start	end	text
8410	10510	All right. Can everybody hear me okay?
12870	17130	Louder? Should I scream? Should I sing?
19450	20890	Somebody's listening to the show.
22630	24590	All right. I will try to
24590	28490	speak up, so I'll watch the back if anybody wants me to get louder.
29670	32530	Okay. And there's one announcement. They say the
32530	37090	tent is running about a half an hour behind schedule, so just to let everybody know that.
38210	40790	And I guess I'll get started, and
40790	43830	I am Sank Dog, as you can see on the board there.
48640	50340	Great. Now I've got to live up to that.
51380	54880	And this presentation is on hacking Google AdWords.
54880	58700	And let me clarify right up front, this is not Google hacking.
58780	62980	I think Google hacking has kind of been done to death, and I think everybody in here knows what
62980	67080	Google hacking is, and we can make databases and lists of stuff all day long. That's not what this
67080	69520	is about. So just to say that up front.
72000	74760	I got interested in this and started doing research on
75260	79520	AdWords in general just because I was curious as to how it worked.
79540	83120	I wanted to see if we could get publicity for the magazine and for the
83120	87160	website. Not really an advertising thing exactly, I just kind of
87160	91600	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.
92120	95120	And I kind of, A, I didn't like the way some of the things
95120	98720	that it did, and B, they made me mad.
98720	102620	So I decided to do a little research, and that's why I'm doing this presentation.
103320	106800	So, again, it's not Google hacking.
106900	111060	And actually, disclaimer, I just put this in because
111880	114440	of some recent activities by Google.
114780	119060	First of all, I'm going to read these out loud, but you can see them on the screen. I'm not
119060	123260	representing Google or Google AdWords in any way, shape, or form. I'm not affiliated with them.
123260	127280	I have no association with them whatsoever. This is not condoned or anything by them.
127500	131180	I do not have their authorization. The terms Google and Google
131180	134340	AdWords are both trademarked of Google Incorporated.
136880	139400	No, I do not. I couldn't
139400	143200	afford it, are you kidding? And yeah, this presentation is just
143200	147240	research I did as a user, creating an account, trying some different
147240	151680	things, trial and error as they kept canceling my accounts and I kept recreating new accounts.
151680	155520	And we went this whole back and forth game. So that's how most of this stuff came about.
155520	159520	I wanted to put that up because, as you can see on the next slide,
159520	163680	very recently I've had some activity with this. On the 10th
163680	167420	of June, this presentation was listed on the DEF CON website
167420	171960	and on my websites and things like that. And shortly thereafter,
171960	175740	the end of June 31st, Google AdWords changed their terms of service.
176000	180020	And they make it very clear that if I want to use the terms, I have to say trademark.
180020	183360	So that's why I put that in there to make sure I'm covered from a legal standpoint.
183940	187700	And then again on the 15th, which was a couple weeks ago,
187700	191880	they sent out an email saying that they're actually changing some of the characteristics
191880	196240	of the AdWords program. So I have made some updates, there's some extra comments
196240	200220	in these slides from when I created them, some things that have changed, and I will refer to those
200220	204160	when the time comes. For the most part, everything's still fairly accurate, but they are in the
204160	208080	process of changing it, which is actually going to be, it's a good thing. So that's really what we
208080	211720	want them to do. So, to start off with,
211720	216120	I'll try to go through this quickly because I know everybody in here kind of doesn't want to hear what is Google
216120	220140	AdWords stuff. So I'll just go quickly through this. First of all, it's just an advertising program.
220720	224080	It's biggest competitor is Overture, which is the one that's used by Yahoo and
224080	227960	MSN. There's a lot of other ones out there. They all act pretty much the same.
227960	232100	It's a pay-per-click system. And pay-per-click, if anybody doesn't
232100	236160	know, you might want to hit the exits because it's pretty self-explanatory. You pay
236160	238200	every time somebody clicks on one of the ads.
240140	243760	There are a couple other terms that I want to define in here.
244480	248120	Impressions. Impression is any time an ad gets shown on a page.
248160	252180	Again, kind of self-explanatory, but we're going to refer to these later on in the presentation,
252180	256100	so keep them in mind. An impression is any time the ad actually shows on the side
256100	260240	of the screen. And we've got some screenshots coming up to show some of these. And again, a click-through
260240	264120	is self-explanatory is when they actually click through it. And there's one
264120	268040	other term that they use, it's called a click-through ratio, which once again
268040	272020	common sense tells you that's out of how many ads get shown, how many do you actually
272020	276460	click through. So, yeah, we'll zip through that real quick. It's a
276460	280500	customizable system, of course, and it's used by Google
280500	284440	obviously, but also by Gmail. You see the ads in Gmail, that's also
284440	288240	pulling from this from Google Groups. Google AdSense also will pull
288240	292120	from these now. And a lot of outside sites, and this is an important fact to
292120	295920	keep in mind also because, and I'll refer back to this when it becomes appropriate, but
297060	299920	it's Google AdWords program, but it's not only on Google
299920	304100	or Google-owned or affiliated sites. They, of course, sell this out to other
304100	307680	companies like Ask Jeeves, for example, is one that I've noticed them on.
