicks through that ad, basically that's what you'll pay in this scenario.

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Now, other keywords, obviously it's a different story.

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It's kind of an auction where the highest bidder gets the highest placement on the website.

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So when you see, and I'm sure... Has anybody here hasn't used Google?

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No one?

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Okay.

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On the right-hand side, of course...

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And the other thing that's funny about this is you get so you don't even notice the ads anyway.

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You just block them out anyway.

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So that's a whole other topic.

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But on the right-hand side, you'll get those ads, or even at the top, the sponsored links.

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And again, on other sites, they could be placed anywhere on the page.

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You've seen ads by Google, sponsored by Google, stuff like that.

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So they can be in any form, but for the most part, it's the same bidding system no matter what.

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Now again, for my words, it's like a nickel, or less.

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And I'm like the only ad, usually, for the most part.

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Maybe two or three others.

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And actually, you'll see some pretty funny... This is going to be a pretty light-hearted presentation, by the way.

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There's going to be some funny stuff coming up.

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So I hope everybody's not in too much of a serious mood.

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Oh, I found this interesting.

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Maybe this is just a trivia, kind of a side note.

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But you know what some of the most... the keywords that get the highest bid are all relating to?

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Well...

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I would have thought porn, too.

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That's the first thing I thought, too.

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But actually, it's not so much.

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It's anything legal.

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Things like class action lawsuit, the phrase slip and fall, things like that are always pretty consistently high.

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And the highest one, yes, is mesothelioma right there.

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Mesothelioma, which I had to look up because I had no clue what it was, is actually a form of cancer that comes from asbestos.

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So it's still related to the lawyers.

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They're chasing the ambulance trying to get these class action suits.

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And they're bidding upwards of $40, sometimes higher.

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It fluctuates for every click through on one of these ads.

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$40 to click through on that.

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Because if they make a multi-million dollar lawsuit, obviously it becomes worth their while.

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And a couple of the other ones are, which also surprised me, is web hosting, search engine, search engine optimization, things like that.

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They also get consistently high bids as well.

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Considering there's a lot of markup there, I guess they have some freedom with that.

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And what else?

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There's a minimum or excuse me, a maximum daily spending value that you can set.

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You can tell how much that, like say you put $40 on your ad and you only want one a day, you can only afford one, you can put a limit of $40.

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Once that click through is gone, it'll never show up for another 24 hours.

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So for my nickel ones, you know, you click on those for a long time, it's not really going to cost me all that much.

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But for the record, if anybody wants to be a smart ass, I do have a limit on there.

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I know some of you.

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And let's see, obviously higher bid, the more you bid on it it's going to put you higher in the ranking, so that kind of makes common sense.

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And it also calculates how much you bid with how successful your ad is or how many click throughs.

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If you have a higher click through ratio, it paid a little less, it'll kind of play around with that a little bit.

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And let's see, that's about it.

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If you go on to the next one, I'll talk about a little bit about how the campaign system works.

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Basically, campaigns are just a logical breakdown.

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Just to kind of help you if you have multiple different topics.

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You might want to create a different campaign for each one of those topics.

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And again, I'm going to go through this really quickly because this is all...unless you're actually going to make one of these and this presentation is...I hope there's some people out there that actually maybe want to do this and want to learn how to better use the Google AdWords system.

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There are companies out there that charge hundreds and thousands of dollars to give you lessons on how to optimize your ads and stuff like that.

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I'm going to give you some tips on here free, and this will be downloadable in everywhere you can get your hands on this, that they're charging hundreds and hundreds of dollars for.

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And I've got some that they've...I've never seen addressed by some of them before.

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So if you're actually considering coming here for some useful information, hopefully I'll have that some in here as well, as well as some fun stuff.

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And some questionable stuff, but I'll leave that for later.

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Let's see...so...and within the different campaigns, you can create different ad groups.

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Like for a campaign, I think of it like if you're a webmaster or a web hosting company and you're offering that service for your clients, you'll create a campaign for client A, a campaign for client B and C.

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Logical breakdown of your different clients.

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With the ad groups, you know, the best example I can think of is you have a card company, you sell new and used cards.

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Well, your ads for each one of those is going to be different keywords.

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You don't want you know, if somebody types in used cars, you don't want to show them an ad for new cars.

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It makes common sense.

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So that's where you break down and make a different ad group for each one.

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And again, from my site, I have a different one for radio, a different one for magazine, a different one for, you know, a few different keywords.

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And I show a different ad based on those keywords.

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So that's basically how it works.

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Oh, and I do have one update here.

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It's one of the things I mentioned they've changed since the 15th.

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They actually have added something called site targeted ads now.

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Early on when I was testing, you could do a little bit of Google hacking.

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I said I wasn't going to refer to that, I lied.

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You do a little bit of Google hacking to kind of limit it to a site, a particular site with a site colon to kind of target your ads a little bit.

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Very mixed success.

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Well, now they have something called site targeted ads where you can go in there and they give you a list, which is actually kind of interesting, they give you a list of everybody that participates in their advertising program which you can't really find that information anywhere,

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but when you go in there you put in a few keywords or an example site and you will get a list of sites that they think are associated with that.

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So I put in hacking magazine, it might come up with a bunch of different security sites, hacking sites, etc.

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So it's kind of interesting to see.

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This gives you a list of people that are using AdSense or that are paying for their program.

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So that's kind of interesting information.

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You can know what your competition, are they using AdSense?

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And if so, what keywords they have associated with them.

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You can kind of go work backwards and kind of reverse engineer, for lack of a better word, kind of work backwards to the system to see what your competitors are doing.

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So that's kind of interesting.

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But, what's the problem with this?

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Okay, so now we get into some of my... I'll try not to rant.

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Again, people who know me know I can go off a little bit.

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I'm going to try to keep that down, but basically I have some problems with the way they run the thing.

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And some of these, again, have changed for the better.

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Basically it's they killed me a couple times with something called reactivation fees.

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So again, $20 up front, $5 to get it started.

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You only got $15 credit.

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It doesn't go too awful far.

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It goes pretty far with a nickel a pop.

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But what happens is that click-through ratio I mentioned earlier, which is the percentage of people that see the ad that click through the ad, you have to maintain a click-through ratio of .05.

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Basically you have to get two clicks for every I'm sorry, one click for every 200, I think it is, .05%.

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And if you don't, they will do something called slowing your ads.

209
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Well, the problem with this, what made me mad is I go in there, I set up my account, I'm a noob, I don't know what I'm doing, I'm setting up keywords.

210
00:14:27,210 --> 00:14:32,690
I come back the next day, I've got, you know, a couple hundred hits on the site and it generates a lot of hits, no doubt about that.

211
00:14:33,190 --> 00:14:36,630
But the click-through ratio wasn't high enough and they had slowed my ad.

212
00:14:36,770 --> 00:14:40,890
And slowing it means they're not going to show it to as many people because you're not performing well.

213
00:14:40,890 --> 00:14:47,430
Even though there's no competition and there's nobody I'm competing against, I'm not performing as well as blank space apparently.

214
00:14:47,630 --> 00:14:49,770
Thanks a lot Google, I appreciate that.

215
00:14:50,070 --> 00:14:53,150
So, let's see.

216
00:14:53,290 --> 00:14:59,610
I went in, recreated the, there's a little thing in there that says to reactivate the word.

217
00:14:59,610 --> 00:15:02,010
If it happens three times, they charge you a $5 fee.

218
00:15:02,970 --> 00:15:16,470
So I got real mad because I was having to go in every day, sometimes two or three times a day and reactivate my ads so that they don't get me that $5 fee or take the ad out of my keyword list because if it goes to slow then I keep getting these fees.

219
00:15:16,470 --> 00:15:18,910
So, that kind of made me mad first of all.

220
00:15:19,830 --> 00:15:23,330
The second thing is, and then this is an update they've made.

221
00:15:23,330 --> 00:15:25,430
They're kind of changing that system.

222
00:15:27,570 --> 00:15:30,550
They announced that they're going to go away from the whole slowing thing.

223
00:15:30,550 --> 00:15:31,950
And this just happened again.

224
00:15:32,010 --> 00:15:40,310
Email went out, I think on the 15th I got it saying that they're going to get rid of these slowing accounts and they're going to something called a quality score.