308200	311960	I think maybe CNET, although they change contracts sometimes here to there, so
311960	316000	you open up an AdWords account, you can get those ads on a lot. Anybody who uses
316000	319800	the AdWords or AdSense, so your ads will get a lot. It's a pretty big program.
319800	323600	I mean, it's the biggest. Overture is second and by a long shot.
324320	327820	How does it work? 20 bucks up front.
327920	331820	I figured, you know, 20 bucks, that's not a big commitment. I'll drop 20 bones on that.
332120	335620	And it's kind of, it's basically prepaying to enter the program.
335620	339520	You put 20 bucks up front, they're going to take 5 bucks right off the top for an activation fee
339520	343540	just to create the account. Why do you charge an application fee to create an electronic
343540	347600	account with nobody's hands involved? I don't know. I've been trying to figure that out from banks
347600	351720	for years, why they want to charge me transaction fees for every little thing, but
351720	353400	that's a whole other topic.
355220	359700	And the other 15 bucks you get credited towards your account. And what that means
359700	363680	exactly is, you're going to have that 15 dollars and as you go
363680	367680	through it and your money runs out of it, then you can reload the account, prepay it again.
367880	372120	And what I mean by going through that money is this is a pay-per-click system, as I mentioned earlier.
372120	375640	And it's based on a bidding system. The minimum bid you can put
375640	379580	on there is 5 cents at this time. Again, that's one of the things they might be changing
379580	383540	soon. But the minimum bid is 5 cents. And for stuff like I'm
383540	387640	advertising a hacking site, they don't really...
394150	395710	Overture is 10 cents. Google
395710	399830	AdWords is 5 cents. I created my account 6 months ago or so, so
399830	403610	if they've changed since then, yeah, I wouldn't... I don't know.
403610	406450	I don't know if that's the case or not, but...
406450	409650	Okay. Let's see.
410990	414190	Pay-per-click system, yeah, minimum of 5 cents. And for people like me and
414190	418310	my small sites, I'm getting keywords like hacking magazine,
418310	422470	freaking magazine, radio show, things like that. I'm getting them for the lowest bid. There's no
422470	426250	competition for those. Alright,
426250	430530	binrev.com, B-I-N-R-E-V.com, thank you. I'm sure that... I'll put that at the
430530	433670	very end. I'll keep the flow going for this pretty well.
434130	437650	But, yeah, for most obscure keywords, it costs you about a nickel or
437650	441590	possibly a dime, whatever the case is now, to get your ad
441590	446110	out there. That's what you bid, and if somebody clicks through that ad, basically that's what you'll pay in this scenario.
447050	449950	Now, other keywords,
449950	453610	obviously it's a different story. It's kind of an auction where the highest bidder gets the
453610	457650	highest placement on the website. So when you see, and I'm sure... Has anybody here hasn't
457650	460630	used Google? No one? Okay.
462610	464270	On the right-hand side, of course...
464270	468510	And the other thing that's funny about this is you get so you don't even notice the ads anyway. You just block them out
468510	472630	anyway. So that's a whole other topic. But on the right-hand side, you'll
472630	476590	get those ads, or even at the top, the sponsored links. And again,
476590	480570	on other sites, they could be placed anywhere on the page. You've seen ads by
480570	484550	Google, sponsored by Google, stuff like that. So they can be in any form,
484550	488270	but for the most part, it's the same bidding system no matter what.
488730	492350	Now again, for my words, it's like a nickel, or less. And I'm like the
492350	496290	only ad, usually, for the most part. Maybe two or three others. And actually, you'll
496290	500210	see some pretty funny... This is going to be a pretty light-hearted presentation, by the way. There's going to be some funny stuff coming up.
500210	503150	So I hope everybody's not in too much of a serious mood.
504910	508390	Oh, I found this interesting. Maybe this is just a trivia, kind of
508490	512270	a side note. But you know what some of the most... the keywords that get the highest
512270	514050	bid are all relating to?
517370	517770	Well...
517770	522030	I would have thought porn, too. That's the first thing I thought, too. But
522030	525910	actually, it's not so much. It's anything legal.
526030	529950	Things like class action lawsuit, the phrase slip and fall,
529950	533930	things like that are always pretty consistently high. And the highest one, yes, is
533930	538110	mesothelioma right there. Mesothelioma, which I had to look up because I had
538110	542090	no clue what it was, is actually a form of cancer that comes from
542090	546050	asbestos. So it's still related to the lawyers. They're chasing the ambulance trying to get these
546050	550410	class action suits. And they're bidding upwards of $40, sometimes higher. It fluctuates
550870	553390	for every click through on one of these ads. $40
553950	557970	to click through on that. Because if they make a multi-million dollar lawsuit, obviously
557970	562090	it becomes worth their while. And a couple of
562090	565990	the other ones are, which also surprised me, is web hosting,
565990	570050	search engine, search engine optimization, things like that. They also get consistently
570050	574150	high bids as well. Considering there's a lot of markup there, I guess they have some freedom
574150	578090	with that. And what else? There's a minimum
578090	582150	or excuse me, a maximum daily spending value that you can set. You can tell
582150	585390	how much that, like say you put $40 on your ad and you only want
586030	590130	one a day, you can only afford one, you can put a limit of $40. Once that click
590130	594210	through is gone, it'll never show up for another 24 hours. So for
594210	598090	my nickel ones, you know, you click on those for a long time, it's not really going to cost me all that
598090	602150	much. But for the record, if anybody wants to be a smart ass, I do have a limit on there.
602910	605110	I know some of you.
606550	610210	And let's see, obviously higher bid, the more you bid on it
610210	614290	it's going to put you higher in the ranking, so that kind of makes common sense. And it also
614290	617890	calculates how much you bid with how successful your ad is or how many
617890	622250	click throughs. If you have a higher click through ratio, it paid a little less, it'll kind of play around
622250	626150	with that a little bit. And let's see, that's about
626150	630090	it. If you go on to the next one, I'll talk about a little bit
630090	632070	about how the campaign system works.
634450	638050	Basically, campaigns are just a logical breakdown. Just to kind of help you
638050	642330	if you have multiple different topics. You might want to create a
642330	646190	different campaign for each one of those topics. And again, I'm going to go
646190	650110	through this really quickly because this is all...unless you're actually going to make one of these
650670	654110	and this presentation is...I hope there's some people out there that actually maybe want to do
654110	658010	this and want to learn how to better use the Google AdWords system. There are
658010	662130	companies out there that charge hundreds and thousands of dollars to give you lessons on how
662130	665410	to optimize your ads and stuff like that. I'm going to give you some tips on here
665930	670090	free, and this will be downloadable in everywhere you can get your hands on this, that
670090	674090	they're charging hundreds and hundreds of dollars for. And I've got some that they've...I've never seen addressed by
674090	678150	some of them before. So if you're actually considering coming here for some useful information,
678150	682050	hopefully I'll have that some in here as well, as well as some fun stuff. And
682050	686310	some questionable stuff, but I'll leave that for later.
688190	690070	Let's see...so...and within the different
690070	693970	campaigns, you can create different ad groups. Like for a campaign, I think of it like
693970	698010	if you're a webmaster or a web hosting company and you're offering that service for
698010	701970	your clients, you'll create a campaign for client A, a campaign for client B and C.
701990	705750	Logical breakdown of your different clients. With the ad groups, you know,
705750	710050	the best example I can think of is you have a card company, you sell new and used
710050	714090	cards. Well, your ads for each one of those is going to be different keywords. You don't want
714090	718250	you know, if somebody types in used cars, you don't want to show them an ad for new cars.
718370	722270	It makes common sense. So that's where you break down and make a different ad group for each one.
722270	726170	And again, from my site, I have a different one for radio, a different one for magazine,
726270	730010	a different one for, you know, a few different keywords. And I show a different ad based on those
730010	733610	keywords. So that's basically how it works.
734370	738170	Oh, and I do have one update here. It's one of the things I mentioned they've changed since
738170	742450	the 15th. They actually have added something called site targeted ads
742450	746190	now. Early on when I was testing, you could do
746350	750310	a little bit of Google hacking. I said I wasn't going to refer to that, I lied. You do a little
750310	754010	bit of Google hacking to kind of limit it to a site, a particular site with a site colon
754590	757750	to kind of target your ads a little bit. Very
758170	762510	mixed success. Well, now they have something called site targeted ads
762510	766170	where you can go in there and they give you a list, which is actually kind of
766170	769870	interesting, they give you a list of everybody that participates in their advertising program
770470	774290	which you can't really find that information anywhere, but when you go in there you put in a few keywords
775090	778130	or an example site and you will get a list
778130	781950	of sites that they think are associated with that. So I put in
781950	785990	hacking magazine, it might come up with a bunch of different security sites, hacking sites, etc.