225
00:15:40,630 --> 00:15:42,010
What that is, we don't know yet.

226
00:15:42,010 --> 00:15:43,490
They haven't really implemented it exactly.

227
00:15:43,490 --> 00:15:44,810
It's coming soon.

228
00:15:44,870 --> 00:15:45,510
Whatever that means.

229
00:15:45,510 --> 00:15:48,650
Probably today at 4 o'clock after I'm done with this maybe.

230
00:15:49,390 --> 00:15:52,430
So, I don't know what defines a quality score.

231
00:15:52,550 --> 00:15:54,330
So, hopefully we'll find that out soon.

232
00:15:54,330 --> 00:15:56,370
So, that is something that has changed since this.

233
00:15:56,370 --> 00:15:58,150
So, be aware of that.

234
00:15:58,650 --> 00:16:06,850
The other problem is, and this is, I'll try not to, I'll try to stay calm with this, but basically the terms of service.

235
00:16:06,850 --> 00:16:08,110
Now, I'm not naive.

236
00:16:08,130 --> 00:16:09,470
I didn't just fall off the turnip truck.

237
00:16:09,470 --> 00:16:13,150
I know every site has no hacking or cracking rules in it.

238
00:16:13,150 --> 00:16:13,970
We all know that.

239
00:16:14,290 --> 00:16:16,010
It's not such a big deal.

240
00:16:16,270 --> 00:16:21,190
But, the problem with Google, and I'll read you the exact quote.

241
00:16:24,150 --> 00:16:24,810
Let's see.

242
00:16:24,810 --> 00:16:36,150
We have Google AdWords ad policy in order to maintain the quality of advertising we display and encourage users to continually click on ads and increase advertisers return on investment.

243
00:16:36,150 --> 00:16:45,030
Our goal is to make the information seeking process more efficient and relevant and to protect both our advertisers and users in a fair advertising environment.

244
00:16:45,030 --> 00:16:51,650
As a result, we cannot promote ads or ads for websites that promote, quote, hacking and cracking.

245
00:16:52,910 --> 00:17:00,170
As noted in our advertising terms and conditions, Google reserves the right to exercise editorial discretion when it comes to the advertising we accept on our site.

246
00:17:00,450 --> 00:17:01,270
Again, standard.

247
00:17:01,270 --> 00:17:02,750
We know that kind of happens.

248
00:17:02,990 --> 00:17:12,990
But, I guess, maybe A, maybe we hold Google to a kind of a higher standard because Google seems to be, they kind of act hacker friendly.

249
00:17:13,170 --> 00:17:16,350
Not directly, but I mean, I think everybody kind of knows what I mean.

250
00:17:16,350 --> 00:17:22,010
There's so much you can do and it's so flexible and they seem to provide APIs and a lot of code and stuff, so you kind of think of that.

251
00:17:22,210 --> 00:17:29,570
But, the bigger problem I had is the fact, when I said, when I did this hacking or cracking, they put that, in quotes, together.

252
00:17:29,570 --> 00:17:32,770
Like, there's not a difference between hacking and cracking.

253
00:17:32,770 --> 00:17:35,510
They put them together as though they're one synonymous term.

254
00:17:35,510 --> 00:17:37,450
And I just, I have a problem with that.

255
00:17:37,450 --> 00:17:38,730
I always have had a problem with that.

256
00:17:38,730 --> 00:17:40,090
They're two different things.

257
00:17:40,650 --> 00:17:47,410
So, I did email them and tried to explain the difference to them that, you know, it's a hacking site, but we don't promote cracking.

258
00:17:47,410 --> 00:17:51,670
We don't promote illegal activity or anything like that on the site in the magazine or in general.

259
00:17:51,670 --> 00:17:58,070
You know, try to, I know some people think it's a lost cause to fight that fight for the word hacker, but I don't give up that fight.

260
00:17:58,070 --> 00:17:59,310
I keep fighting for that.

261
00:17:59,310 --> 00:18:02,170
It doesn't always work, as I found out.

262
00:18:03,890 --> 00:18:09,650
So, yeah, and the other thing is, you know, like I said, we kind of hold Google to a different standard a little bit.

263
00:18:09,650 --> 00:18:10,410
We probably shouldn't.

264
00:18:10,410 --> 00:18:11,610
It may not be fair.

265
00:18:11,990 --> 00:18:15,510
But, you know, they have this

266
00:18:19,830 --> 00:18:23,410
hacker, and everybody's probably seen this joke before, right?

267
00:18:23,430 --> 00:18:29,770
They have on Google, in their translation services, a language called Hacksaw as one of their languages.

268
00:18:30,170 --> 00:18:32,570
Now, I mean, how are you going to have that on there?

269
00:18:32,570 --> 00:18:42,650
I mean, that's hypocritical to have that on there and promote, you know, like, first of all, it's at our expense with the whole LeetSpeak thing, and yeah, don't bring up my article from 2600.

270
00:18:42,650 --> 00:18:43,590
I don't want to hear that.

271
00:18:44,750 --> 00:18:48,110
But, you know, they've got stuff like this on there, and

272
00:18:52,950 --> 00:18:54,430
it's not just that.

273
00:18:54,430 --> 00:18:59,330
It's just the hypocrisy in general of Google that I've found I've had kind of a problem with.

274
00:18:59,770 --> 00:19:05,330
Another thing that they do on Google is, most of you probably know you can do define colon.

275
00:19:05,330 --> 00:19:09,850
You can find definitions on Google from different dictionaries, Wikipedia, stuff like that.

276
00:19:09,850 --> 00:19:14,990
You do a define of hacking on Google, and it brings up all these definitions, and they're mostly pretty accurate.

277
00:19:15,150 --> 00:19:19,130
So, if you go to Google and define hacker, Google gives you proper information.

278
00:19:19,210 --> 00:19:24,450
They have this Hacksaw translation service on there.

279
00:19:24,510 --> 00:19:26,410
So , you know, they're talking all this stuff.

280
00:19:26,410 --> 00:19:28,830
They've got the summer of code with this whole open source.

281
00:19:29,070 --> 00:19:32,170
We invented open source for God's sakes, you know?

282
00:19:32,190 --> 00:19:34,690
That's why they kind of come across like we're one of you.

283
00:19:34,690 --> 00:19:36,270
Well, they're not exactly.

284
00:19:36,430 --> 00:19:37,630
They're not at all, really.

285
00:19:37,630 --> 00:19:40,030
But, again, I'll back off.

286
00:19:40,030 --> 00:19:41,870
I told you I try to stay away from the rants on this.

287
00:19:41,870 --> 00:19:44,230
I don't know if I can pull that off.

288
00:19:45,170 --> 00:19:47,630
And this is the one that really made me break down.

289
00:19:48,290 --> 00:19:54,810
Well, first of all, I can't advertise the word hacking, but I think everybody's seen eBay and Amazon all the time.

290
00:19:54,810 --> 00:19:57,750
Everything that you search for, they can use the word hacking, but I can't.

291
00:19:57,750 --> 00:20:00,530
I get a warning letter saying that it's against their terms of service.

292
00:20:00,530 --> 00:20:04,830
But if you do a search for hacking radio, you'll say, buy hacker radio on ebay.com.

293
00:20:04,830 --> 00:20:05,930
You know, stuff like that.

294
00:20:06,610 --> 00:20:07,710
Buy used human hearts.

295
00:20:07,710 --> 00:20:09,150
Was that in the forums one time?

296
00:20:09,810 --> 00:20:11,230
How do you buy a used human heart?

297
00:20:11,230 --> 00:20:12,690
I don't want it if it's used.

298
00:20:12,690 --> 00:20:14,290
And how do you get a new one?

299
00:20:16,930 --> 00:20:17,890
Stem cell?

300
00:20:18,570 --> 00:20:20,550
Get controversial on here with the stem cell.

301
00:20:20,570 --> 00:20:21,810
Back away from that.

302
00:20:22,590 --> 00:20:23,770
But, yeah, it's...

303
00:20:23,770 --> 00:20:27,750
They have something called a keyword tool suggest.

304
00:20:27,750 --> 00:20:32,130
This is the thing that made me mad that I started arguing with them, trying to explain them what's going on.

305
00:20:32,130 --> 00:20:34,150
They have something called a keyword tool suggest.

306
00:20:34,210 --> 00:20:39,170
When you put in a keyword, what it does is it looks through to see what other keywords are related to it.

307
00:20:39,170 --> 00:20:42,650
So, like, if I did used cars, for example, it might pull up a list of makes.

308
00:20:42,650 --> 00:20:48,450
Or look what other people are advertising used cars and give you suggestions of what works for them or what gives them click-throughs.

309
00:20:48,650 --> 00:20:51,890
Well, I put in, you know, typical words, hacking, freaking, stuff like that.

310
00:20:51,890 --> 00:20:53,590
It comes back and gives me suggestions.

311
00:20:53,590 --> 00:20:54,990
Why don't you try security magazine?

312
00:20:54,990 --> 00:20:57,410
Why don't you hire...try freaking magazine?

313
00:20:57,890 --> 00:20:58,810
Hey, good idea.

314
00:20:58,810 --> 00:20:59,550
Thanks a lot, Google.

315
00:20:59,550 --> 00:21:00,430
I appreciate that.

316
00:21:00,430 --> 00:21:01,270
And I put those in there.

317
00:21:01,270 --> 00:21:02,610
Next day, cut off.

318
00:21:02,610 --> 00:21:03,210
Terms of service.

319
00:21:03,210 --> 00:21:04,530
You can't use those words.

320
00:21:04,810 --> 00:21:07,830
Why'd you tell me the words were there if you're not gonna let me use them?

321
00:21:07,930 --> 00:21:09,030
That's ridiculous.

322
00:21:09,690 --> 00:21:13,770
And that, honestly, that just, that kind of stupidity made me mad and that's why I actually sat down.

323
00:21:13,770 --> 00:21:16,730
That's the trigger that made me sit down and do this presentation.

324
00:21:17,870 --> 00:21:21,310
So, uh...huh?

325
00:21:23,690 --> 00:21:29,690
Well, they say you cannot contain it in the ad or link to sites that promote illegal activity.

326
00:21:29,690 --> 00:21:32,970
Again, I don't promote illegal activity, so...

327
00:21:33,550 --> 00:21:35,110
I promote hacking.

328
00:21:35,390 --> 00:21:37,510
Hacking is not necessarily illegal.

329
00:21:38,030 --> 00:21:40,050
And maybe we'll talk about that after the presentation.

330
00:21:40,050 --> 00:21:43,930
I can...definitely would be glad to go into a conversation about that.

331
00:21:44,130 --> 00:21:46,610
So, anyway, enough with the hypocrisy and the ranting and stuff.

332
00:21:46,610 --> 00:21:47,830
Let me move on to the tech stuff.

333
00:21:47,830 --> 00:21:48,310
What, sir?

334
00:21:49,170 --> 00:21:54,950
The DEF CON staff wants you guys to know that there's gonna be a spot to fed in Parthenon in five minutes.

335
00:21:57,970 --> 00:22:01,390
There's gonna be a spot to fed in Parthenon in five minutes.

336
00:22:01,450 --> 00:22:02,590
So, that's all.

337
00:22:05,570 --> 00:22:08,850
Alright, so, now let's get on with some of the tech stuff, some of the fun stuff.

338
00:22:08,850 --> 00:22:10,130
Enough with the ranting.

339
00:22:10,850 --> 00:22:18,310
Well, actually, real quickly, what you can do about it is you can reactivate your ads instantly.

340
00:22:18,310 --> 00:22:21,110
You can put your ads...first of all, ads are put into rotation immediately.

341
00:22:21,310 --> 00:22:22,590
That's an interesting thing to know.

342
00:22:22,590 --> 00:22:27,370
Anyone of you can go create an account, create an ad, bam, it's gonna be placed up within a couple minutes.

343
00:22:27,370 --> 00:22:28,050
A couple minutes.

344
00:22:28,050 --> 00:22:30,110
So, that's very important to notice.

345
00:22:30,110 --> 00:22:33,650
You can get an ad up there and it'll stay up for...until they find it.

346
00:22:33,650 --> 00:22:34,970
So, you can get ads up pretty quickly.

347
00:22:34,970 --> 00:22:37,970
I suspect they're gonna shut that down very, very quickly.

348
00:22:39,170 --> 00:22:42,590
The other thing, and this was...I laughed out loud when this happened to me.

349
00:22:42,590 --> 00:22:51,090
What they do is, if your ad does get banned, like, for example, my ad said, hacking magazine, radio show, the revolution will be digitized.

350
00:22:51,090 --> 00:22:51,650
That's all it said.

351
00:22:51,650 --> 00:22:53,050
And a link to binrev.com.

352
00:22:53,090 --> 00:22:54,650
And it's part of the presentation.

353
00:22:54,650 --> 00:22:55,570
I'm not pimping here.

354
00:22:57,550 --> 00:23:01,670
So, you know, I put that in there and they sent it back saying, you have the word hacking in the ad.

355
00:23:01,670 --> 00:23:02,870
It has nothing to do with what it linked to.

356
00:23:02,870 --> 00:23:04,070
It's what's in the ad.

357
00:23:04,270 --> 00:23:05,510
So, they didn't like the word hacking.

358
00:23:05,510 --> 00:23:06,730
So, I changed it to security.

359
00:23:07,050 --> 00:23:08,190
Okay, fine, whatever.

360
00:23:08,190 --> 00:23:09,650
Whatever will get through your system.

361
00:23:09,790 --> 00:23:10,670
And that went through.

362
00:23:10,670 --> 00:23:11,850
They approved that, no problem.

363
00:23:11,850 --> 00:23:13,850
So, it wasn't the content of the site exactly.

364
00:23:13,910 --> 00:23:20,110
It also probably depends on who's sitting at the keyboard and says, ah, I don't want to approve him or I don't, you know, however many people they do that.

365
00:23:23,290 --> 00:23:27,990
It looks like it's human interaction because sometimes it would be banned within an hour or two.

366
00:23:27,990 --> 00:23:29,590
Sometimes it would go for a week.

367
00:23:29,910 --> 00:23:30,990
So, that's kind of interesting.

368
00:23:30,990 --> 00:23:32,290
Yeah, that's a good question.

369
00:23:32,290 --> 00:23:36,110
I did, I get the feeling that it is done through human intervention.

370
00:23:37,030 --> 00:23:44,690
And again, and actually that's kind of another point is they claim that a human checks every ad before it goes up.

371
00:23:44,690 --> 00:23:47,790
But I know for a fact, I put ads in there, they're up within two or three minutes.

372
00:23:47,790 --> 00:23:49,790
Nobody checked that ad as soon as I put it up.

373
00:23:49,790 --> 00:23:51,010
They check it after the fact.

374
00:23:51,010 --> 00:23:52,690
They want you to get up and running quickly.

375
00:23:52,690 --> 00:23:54,530
Which again, that's probably going to change.

376
00:23:54,530 --> 00:23:55,950
So, enjoy it while it lasts.

377
00:23:56,550 --> 00:23:58,430
Might not be there when you get back from the weekend.

378
00:24:00,310 --> 00:24:03,690
So, yeah, so you modify your banned ad by making one small change.

379
00:24:03,850 --> 00:24:07,810
And then this is really funny and I'll give you the story of what happened to me.

380
00:24:08,130 --> 00:24:10,170
I kept going through this little game with them.

381
00:24:10,170 --> 00:24:11,510
Because I'm stubborn.

382
00:24:11,510 --> 00:24:14,410
People who know me know that I can be pretty stubborn sometimes.

383
00:24:14,450 --> 00:24:17,670
So, we went through this back and forth game where I changed it to security.

384
00:24:17,850 --> 00:24:20,310
Okay, and they approved it and went through the next day.

385
00:24:20,410 --> 00:24:27,150
Alright, well being the little butt that I am, watch my language, I went back in there and changed it back to hacking.

386
00:24:28,330 --> 00:24:31,430
And it went through for two or three days and then it got turned down again.

387
00:24:31,670 --> 00:24:33,650
So, I changed it back to security, no problem.

388
00:24:33,830 --> 00:24:35,550
Went back and changed it back to hacking again.

389
00:24:36,310 --> 00:24:44,610
We were playing through this game once in a while and not only that, but the individual keywords within the, that's the text of the ad itself, the individual keywords they would go through once in a while.

390
00:24:44,610 --> 00:24:47,850
Every time they can't ban the ad, they'd go ban a couple of the keywords.