787070	790330	So it's kind of interesting to see. This gives you a list of people that are using
790710	794170	AdSense or that are paying for their program. So that's kind of interesting information. You can
794170	798110	know what your competition, are they using AdSense? And if so, what keywords
798110	802190	they have associated with them. You can kind of go work backwards and kind of
803090	806190	reverse engineer, for lack of a better word, kind of work backwards to the system to see what
806190	809370	your competitors are doing. So that's kind of interesting.
810710	813990	But, what's the problem with this? Okay, so now we get into
813990	818050	some of my... I'll try not to rant. Again, people who know me know I can
818050	822170	go off a little bit. I'm going to try to keep that down, but basically I have some problems with
822170	826230	the way they run the thing. And some of these, again, have changed for the
826230	829330	better. Basically it's
830230	833750	they killed me a couple times with something called reactivation fees.
834050	838290	So again, $20 up front, $5 to get it started. You only got $15 credit. It doesn't go
838290	841230	too awful far. It goes pretty far with a nickel a pop.
841870	846110	But what happens is that click-through ratio I mentioned earlier, which is the
846110	850050	percentage of people that see the ad that click through the ad, you have to maintain a click-through
850050	854070	ratio of .05. Basically you have to get two clicks for every
854430	858150	I'm sorry, one click for every 200, I think it is, .05%. And if you
858150	862130	don't, they will do something called slowing your ads. Well, the problem with this, what
862130	866070	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,
866070	869970	I'm setting up keywords. I come back the next day, I've got, you know, a couple hundred hits on the site
869970	874150	and it generates a lot of hits, no doubt about that. But the click-through
874150	878090	ratio wasn't high enough and they had slowed my ad. And slowing it means they're not going to show
878090	881930	it to as many people because you're not performing well. Even though there's no competition
881930	885910	and there's nobody I'm competing against, I'm not performing as well as
885910	889770	blank space apparently. Thanks a lot Google, I appreciate that.
890070	893630	So, let's see. I
894190	898250	went in, recreated the, there's a little thing in there that says
898250	902010	to reactivate the word. If it happens three times, they charge you a $5 fee.
902970	906190	So I got real mad because I was having to go in every day, sometimes
906190	910350	two or three times a day and reactivate my ads so that they don't
910350	913790	get me that $5 fee or take the ad out of my keyword list
913790	918030	because if it goes to slow then I keep getting these fees. So, that kind of made me mad
918030	922070	first of all. The second thing is, and then
922070	925430	this is an update they've made. They're kind of changing that system.
927570	929810	They announced that they're going to go away from the whole slowing
929810	933870	thing. And this just happened again. Email went out, I think on the 15th I got it
933870	939350	saying that they're going to get rid of these slowing accounts and they're going to something called a
939350	942070	quality score. What that is, we don't know yet.
942070	945950	They haven't really implemented it exactly. It's coming soon. Whatever that means. Probably
946630	950110	today at 4 o'clock after I'm done with this maybe. So, I don't
950110	954110	know what defines a quality score. So, hopefully we'll find that
954110	958910	out soon. So, that is something that has changed since this. So, be aware of that.
958910	961970	The other problem is, and this is, I'll
961970	965090	try not to, I'll try to stay calm with this, but basically
965510	969930	the terms of service. Now, I'm not naive. I didn't just fall off the turnip truck. I know every
969930	973970	site has no hacking or cracking rules in it. We all know that.
974290	978050	It's not such a big deal. But, the problem
978050	981190	with Google, and I'll read you the exact quote.
984150	985130	Let's see. We have
986410	989990	Google AdWords ad policy in order to maintain the quality of advertising
989990	993890	we display and encourage users to continually click on ads and increase
993890	997890	advertisers return on investment. Our goal is to make the information seeking
997890	1002170	process more efficient and relevant and to protect both our advertisers and users
1002170	1006030	in a fair advertising environment. As a result,
1006030	1009530	we cannot promote ads or ads for websites that promote, quote,
1009530	1013990	hacking and cracking. As noted in
1013990	1017950	our advertising terms and conditions, Google reserves the right to exercise editorial discretion
1017950	1022030	when it comes to the advertising we accept on our site. Again, standard. We know that kind of
1022030	1024990	happens. But, I guess, maybe
1026830	1029910	A, maybe we hold Google to a kind of a higher standard because
1029910	1033490	Google seems to be, they kind of act hacker friendly. Not
1034090	1037750	directly, but I mean, I think everybody kind of knows what I mean. There's so much you can do and it's so flexible
1037750	1042010	and they seem to provide APIs and a lot of code and stuff, so you kind of think of that.