391
00:24:48,010 --> 00:24:52,150
So, like they'd leave security working but they'd take out hacking or freaking or something like that.

392
00:24:52,270 --> 00:24:54,630
Alright, we want to play that game, we can play that game.

393
00:24:54,710 --> 00:25:00,110
So, I went in there, you delete those keywords out of there, when you try to add them back, it still says disable, they disable the individual keywords.

394
00:25:01,890 --> 00:25:04,870
It was, it blew my mind that this actually worked.

395
00:25:05,090 --> 00:25:08,950
If you delete the individual keywords and try to add them back, it doesn't work.

396
00:25:08,970 --> 00:25:18,010
But what you can do is go in there, select all of your keywords, they only ban two of them, it doesn't matter, select all 15 of them, copy and paste them, put them over into a text file.

397
00:25:18,390 --> 00:25:20,530
Delete it, save it with no keywords.

398
00:25:21,270 --> 00:25:24,930
Copy and paste it back in there, put those same 15 keywords back, you're up and running.

399
00:25:25,950 --> 00:25:29,070
I swear, I couldn't make that up, I could not make that up.

400
00:25:29,070 --> 00:25:42,310
You put them back in there, you're back up and running, every keyword, they did that to me one time, after this cat and mouse game, they deleted my, they banned my ad, they banned every individual keyword that I had created, I copied and pasted them all out,

401
00:25:42,310 --> 00:25:47,090
deleted the ad, recreated the ad, copied and pasted them all back in, back up and running within seconds.

402
00:25:47,390 --> 00:25:51,310
So, that is something else I assume they will probably take out.

403
00:25:51,310 --> 00:25:55,810
And I'll get some questions if I have time towards the end, because I want to make sure I cover everything here.

404
00:25:57,330 --> 00:26:01,930
So yeah, disabling the ads and the individual keywords and fixing them with cut and paste.

405
00:26:02,590 --> 00:26:14,470
And the daily limit I mentioned earlier, this is kind of, I'm not condoning this or saying anybody should do it, it's kind of sleazy, but you can click ads off people you don't like.

406
00:26:14,470 --> 00:26:18,850
If you're in the business world, it can get kind of cutthroat, people don't have morals in the business world.

407
00:26:19,250 --> 00:26:27,990
You want to go over, if you work for Ford and you want to go to click their Chevy's ads and make them pay for those clicks, when you run out and hit your daily limit, your ads stop showing.

408
00:26:28,130 --> 00:26:31,770
They do not show your ads anymore for that daily limit for the next 24 hour period.

409
00:26:31,770 --> 00:26:39,270
Now, there is kind of a caveat to that, they do have what they claim, click quality they call it, that's supposed to prevent fraud.

410
00:26:39,270 --> 00:26:51,250
Like basically, they check your IP address, I'm speculating of course, I don't work at Google, so I don't know what they do, but it seems like they probably will check your IP address, if you click 20 times in a row from that same IP, they probably know that that's invalid.

411
00:26:52,670 --> 00:27:05,010
I think everybody here probably knows what a proxy server is, I can't, I'm not going to go into a presentation of that, so I'm not going to go off on that tangent, but a proxy server, even that, I don't know not in an offensive way, but I don't know how smart Google is,

412
00:27:05,010 --> 00:27:07,910
they seem sometimes they do great stuff, sometimes they don't.

413
00:27:07,910 --> 00:27:14,190
So, they may be smart enough to even watch for proxy stuff, especially if it's repetitious, you keep hitting it over and over in a short period of time.

414
00:27:14,410 --> 00:27:25,890
All it takes is a very quick Perl script, go through proxies with a random timer, every 5 to 10 minutes, click that's going to be pretty hard to detect, it's going to be really hard to protect.

415
00:27:26,690 --> 00:27:31,770
So, and still, it's in 24 hour periods, so you can still get a lot of hits, they're going to end up paying a lot of money for it.

416
00:27:31,770 --> 00:27:34,650
So, again, don't do that.

417
00:27:35,590 --> 00:27:37,870
It can be done, but don't do that.

418
00:27:37,870 --> 00:27:43,070
And if you try to do it to me, let me remind you again, I have a limit, and it's really low, so you're not going to do too much.

419
00:27:44,750 --> 00:28:01,530
So, yeah, they again, they claim that they have humans that try to check for invalid clicks, you know, again, I don't know how accurate that can be, because, I mean, we all know how big Google is, and Google Adwords is the biggest advertising program on the global interweb,

420
00:28:01,530 --> 00:28:06,950
so I don't think they're going to be checking, they have too many customers and too many ads, I think that they can check all that stuff.

421
00:28:07,390 --> 00:28:19,110
So, yeah, so theoretically, again, since the ad goes up right away, you can put up an ad, watch me and my girlfriend have elite cyber sex, and they'll go up there, get people to your website for half an hour before they ever cancel it.

422
00:28:19,110 --> 00:28:29,350
I actually had an ad up that was like a week that had the word hacker in it that they never got around to doing, so it's hit and miss how often they'll leave stuff up, but you can put up just about anything for a short time period.

423
00:28:31,410 --> 00:28:39,650
And you can you can use words that are invalid because of that, so I think that's pretty much self-explanatory, but you already have to babysit it.

424
00:28:39,790 --> 00:28:40,830
Well, again, they're changing this.

425
00:28:40,830 --> 00:28:51,730
I felt I had to babysit it every day anyway, so I was going in and making all kinds of keywords just to mess with people, just to do funny stuff, and that's how I found out, we're going to get into some of the screenshots and some of the actual techniques now that I found some of the stuff.

426
00:28:51,730 --> 00:28:53,410
It was mostly just playing, just to see what I could do.

427
00:28:53,410 --> 00:28:55,890
I have to go in and babysit anyway, I might as well go in there.

428
00:28:55,890 --> 00:29:08,670
So, we'll move on to some of the tricks, and this is one of my favorite ones, and this is the kind of stuff, a couple of these things we're going to talk about now is some of the things that they charge you a lot of money to optimize to get your ads to the top.

429
00:29:08,670 --> 00:29:12,690
It's really a lot of it comes down to click-through ratio and using the proper keywords.

430
00:29:12,990 --> 00:29:17,990
One trick I found, and it was purely by accident, mesothelioma.

431
00:29:19,030 --> 00:29:21,250
Can somebody spell mesothelioma for me?

432
00:29:21,250 --> 00:29:27,910
I couldn't spell mesothelioma, so I put it in there because I wanted to see what the actual top bid was at that time.

433
00:29:27,910 --> 00:29:30,050
I just wanted to see if it really was $40, you know.

434
00:29:30,050 --> 00:29:31,470
And it was, it was $40.

435
00:29:33,010 --> 00:29:34,910
I put it in there, but I spelled it wrong.

436
00:29:35,070 --> 00:29:38,930
So, when I went in there and was searching for my ad, I'm like, why are there only like two ads?

437
00:29:38,930 --> 00:29:41,150
Because this is a huge thing, there's usually pages of ads.

438
00:29:41,150 --> 00:29:43,150
I'm like, oh, I spelled it wrong.

439
00:29:43,350 --> 00:29:44,910
And then I went, wait a minute.

440
00:29:44,910 --> 00:29:47,830
I wonder what happens if I intentionally misspell things.

441
00:29:47,830 --> 00:29:49,370
I'm kind of backing away from the mic there.

442
00:29:49,370 --> 00:29:51,350
What happens if I intentionally misspell things?

443
00:29:51,350 --> 00:29:52,710
This is a great technique.

444
00:29:52,710 --> 00:29:54,950
People misspell things all the time on Google.

445
00:29:54,950 --> 00:29:59,870
And you know when you do this, Google at the top says, did you mean to say mesothelioma with the proper spelling?

446
00:29:59,870 --> 00:30:00,670
It doesn't matter.

447
00:30:00,670 --> 00:30:01,530
It's too late.

448
00:30:01,530 --> 00:30:03,390
The ad has been delivered at that point.

449
00:30:03,390 --> 00:30:11,430
So, I put in the incorrect spelling of mesothelioma, and you'll see that this $40 ad comes up.

450
00:30:11,430 --> 00:30:19,730
Now, there's a couple other people that might have legitimately misspelled, but for five cents on a $40 keyword, right there, I got this ad cheap.

451
00:30:19,730 --> 00:30:23,170
All I did was misspell a word, and I saved $39.95.

452
00:30:23,350 --> 00:30:25,270
So, it's, it works.

453
00:30:25,290 --> 00:30:28,030
I don't...

454
00:30:28,810 --> 00:30:30,150
So, there's proof.

455
00:30:30,150 --> 00:30:31,570
I don't make this stuff up.

456
00:30:32,890 --> 00:30:34,150
I told you this would be fun.

457
00:30:34,150 --> 00:30:35,410
There's some of this good stuff.

458
00:30:37,170 --> 00:30:38,090
Let's see.

459
00:30:38,790 --> 00:30:47,790
Oh, and actually, for logical purposes, if you just want to play with that and track it, I would make a separate ad group, like we talked about earlier, a logical unit with misspellings to see how they perform.

460
00:30:47,790 --> 00:30:49,750
You might be really really surprised.

461
00:30:49,830 --> 00:30:56,390
Because people are obviously looking for that particular thing, and if you're the only ad they see, you might actually get a higher click-through rate on misspellings, which is kind of ironic.

462
00:30:57,270 --> 00:30:59,750
Another thing is to use proper names.

463
00:30:59,750 --> 00:31:07,930
This is kind of most people probably would have thought about this, but like if you work for Coke, and you want to get somebody who's searching for Pepsi to see your Coke ad, you know, use Pepsi's name.

464
00:31:07,930 --> 00:31:11,190
There's copyright issues here, and I think there's been cases in the past.

465
00:31:11,650 --> 00:31:13,250
There's nothing that stops you from doing it.

466
00:31:13,250 --> 00:31:24,430
If you work for Ford, and you want somebody searching for a Chevy S10, and you want to put in an ad for your Ford truck or whatever, or something like that, you use those opposite keywords to get the people to see your ad.

467
00:31:24,530 --> 00:31:26,570
So, keep that in mind that you can use stuff.

468
00:31:26,590 --> 00:31:36,630
And this example, this is not a very good example of that, but just to prove the point, I put in America Online as my keyword, and you see, owned by the DDP ad comes up.

469
00:31:36,710 --> 00:31:45,990
Now , I really, no offense to any AOL users, but I really don't want the AOL users, so I just put that out just as a proof of concept that this actually works.

470
00:31:45,990 --> 00:31:49,390
Again, no offense, but just to prove that it works.

471
00:31:49,390 --> 00:31:55,210
And I actually noticed this in the hotel room night before last, and I found this funny.

472
00:31:55,210 --> 00:31:56,150
I hope you guys too.

473
00:31:56,170 --> 00:31:57,210
Totally by coincidence.

474
00:31:57,210 --> 00:31:59,570
I did this as a proof of concept, just for the fun of it.

475
00:31:59,630 --> 00:32:01,410
And you see my ad over on the side.

476
00:32:01,410 --> 00:32:02,810
The one above it, again, eBay.

477
00:32:02,810 --> 00:32:04,690
They get every keyword, no matter what.

478
00:32:04,690 --> 00:32:08,950
But notice what the AOL at the top, the sponsored link, they're paying for that.

479
00:32:08,950 --> 00:32:10,910
If you click through that, AOL pays for it.

480
00:32:11,170 --> 00:32:13,850
But look at the first actual search result.

481
00:32:14,050 --> 00:32:15,270
It's AOL.

482
00:32:15,670 --> 00:32:21,610
Why are you paying to get the top spot and being charged for a click through when you're already number one on the list?

483
00:32:21,810 --> 00:32:23,490
Where's the logic in that?

484
00:32:23,630 --> 00:32:25,910
So make sure you always click on the one that charges them.

485
00:32:26,710 --> 00:32:28,930
I'm sorry, I didn't say that.

486
00:32:29,690 --> 00:32:31,150
I did not say that.

487
00:32:31,370 --> 00:32:32,490
Make sure you don't.

488
00:32:32,490 --> 00:32:34,110
I misspoke, I'm sorry.

489
00:32:37,450 --> 00:32:38,610
What else?

490
00:32:40,990 --> 00:32:52,370
For example, I used the name of another hacking magazine to trigger ads for our hacking magazine, which I have a couple I'll give away at the end of the talk as well, and some stickers to give away if you want to come up afterwards.

491
00:32:54,090 --> 00:32:56,130
And again, AOL, so I mentioned that.

492
00:32:56,130 --> 00:32:57,750
So some other tricks.

493
00:32:57,870 --> 00:32:59,470
Use Google hacking techniques.

494
00:32:59,510 --> 00:33:00,610
Now this is kind of funny.

495
00:33:00,610 --> 00:33:06,350
Somebody might want to go over to Johnny Long 7 o'clock tomorrow and let him know that this can happen.

496
00:33:06,690 --> 00:33:10,630
But basically you can use Google hacking techniques to catch people that are Google hacking.

497
00:33:11,030 --> 00:33:12,810
Google AdWords techniques, excuse me.

498
00:33:12,810 --> 00:33:15,650
All it's really doing is searching for a literal string.

499
00:33:15,650 --> 00:33:20,550
And I just picked one example a very common one, finding index of password to find password files.

500
00:33:20,550 --> 00:33:23,090
And notice that it triggered my ad over there.

501
00:33:23,250 --> 00:33:25,770
You can actually trigger people and find people that are Google hacking.

502
00:33:25,770 --> 00:33:28,510
If they put that in and try to find it, I just triggered an ad for them.

503
00:33:28,510 --> 00:33:41,110
So you can actually catch people, especially, and again the new site targeted thing is very new, but if you start site targeting it, you can see who's attacking what site with what Google hacking techniques, which is kind of an interesting combination.

504
00:33:41,110 --> 00:33:45,270
So it'll be interesting to see how they, if they do anything about that.

505
00:33:47,770 --> 00:33:49,110
Also, let's see...

506
00:33:50,130 --> 00:34:08,110
Oh, it's actually, if you go back, if you think about this is just, again, a made up example, but I came up with the idea of, you know, wouldn't it be funny if you put an ad over there to like a coupon code or something on your site or a secret URL that you don't publish anywhere else that you know and basically set up a honeypot using Google.

507
00:34:08,510 --> 00:34:13,370
Anybody that's hacking Google, anybody that comes to that site, you know they got there because they were trying to hack your site.

508
00:34:13,390 --> 00:34:17,170
You know they got this coupon code because they were out trying to get into your site and you gave them this coupon.

509
00:34:17,170 --> 00:34:19,670
So you really set people up and really draw them in.

510
00:34:19,950 --> 00:34:21,270
Entrapment, I guess is the word.

511
00:34:22,110 --> 00:34:24,350
It's honeypot, honeypot is different.

512
00:34:25,210 --> 00:34:36,310
So, yeah, and yeah, so and another the next thing is data hiding, which is could be a whole presentation in and of itself.

513
00:34:36,310 --> 00:34:37,450
I'm just gonna skim over it.

514
00:34:37,450 --> 00:34:42,990
It could be a very in-depth topic, but it can be as simple as passing a hidden message to somebody.

515
00:34:42,990 --> 00:34:50,230
Giving them the keyword to search for on Google and I mean if you see that's a big 80 I don't know how many characters.

516
00:34:50,530 --> 00:34:53,450
This is a message for DEF CON attendees only approved.

517
00:34:53,590 --> 00:34:58,890
I didn't get any hits because, you know, that's not a keyword that's not out there somewhere but it did trigger your ad.

518
00:34:58,950 --> 00:35:03,730
You can use any gibberish, any kind of string, any characters that you want up there and deliver a hidden message.

519
00:35:03,730 --> 00:35:10,410
The only person that's gonna know it's, I mean who's gonna accidentally type in this message is for DEF CON attendees only as proof of concept of whatever I wrote there.

520
00:35:10,410 --> 00:35:11,430
Not many people.

521
00:35:11,430 --> 00:35:15,210
So you can pass just plain text hidden messages that way, which is kind of an interesting thing.

522
00:35:15,210 --> 00:35:17,790
Who knows if people are already doing that?

523
00:35:17,830 --> 00:35:24,210
You know, I'm not gonna, I don't want to use the T word at a hacking convention but anyway, terrorist.