1042210	1045850	But, the bigger problem I had is the fact, when I said, when I did this hacking
1045850	1049890	or cracking, they put that, in quotes, together. Like,
1049890	1053910	there's not a difference between hacking and cracking. They put them together as though
1053910	1057830	they're one synonymous term. And I just, I have a problem with that. I always
1057830	1061910	have had a problem with that. They're two different things. So, I did email
1061910	1065950	them and tried to explain the difference to them that, you know, it's a hacking
1065950	1069970	site, but we don't promote cracking. We don't promote illegal activity or anything like that on the site
1069970	1073890	in the magazine or in general. You know, try to, I know some people think it's
1073950	1078070	a lost cause to fight that fight for the word hacker, but I don't give up that fight.
1078070	1082170	I keep fighting for that. It doesn't always work, as I found out.
1083890	1085990	So, yeah, and the other thing
1085990	1089930	is, you know, like I said, we kind of hold Google to a different standard a little bit. We probably
1089930	1093530	shouldn't. It may not be fair. But, you know, they
1094710	1095510	have this
1099830	1101910	hacker, and everybody's probably
1101910	1105950	seen this joke before, right? They have on Google, in their translation
1105950	1109770	services, a language called Hacksaw as one of their languages.
1110170	1114090	Now, I mean, how are you going to have that on there? I mean, that's hypocritical to have
1114090	1117830	that on there and promote, you know, like, first of all,
1117830	1121890	it's at our expense with the whole LeetSpeak thing, and yeah, don't bring up my article
1121890	1125410	from 2600. I don't want to hear that. But, you know,
1125850	1128110	they've got stuff like this on there, and
1132950	1136230	it's not just that. It's just the hypocrisy in general
1136230	1140130	of Google that I've found I've had kind of a problem with. Another
1140130	1144210	thing that they do on Google is, most of you probably know you can do
1144210	1148370	define colon. You can find definitions on Google from different dictionaries,
1148370	1152230	Wikipedia, stuff like that. You do a define of hacking on Google, and it
1152230	1156110	brings up all these definitions, and they're mostly pretty accurate. So, if you go to Google and
1156110	1160090	define hacker, Google gives you proper information. They have this
1162230	1164450	Hacksaw translation service on there.
1164510	1167890	So, you know, they're talking all this stuff. They've got the summer of code with this whole
1167890	1172170	open source. We invented open source for God's sakes, you know?
1172190	1176270	That's why they kind of come across like we're one of you. Well, they're not exactly.
1176430	1180030	They're not at all, really. But, again, I'll back off.
1180030	1184230	I told you I try to stay away from the rants on this. I don't know if I can pull that off.
1185170	1187630	And this is the one that really made me break down.
1188290	1192410	Well, first of all, I can't advertise the word hacking, but I think everybody's seen
1192410	1196370	eBay and Amazon all the time. Everything that you search for, they can use the word
1196370	1200530	hacking, but I can't. I get a warning letter saying that it's against their terms of service.
1200530	1204830	But if you do a search for hacking radio, you'll say, buy hacker radio on ebay.com.
1204830	1208690	You know, stuff like that. Buy used human hearts. Was that in the forums
1208690	1212690	one time? How do you buy a used human heart? I don't want it if it's used.
1212690	1214290	And how do you get a new one?
1216930	1220550	Stem cell? Get controversial on here with the stem cell.
1220570	1223770	Back away from that. But, yeah, it's...
1223770	1228950	They have something called a keyword tool suggest. This is the thing that made me mad
1228950	1232710	that I started arguing with them, trying to explain them what's going on. They have something called
1232830	1236750	a keyword tool suggest. When you put in a keyword, what it does is it looks
1236750	1240930	through to see what other keywords are related to it. So, like, if I did used cars, for example,
1240930	1244910	it might pull up a list of makes. Or look what other people are advertising used cars
1244910	1248450	and give you suggestions of what works for them or what gives them click-throughs.
1248650	1253010	Well, I put in, you know, typical words, hacking, freaking, stuff like that. It comes back and gives me
1253010	1257410	suggestions. Why don't you try security magazine? Why don't you hire...try freaking magazine?
1257890	1260950	Hey, good idea. Thanks a lot, Google. I appreciate that. And I put those
1260950	1264530	in there. Next day, cut off. Terms of service. You can't use those words.
1264810	1269030	Why'd you tell me the words were there if you're not gonna let me use them? That's ridiculous.
1269690	1272990	And that, honestly, that just, that kind of stupidity made me mad and that's why
1272990	1276730	I actually sat down. That's the trigger that made me sit down and do this presentation.
1277870	1281310	So, uh...huh?
1283690	1285070	Well, they say you
1285070	1288990	cannot contain it in the ad or link to sites that promote illegal
1288990	1292970	activity. Again, I don't promote illegal activity, so...
1293550	1296870	I promote hacking. Hacking is not necessarily
1296870	1301030	illegal. And maybe we'll talk about that after the presentation. I can...definitely
1301030	1304810	would be glad to go into a conversation about that. So, anyway,
1304810	1308310	enough with the hypocrisy and the ranting and stuff. Let me move on to the tech stuff. What, sir?
1309170	1313170	The DEF CON staff wants you guys to know that there's gonna be a spot to fed in Parthenon
1313170	1314950	in five minutes.
1317970	1321390	There's gonna be a spot to fed in Parthenon in five minutes.
1321450	1322590	So, that's all.
1325570	1326710	Alright, so, now
1326710	1330130	let's get on with some of the tech stuff, some of the fun stuff. Enough with the ranting.
1330850	1333850	Well, actually, real quickly, what you can do about it is
1334730	1338690	you can reactivate your ads instantly. You can put your
1338690	1342590	ads...first of all, ads are put into rotation immediately. That's an interesting thing to know.
1342590	1346750	Anyone of you can go create an account, create an ad, bam, it's gonna be placed up within a couple
1346750	1350650	minutes. A couple minutes. So, that's very important to notice. You can get an
1350650	1354970	ad up there and it'll stay up for...until they find it. So, you can get ads up pretty quickly.
1354970	1357970	I suspect they're gonna shut that down very, very quickly.
1359170	1362590	The other thing, and this was...I laughed out loud when this happened to me.
1362590	1366790	What they do is, if your ad does get banned, like, for example, my ad
1366790	1370690	said, hacking magazine, radio show, the revolution will be
1370690	1374650	digitized. That's all it said. And a link to binrev.com. And it's part of the presentation.
1374650	1378750	I'm not pimping here. So, you know, I
1378750	1382870	put that in there and they sent it back saying, you have the word hacking in the ad. It has nothing to do with what it linked to.
1382870	1386730	It's what's in the ad. So, they didn't like the word hacking. So, I changed it to security.
1387050	1390670	Okay, fine, whatever. Whatever will get through your system. And that went through.
1390670	1394730	They approved that, no problem. So, it wasn't the content of the site exactly. It also probably
1394730	1398610	depends on who's sitting at the keyboard and says, ah, I don't want to approve him or I don't, you know,
1398610	1400110	however many people they do that.
1403290	1406630	It looks like it's human interaction because sometimes it would be
1406630	1410530	banned within an hour or two. Sometimes it would go for a week. So, that's kind of
1410530	1414690	interesting. Yeah, that's a good question. I did, I get the feeling that it
1414690	1418530	is done through human intervention. And again, and actually
1418530	1422710	that's kind of another point is they claim that a human
1422710	1426650	checks every ad before it goes up. But I know for a fact, I put ads in there,
1426650	1431010	they're up within two or three minutes. Nobody checked that ad as soon as I put it up. They check it after the fact.
1431010	1434530	They want you to get up and running quickly. Which again, that's probably going to change.
1434530	1438430	So, enjoy it while it lasts. Might not be there when you get back from the weekend.
1440310	1442590	So, yeah, so you modify your banned ad by making one
1442590	1446690	small change. And then this is really funny and I'll give you the story
1446690	1450970	of what happened to me. I kept going through this little game with them. Because I'm
1450970	1454410	stubborn. People who know me know that I can be pretty stubborn sometimes.
1454450	1458550	So, we went through this back and forth game where I changed it to security. Okay, and they
1458550	1461890	approved it and went through the next day. Alright, well being the little
1462790	1465970	butt that I am, watch my language, I went back in there
1465970	1470010	and changed it back to hacking. And it went through for two or three days and then
1470010	1473650	it got turned down again. So, I changed it back to security, no problem.
1473830	1477950	Went back and changed it back to hacking again. We were playing through this game once in a while
1477950	1481950	and not only that, but the individual keywords within the, that's the text of the ad
1481950	1485970	itself, the individual keywords they would go through once in a while. Every time they can't ban
1485970	1489890	the ad, they'd go ban a couple of the keywords. So, like they'd leave security working but they'd
1489890	1493870	take out hacking or freaking or something like that. Alright, we want to play that game, we can play
1493870	1497830	that game. So, I went in there, you delete those keywords out of there, when you try to add them back, it still
1497830	1500110	says disable, they disable the individual keywords.