524
00:35:24,390 --> 00:35:25,710
Who knows what they could be doing?

525
00:35:27,150 --> 00:35:29,950
Anyway, come on, some of you didn't know what I meant by T word.

526
00:35:29,950 --> 00:35:34,810
I had to, um, so yeah, passing messages right under the public's nose.

527
00:35:35,130 --> 00:35:38,050
Again, unless they know what they're looking for, they're not gonna accidentally stumble.

528
00:35:38,050 --> 00:35:39,490
So it's fairly safe.

529
00:35:39,530 --> 00:35:43,450
Again, you probably don't want to put passwords or anything credit card numbers or anything stupid like that on it.

530
00:35:43,450 --> 00:35:55,850
But if you wanted to pass secret messages to people keep in mind it's an 80 character limit to the keywords so you might be able to put maybe a public key or something like that in there or it could be a password with no URL.

531
00:35:55,850 --> 00:36:01,750
The person has to know the URL ahead of time and if you change the password they just always know to go look here, for example, things like that.

532
00:36:03,150 --> 00:36:05,270
Or just any kind of secret key.

533
00:36:05,690 --> 00:36:07,710
I'll leave the application to you.

534
00:36:07,710 --> 00:36:19,650
But there's a lot of stuff, I mean I'm sure some of you can already kind of think about it, but not that I condone this word or zero day announcements what's that?

535
00:36:19,710 --> 00:36:20,550
Juarez?

536
00:36:23,970 --> 00:36:25,330
I'm just saying it could be done.

537
00:36:25,330 --> 00:36:27,350
Once again don't do that.

538
00:36:27,590 --> 00:36:29,010
Just saying it's possible.

539
00:36:29,510 --> 00:36:37,210
And yes, if anybody wants to memorize that real quick before we go on to the next slide, there is a hidden message on that URL.

540
00:36:37,590 --> 00:36:38,510
Just for you.

541
00:36:40,630 --> 00:36:41,650
Again, data hiding.

542
00:36:41,650 --> 00:36:43,990
You can't talk about data hiding really without steganography.

543
00:36:44,650 --> 00:36:47,970
Again, like I said earlier, whole presentations could be done on that.

544
00:36:49,050 --> 00:37:05,070
Basically, I'll just read the Wikipedia definition and I think a lot of you already know it and I don't want to talk down to people, but it basically according to Wikipedia, steganography is the art and science of writing hidden messages in such a way that no one apart from the intended recipient knows of the existence of the message.

545
00:37:05,370 --> 00:37:09,690
Generally, when people think steganography, they think hiding stuff in an image or a graphic.

546
00:37:09,690 --> 00:37:11,350
That's not necessarily the case.

547
00:37:11,350 --> 00:37:12,430
I just want to throw that out there.

548
00:37:12,430 --> 00:37:18,430
It can be hidden in text, hidden in images, hidden in music files, deals with least significant bits and how you can take advantage.

549
00:37:18,590 --> 00:37:20,230
But again, that's a whole other topic.

550
00:37:20,230 --> 00:37:24,410
So just the simple fact that these, you know, as far as you know, those are images.

551
00:37:24,410 --> 00:37:28,930
As far as Google knows, those are images, but they're not just images.

552
00:37:28,930 --> 00:37:30,790
I actually did hide them in there.

553
00:37:30,810 --> 00:37:31,950
Yes, they're on Google.

554
00:37:31,950 --> 00:37:33,030
Yes, Google accepted them.

555
00:37:33,030 --> 00:37:35,770
They do not know that there's hidden messages that I've used steganography.

556
00:37:35,770 --> 00:37:36,350
How could they?

557
00:37:36,350 --> 00:37:40,730
Because I actually can password protect the information inside of it as well.

558
00:37:40,730 --> 00:37:44,390
And this is a tool called Puff 1.01.

559
00:37:44,790 --> 00:37:46,890
There's tons of steganography tools out there you can try.

560
00:37:46,890 --> 00:37:47,850
This one was quick and easy.

561
00:37:47,850 --> 00:37:50,570
I grabbed it and allowed me to password protect it.

562
00:37:50,630 --> 00:37:55,850
And you can see that that is pulling stego.txt, a file that I created and inserted.

563
00:37:55,850 --> 00:38:03,130
And if you press the key, you'll see that basically it's just a little text file that I put inside of the image that says DDP owns Google AdWords.

564
00:38:03,230 --> 00:38:05,250
So once again, it works.

565
00:38:06,050 --> 00:38:14,070
Also, just, I don't know if anybody else is the level of geek that I am, but yes, if you count, you see it says 24 bytes.

566
00:38:14,430 --> 00:38:19,030
If you count the letters, and a blank space is a byte, for those of you, there are 24 there.

567
00:38:19,030 --> 00:38:23,470
So that is, I didn't fake the picture in there , but anyway, there's your proof that kind of a check's on there, if you will.

568
00:38:24,810 --> 00:38:29,350
So, oh, the only other thing is there is a limit to 50k for the image size.

569
00:38:29,350 --> 00:38:30,270
So keep that in mind.

570
00:38:30,270 --> 00:38:36,950
You can't, you know, upload an ISO or anything like that hidden inside of a graphic or anything if you're thinking all crazy like...

571
00:38:36,950 --> 00:38:38,610
Well, a small ISO maybe.

572
00:38:41,250 --> 00:38:42,330
Let's see.

573
00:38:43,210 --> 00:38:46,010
Yeah, and again, I just put in text.

574
00:38:46,010 --> 00:38:47,610
You can actually put another image in.

575
00:38:47,610 --> 00:38:49,170
You can put in any binary file.

576
00:38:49,170 --> 00:38:51,870
You can put in a URL to a hidden site once again.

577
00:38:51,870 --> 00:38:58,730
Maybe put the URL to your hidden site using steganography into an image and then the password using that other hidden keyword.

578
00:38:58,910 --> 00:39:01,130
And all you got to do is email the person with those two things.

579
00:39:01,130 --> 00:39:02,290
They know to Google for the two of them.

580
00:39:02,290 --> 00:39:03,530
They know how to pull them out.

581
00:39:03,650 --> 00:39:13,630
You can absolutely, without a doubt, pass all kinds of hidden information through Google, the biggest site, again, on the entire global interweb.

582
00:39:13,630 --> 00:39:16,490
You can pass stuff under the entire public's nose.

583
00:39:16,490 --> 00:39:18,950
Millions and billions of people and they'll never see it.

584
00:39:19,150 --> 00:39:21,110
It's really, really kind of scary.

585
00:39:21,110 --> 00:39:25,730
It's really, again, application of that I'll leave to your imagination.

586
00:39:27,290 --> 00:39:30,390
This is probably my favorite slide.

587
00:39:30,390 --> 00:39:32,070
This one made me laugh once again.

588
00:39:32,790 --> 00:39:34,050
Misleading people.

589
00:39:34,170 --> 00:39:35,310
Misleading people.

590
00:39:35,990 --> 00:39:36,970
DEFCON official site.

591
00:39:36,970 --> 00:39:38,310
You see the ad that I put there?

592
00:39:38,610 --> 00:39:40,050
Don't tackle me or anything.

593
00:39:40,050 --> 00:39:40,830
It's just a joke .

594
00:39:40,830 --> 00:39:43,110
Don't send security up here after me or anything.

595
00:39:43,110 --> 00:39:44,090
DEFCON official site.

596
00:39:44,090 --> 00:39:46,510
I swear, on the DEFCON official site.

597
00:39:46,510 --> 00:39:49,290
It even says DEFCON.com on the ad.

598
00:39:49,290 --> 00:39:50,090
You see there on the right.

599
00:39:50,090 --> 00:39:53,770
On the left hand side, you see and this is just built in.

600
00:39:53,770 --> 00:39:54,590
They just give you this.

601
00:39:54,590 --> 00:39:55,510
This is not like a big hack.

602
00:39:55,510 --> 00:39:56,230
They give you this.

603
00:39:56,230 --> 00:39:58,730
The display URL and the destination URL.

604
00:39:58,730 --> 00:40:01,450
And you see the one string I have DEFCON official site.

605
00:40:01,450 --> 00:40:05,830
And when you click on it, it doesn't take you to DEFCON it takes you to StangDog.com.

606
00:40:06,490 --> 00:40:08,670
So, this example is funny.