1501890	1505910	It was, it blew my mind that this actually worked. If you delete the
1505910	1509930	individual keywords and try to add them back, it doesn't work. But what you can do
1509930	1513850	is go in there, select all of your keywords, they only ban two of them,
1513850	1518010	it doesn't matter, select all 15 of them, copy and paste them, put them over into a text file.
1518390	1522090	Delete it, save it with no keywords. Copy and paste it
1522090	1524930	back in there, put those same 15 keywords back, you're up and running.
1525950	1530130	I swear, I couldn't make that up, I could not make that up. You put them back in there,
1530130	1533990	you're back up and running, every keyword, they did that to me one time, after
1533990	1538210	this cat and mouse game, they deleted my, they banned my ad, they banned every
1538210	1542310	individual keyword that I had created, I copied and pasted them all out,
1542310	1546050	deleted the ad, recreated the ad, copied and pasted them all back in, back up and running
1546050	1550370	within seconds. So, that is something else I assume they will probably
1550370	1554130	take out. And I'll get some questions if I have time towards the end, because I want to
1554130	1557990	make sure I cover everything here. So yeah,
1557990	1561930	disabling the ads and the individual keywords and fixing them with cut and paste.
1562590	1566050	And the daily limit I mentioned earlier,
1566790	1570030	this is kind of, I'm not condoning this or saying anybody
1570030	1574090	should do it, it's kind of sleazy, but you can click ads off people you
1574090	1578150	don't like. If you're in the business world, it can get kind of cutthroat, people don't have morals in the business
1578150	1581990	world. You want to go over, if you work for Ford and you want to go to click
1581990	1585990	their Chevy's ads and make them pay for those clicks, when you run out and hit your daily
1585990	1590010	limit, your ads stop showing. They do not show your ads anymore for that daily
1590010	1594030	limit for the next 24 hour period. Now, there is kind of a caveat to that,
1594030	1598050	they do have what they claim, click quality they call it, that's supposed
1598050	1601910	to prevent fraud. Like basically, they check your IP address, I'm
1602970	1605930	speculating of course, I don't work at Google, so I don't know what they do, but it seems
1605930	1609890	like they probably will check your IP address, if you click 20 times in a row from that same IP, they probably know
1609890	1613930	that that's invalid. I think everybody here probably knows
1613930	1617890	what a proxy server is, I can't, I'm not going to go into a presentation of that, so I'm not
1617890	1621290	going to go off on that tangent, but a proxy server, even that, I don't know
1622510	1625450	not in an offensive way, but I don't know how smart Google is, they seem
1626170	1629850	sometimes they do great stuff, sometimes they don't. So, they may be smart enough to even watch
1629850	1634190	for proxy stuff, especially if it's repetitious, you keep hitting it over and over in a short period of time.
1634410	1637830	All it takes is a very quick Perl script,
1637830	1641750	go through proxies with a random timer, every 5 to 10 minutes, click
1642490	1645890	that's going to be pretty hard to detect, it's going to be really hard to protect.
1646690	1649870	So, and still, it's in 24 hour periods, so you can still get a lot
1649870	1653830	of hits, they're going to end up paying a lot of money for it. So, again, don't
1653830	1657870	do that. It can be done, but don't do that.
1657870	1661650	And if you try to do it to me, let me remind you again, I have a limit, and it's really low, so
1661650	1665790	you're not going to do too much. So, yeah, they
1666330	1669150	again, they claim that they have humans that try to check for
1670150	1673850	invalid clicks, you know, again, I don't know how accurate
1673850	1678090	that can be, because, I mean, we all know how big Google is, and Google Adwords
1678090	1681950	is the biggest advertising program on the global interweb, so
1681950	1685870	I don't think they're going to be checking, they have too many customers and too many ads, I think that they can
1685870	1689850	check all that stuff. So, yeah, so theoretically, again, since the
1689850	1693710	ad goes up right away, you can put up an ad, watch me and my girlfriend
1693710	1697870	have elite cyber sex, and they'll go up there, get people to your website for half an
1697870	1701730	hour before they ever cancel it. I actually had an ad up that was like a week that had the word hacker in it
1701730	1705790	that they never got around to doing, so it's hit and miss how often they'll leave stuff up, but you can
1705790	1709350	put up just about anything for a short time period.