607
00:40:09,210 --> 00:40:12,270
I think everybody in here also knows what the word phishing is.

608
00:40:13,030 --> 00:40:18,010
How dangerous would this be to somebody who wants to go phishing on Google?

609
00:40:18,470 --> 00:40:22,450
I could have easily made and again, this proves that it's a joke.

610
00:40:22,450 --> 00:40:23,690
Keep security back.

611
00:40:23,750 --> 00:40:29,730
This proves that it's a joke, but it could have very easily, I could very easily have ripped DEFCON's page put it up here.

612
00:40:29,730 --> 00:40:36,130
People wouldn't notice the URL actually says StangDog.com or DEFCON with two N's dot org if I registered something close to it or something like that.

613
00:40:36,130 --> 00:40:51,450
Made it look exactly the same, but when you submit to buy DEFCON doesn't sell anything, this is a bad example, but I could put, I don't know Citibank, yes, and prompt them for their credit card number, password just any site that sells anything, you know,

614
00:40:51,450 --> 00:40:54,210
have them click through buy something, I get all that information.

615
00:40:54,210 --> 00:40:57,150
It really is incredibly dangerous.

616
00:40:57,270 --> 00:41:03,430
The potential for fraud for this is horrible and this is something that I hope Google, I don't know what the, yeah, there's something they can do about it.

617
00:41:03,430 --> 00:41:04,950
They can not give that option.

618
00:41:04,950 --> 00:41:18,370
This is something that Google really absolutely needs to address because this could be devastating to a lot of people because everybody in this room, yeah, okay, everybody in this room wouldn't fall for phishing emails.

619
00:41:18,370 --> 00:41:20,470
I'm sure nobody's ever fallen for one of those.

620
00:41:20,550 --> 00:41:21,830
But a lot of people do.

621
00:41:21,830 --> 00:41:27,710
And if they fall for the emails with the misspellings and the all caps letters and they're sending money, they're going to fall for this.

622
00:41:27,770 --> 00:41:30,850
I mean, come on this is even more effective because they trust Google.

623
00:41:30,910 --> 00:41:33,090
So actually that trust is working against them.

624
00:41:33,910 --> 00:41:40,330
So, yeah, so credit cards stolen, our email is, our email system is undergoing maintenance.

625
00:41:40,330 --> 00:41:41,590
Please enter your password.

626
00:41:41,770 --> 00:41:43,830
Again, possibilities of that are endless.

627
00:41:44,290 --> 00:41:47,510
And again, you're phishing in the largest pond on the global interweb.

628
00:41:47,670 --> 00:41:50,450
So, that's really about it.

629
00:41:50,450 --> 00:41:55,130
You know, my final parting shot at Google because of this was, you know, never piss off a hacker.

630
00:41:55,170 --> 00:41:55,610
Really.

631
00:41:55,610 --> 00:41:56,490
And that's what they did.

632
00:41:56,490 --> 00:41:57,430
I felt kind of offended.

633
00:41:57,430 --> 00:41:59,190
I tried to talk to them like adults.

634
00:41:59,190 --> 00:42:01,430
They kept I, this is my pet peeve.

635
00:42:01,430 --> 00:42:05,230
Don't keep cutting, pasting the same terms of service back to me every time.

636
00:42:05,590 --> 00:42:06,970
I got it the first time.

637
00:42:06,970 --> 00:42:10,550
I'm trying to explain to you that I don't exactly fall into hacking and cracking.

638
00:42:10,970 --> 00:42:12,430
You need to check this out Mr.

639
00:42:12,430 --> 00:42:13,830
Dog because this is our terms of service.

640
00:42:13,830 --> 00:42:15,430
I got it the first time.

641
00:42:15,550 --> 00:42:16,750
Don't send it to me again.

642
00:42:16,750 --> 00:42:19,150
Will you please, do you realize that you do this, this, and this?

643
00:42:19,150 --> 00:42:20,610
And eBay is allowed to use it.

644
00:42:20,790 --> 00:42:22,630
Please note, our terms of service, section three.

645
00:42:22,710 --> 00:42:24,790
I saw it the first three times.

646
00:42:24,790 --> 00:42:25,490
Stop sending it.

647
00:42:25,490 --> 00:42:26,650
So, made me mad.

648
00:42:26,650 --> 00:42:27,770
Never piss off a hacker.

649
00:42:27,770 --> 00:42:31,530
You can see you know, and I've already basically talked about this, but this is a step through.

650
00:42:31,650 --> 00:42:33,030
There's the ad that you create.

651
00:42:33,190 --> 00:42:34,250
There's the actual keywords.

652
00:42:34,250 --> 00:42:35,110
You put it in quotes.

653
00:42:35,110 --> 00:42:36,870
You can use Google hacking techniques, by the way.

654
00:42:36,870 --> 00:42:38,090
I don't know if I mentioned that earlier.

655
00:42:38,130 --> 00:42:39,450
Putting things in quotes.

656
00:42:39,790 --> 00:42:41,590
Using plus, minus signs.

657
00:42:41,590 --> 00:42:44,970
If you don't want, like for example, 2600 magazine.

658
00:42:45,130 --> 00:42:50,870
I don't want 2600, Atari 2600 hits, people getting my hits because then that lowers my click-through ratio.

659
00:42:50,870 --> 00:42:56,130
You put a minus in front of the 2600 or put a minus in front of games or minus in front of Atari to eliminate those.

660
00:42:56,130 --> 00:42:58,410
You can use Google hacking techniques in this.

661
00:42:58,410 --> 00:42:58,990
So, keep that in mind.

662
00:42:58,990 --> 00:42:59,870
That's very handy.

663
00:42:59,870 --> 00:43:09,590
And that's how you, for those of you who are thinking about this from a business standpoint, use negative keywords and you can isolate and start targeting your hits and increase your click-through ratio.

664
00:43:09,590 --> 00:43:11,190
So, that's a good thing to keep in mind.

665
00:43:11,190 --> 00:43:11,670
So, yeah.

666
00:43:11,670 --> 00:43:12,850
That's the ad itself.

667
00:43:12,850 --> 00:43:15,670
And these next couple slides go pretty self-explanatory.

668
00:43:15,670 --> 00:43:17,650
When I search for Google really sucks.

669
00:43:17,650 --> 00:43:19,290
If you see the logo there, you know what day.

670
00:43:19,290 --> 00:43:21,790
Somebody wants to do some research that I took the screenshot to.

671
00:43:22,910 --> 00:43:25,430
And basically up comes the ad.

672
00:43:25,470 --> 00:43:28,670
So, you know, this is, again, this is me being silly.

673
00:43:28,670 --> 00:43:30,090
It's kind of a fun presentation.

674
00:43:30,090 --> 00:43:33,290
It just says Google owns, you know, DDP owns AdWords or whatever I put.

675
00:43:33,290 --> 00:43:34,150
I don't even remember.

676
00:43:34,410 --> 00:43:40,630
But not only is this instantly embarrassing for Google, but it could be for anybody.

677
00:43:40,810 --> 00:43:48,010
And I'll refer back to, like, I'm sure a lot of people here remember maybe a lot of people here remember the FordSucks.com controversy and stuff like that.

678
00:43:48,010 --> 00:43:49,910
This is the new way to protest.

679
00:43:50,310 --> 00:43:53,930
This is how you're going to be able to go out there and put, fill in the blank sucks.

680
00:43:53,970 --> 00:43:56,710
And put an ad that you're going to see to millions and millions of people.

681
00:43:56,750 --> 00:44:03,490
Put a minimum daily limit on it of a nickel so that nobody will click through it or whatever, you know, so you don't get charged for it.

682
00:44:03,490 --> 00:44:09,950
But you can put that protest up and get a lot more people seeing your site than you would if you just registered the site, you know, and put it out there.

683
00:44:09,950 --> 00:44:12,330
So this is really the new way to protest.

684
00:44:13,510 --> 00:44:21,310
I was thinking, I don't know how much you could get in that little space, but remember the DECSS, where they wouldn't allow you to share that code, that information.

685
00:44:21,350 --> 00:44:22,690
Go out there and put it on Google.

686
00:44:22,790 --> 00:44:25,090
I mean, you can't stop.

687
00:44:25,290 --> 00:44:31,610
I have a phrase I use on the show a lot that I'm not going to do up here, but you can't put stuff back in the horse, is my saying I say on the show a lot.

688
00:44:31,830 --> 00:44:35,250
Once it's out there, you know, and you can use Google to get it everywhere.

689
00:44:35,250 --> 00:44:38,390
I mean, this huge search engine, take advantage of stuff like that.

690
00:44:38,390 --> 00:44:40,630
I mean, I can say that.

691
00:44:40,630 --> 00:44:41,110
That's safe, right?

692
00:44:41,110 --> 00:44:42,810
Take advantage of Google for what they give you.

693
00:44:42,810 --> 00:44:43,670
There's nothing wrong with saying that.

694
00:44:43,670 --> 00:44:45,530
Just not in a negative way.

695
00:44:45,550 --> 00:44:53,090
Oh yeah, and this is actually, I added this kind of at the last minute.

696
00:44:53,090 --> 00:44:54,350
I was thinking about this too.

697
00:44:54,450 --> 00:45:02,250
Earlier I mentioned you could use keywords from your competitor to put ads, you know, to draw people away from that topic.

698
00:45:03,390 --> 00:45:05,410
You can draw them away from that topic.

699
00:45:05,410 --> 00:45:14,610
Well, now with this new site targeted, and because I haven't had time to play with this yet, unfortunately, with this new site targeted stuff, you can actually target that site with that ad.

700
00:45:14,610 --> 00:45:20,090
So, if cope.com uses ads provided by Google, which they probably don't, well, I don't know, they might.

701
00:45:20,090 --> 00:45:32,650
If they did, I can start giving them ads as from the company Pepsi or any other, again, made up example, but pick whatever your competitor is of your company wherever you work, and you want to, advertising company, and you want to get ads from the other person,

702
00:45:32,650 --> 00:45:36,910
and they use AdWords, site target your ads over to their site, try to pull people away.

703
00:45:36,910 --> 00:45:38,150
We are cheaper than these guys.

704
00:45:38,150 --> 00:45:40,890
Come to us, you know, and give them the URL.

705
00:45:40,890 --> 00:45:43,730
So, that's kind of a dangerous thing as well.

706
00:45:44,010 --> 00:45:47,290
Or this site is fake, don't give them your information.

707
00:45:47,290 --> 00:45:49,170
You could be real mean about the whole thing.

708
00:45:49,170 --> 00:45:51,490
Give them a link to the GoatSea guy, somebody mentioned him.

709
00:45:52,210 --> 00:45:59,070
Which, so, and I'm hoping to make it through the weekend without seeing that, please, somebody help me, please, or the weight lifter.

710
00:46:00,910 --> 00:46:01,790
Yeah!

711
00:46:02,570 --> 00:46:03,450
Score!

712
00:46:05,050 --> 00:46:17,690
So, anyway, yeah, that's pretty much it, just some parting ideas, again, that the ad can actually carry more information, whether it's URL, whether it's steganography I talked about earlier.

713
00:46:17,970 --> 00:46:21,430
This is something interesting I just found on July 4th, makes sense.

714
00:46:21,510 --> 00:46:32,570
At the top, on special holidays, you can click on that link, and like for July 4th, I think it was, I have it written down, it is Independence Day 2005.

715
00:46:32,610 --> 00:46:35,710
When you click on the image, a lot of people click on that.

716
00:46:36,190 --> 00:46:43,730
If you own a fireworks company, put that as your keyword, on that one day, everybody that clicks on that is going to get your ad on there.

717
00:46:43,730 --> 00:46:48,550
You sell American flags or something like that on a patriotic day.

718
00:46:48,550 --> 00:46:51,090
You're having a big Easter sale or something like that.

719
00:46:51,090 --> 00:46:56,210
Whatever the keyword that Google uses for that day, you're going to have a 24-hour huge traffic that you're going to drive people in .

720
00:46:56,210 --> 00:47:03,710
That's probably something that larger businesses would take advantage of because they want to get as much publicity as they can for it, but that's another kind of interesting technique.

721
00:47:03,710 --> 00:47:08,570
It wouldn't make sense for me to do that again for my magazine on that, I'm going to get a bunch of hits of people who aren't interested in it.

722
00:47:08,570 --> 00:47:16,270
But if you own a big store like Amazon and they wanted to draw people in, that would be a good technique for them to use, so make some mad money that way.

723
00:47:16,830 --> 00:47:23,990
And yeah, Google offers ads and text or images, like I said earlier for the steganography.

724
00:47:23,990 --> 00:47:40,650
And also one last little thing, and this is kind of going into AdSense, which is not what this is about, but because they're related, I just want to mention that you can, your ads are targeted to whatever the topic of your site is, whatever keywords are used for it,

725
00:47:40,650 --> 00:47:49,170
so if you wanted to make, you can, theoretically you can make a page on mesothelioma, write an article about it, keywords with it, and then put Google AdSense on it.

726
00:47:49,170 --> 00:47:53,430
And it's going to get hit by Google, and if somebody clicks through it, you're going to get a percentage of that 40 bucks when they click through.

727
00:47:53,430 --> 00:47:55,610
You can get as high as 50 or even higher percentage.

728
00:47:55,850 --> 00:47:56,970
You can make 20 bucks.

729
00:47:56,970 --> 00:48:01,690
And it's very, very sleazy, right there, don't I definitely don't want to do that.

730
00:48:01,730 --> 00:48:05,010
I really don't want you guys to do that, but I thought that was interesting enough to mention.

731
00:48:05,190 --> 00:48:11,830
You can make, at least not for mesothelioma, you know, that's something serious that people really might be looking for help, so I'd hate to see somebody take advantage of that.

732
00:48:11,830 --> 00:48:23,790
But if you wanted to make it for some site you wanted to protest or some site you really had issues with or something like that wasn't, I guess it's all going to be hurting somebody somehow, but I'll just back away from that topic, but you can see what I'm talking about.

733
00:48:23,810 --> 00:48:29,030
You can make them click through your site, make it whatever topic, and you can get the money back from that.

734
00:48:29,270 --> 00:48:45,930
And I'll just leave this as an open-ended, what if you put your own ads on a friend's site and they click through it or wrote that script we talked about that automatically clicks through and pays you every time they click through, the potential is there for abuse of that as well.

735
00:48:46,510 --> 00:48:47,170
So that's it.

736
00:48:47,170 --> 00:48:51,970
You can game AdSense by using AdWords, as I just described, and that's it for me.

737
00:48:51,970 --> 00:48:56,350
I don't know if we have enough time for questions or five minutes.

738
00:48:56,350 --> 00:48:58,470
If anybody does, a couple of people have questions.

739
00:48:58,670 --> 00:49:00,190
Before I go, if I may...

740
00:49:02,030 --> 00:49:03,070
Thank you.

741
00:49:04,070 --> 00:49:06,530
Before you all take out, I do want to send some thanks.

742
00:49:06,530 --> 00:49:10,430
Of course, thanks to the DDP, all these guys have helped me do a lot of this research.

743
00:49:10,470 --> 00:49:19,070
To Decoder, if anybody knows Decoder, I'm still thinking about you, Decoder, and I know you might not see this for a long time, but I'm still looking out for you.

744
00:49:19,210 --> 00:49:24,350
Everybody at binrev.com, there's the pimp for the site I was looking for earlier, binrev.com is the main site.

745
00:49:24,730 --> 00:49:27,250
Stankdog.com, my personal, if you want to go check any of those out.

746
00:49:27,250 --> 00:49:33,910
To DC305, my local DEF CON meeting, FL2600, my binrev561 meeting, some of which are here today.

747
00:49:34,290 --> 00:49:38,110
And again, required by Google, I am not associated.

748
00:49:38,110 --> 00:49:40,530
Google AdWords is a trademark of Google Incorporated.

749
00:49:40,530 --> 00:49:41,650
I am not affiliated with them.

750
00:49:41,650 --> 00:49:42,830
Please don't sue me.

751
00:49:42,830 --> 00:49:44,050
Does anybody here work for Google?

752
00:49:44,270 --> 00:49:45,550
Like you'd admit it anyway.

753
00:49:45,650 --> 00:49:46,710
So, that's it.

754
00:49:46,710 --> 00:49:47,370
Don't be evil.

755
00:49:47,370 --> 00:49:48,290
Thank you very much.