1711410	1712410	And you can
1713530	1716450	you can use words that are invalid because of that, so I think that's
1716450	1720330	pretty much self-explanatory, but you already have to babysit it. Well, again, they're
1720330	1724350	changing this. I felt I had to babysit it every day anyway, so I was going in and making all kinds of
1724350	1728390	keywords just to mess with people, just to do funny stuff, and that's how I found out, we're going to get into
1728390	1732250	some of the screenshots and some of the actual techniques now that I found some of the stuff. It was mostly just
1732250	1736690	playing, just to see what I could do. I have to go in and babysit anyway, I might as well go in there. So,
1736690	1740590	we'll move on to some of the tricks, and this is one of my favorite ones,
1740590	1744210	and this is the kind of stuff, a couple of these things we're going to talk about now is
1744210	1748670	some of the things that they charge you a lot of money to optimize to get your ads to the top.
1748670	1752690	It's really a lot of it comes down to click-through ratio and using the proper keywords.
1752990	1756870	One trick I found, and it was purely by accident,
1757270	1760550	mesothelioma. Can somebody spell mesothelioma
1760550	1764530	for me? I couldn't spell mesothelioma, so I put it in there
1764530	1768590	because I wanted to see what the actual top bid was at that time. I just wanted to see if it
1768590	1771470	really was $40, you know. And it was, it was $40.
1773010	1776610	I put it in there, but I spelled it wrong. So, when I went in there and was searching for
1776610	1780770	my ad, I'm like, why are there only like two ads? Because this is a huge thing, there's usually pages
1780770	1784910	of ads. I'm like, oh, I spelled it wrong. And then I went, wait a minute.
1784910	1788690	I wonder what happens if I intentionally misspell things. I'm kind of backing away from
1788690	1792710	the mic there. What happens if I intentionally misspell things? This is a great technique.
1792710	1796510	People misspell things all the time on Google. And you know when you do this, Google
1796510	1800670	at the top says, did you mean to say mesothelioma with the proper spelling? It doesn't matter.
1800670	1804590	It's too late. The ad has been delivered at that point. So, I put in the incorrect
1805670	1808350	spelling of mesothelioma, and you'll see
1808350	1812630	that this $40 ad comes up. Now, there's a couple other people that
1812630	1816670	might have legitimately misspelled, but for five cents on a $40
1816670	1820430	keyword, right there, I got this ad cheap. All I did was
1820430	1824510	misspell a word, and I saved $39.95. So, it's, it
1824510	1828030	works. I don't...
1828810	1831570	So, there's proof. I don't make this stuff up.
1832890	1835410	I told you this would be fun. There's some of this good stuff.
1837170	1840890	Let's see. Oh, and actually, for logical purposes,
1840890	1844450	if you just want to play with that and track it, I would make a separate ad group, like we
1844450	1848610	talked about earlier, a logical unit with misspellings to see how they perform. You might be really
1848610	1852590	really surprised. Because people are obviously looking for that particular thing, and if you're the only ad
1852590	1856390	they see, you might actually get a higher click-through rate on misspellings, which is kind of ironic.
1857270	1860630	Another thing is to use proper names. This is kind of
1860630	1864630	most people probably would have thought about this, but like if you work for Coke, and you want to get
1864630	1868550	somebody who's searching for Pepsi to see your Coke ad, you know, use Pepsi's name. There's copyright
1868550	1872550	issues here, and I think there's been cases in the past. There's nothing that stops
1872550	1875490	you from doing it. If you work for Ford, and you want somebody searching for a Chevy
1876590	1880550	S10, and you want to put in an ad for your Ford truck or whatever,
1880550	1884430	or something like that, you use those opposite keywords to get the people to see your ad.
1884530	1887810	So, keep that in mind that you can use stuff. And this example,
1887810	1892370	this is not a very good example of that, but just to prove the point, I put in
1892370	1896630	America Online as my keyword, and you see, owned by the DDP ad comes up.
1896710	1900630	Now, I really, no offense to any AOL users,
1900630	1904630	but I really don't want the AOL users, so I just put that out just as a proof of concept
1904630	1908650	that this actually works. Again, no offense, but just to prove
1908650	1912470	that it works. And I actually noticed this in the hotel room
1912470	1916530	night before last, and I found this funny. I hope you guys too. Totally
1916530	1920670	by coincidence. I did this as a proof of concept, just for the fun of it. And you see my ad over
1920670	1924690	on the side. The one above it, again, eBay. They get every keyword, no matter what.
1924690	1928610	But notice what the AOL at the top, the sponsored link, they're paying
1928610	1932790	for that. If you click through that, AOL pays for it. But look at the first actual
1932790	1936770	search result. It's AOL. Why are you paying
1936770	1941610	to get the top spot and being charged for a click through when you're already number one on the list?
1941810	1944890	Where's the logic in that? So make sure you always click on the one
1944890	1948930	that charges them. I'm sorry, I didn't say that.
1949690	1952490	I did not say that. Make sure you don't.
1952490	1954110	I misspoke, I'm sorry.
1957450	1958610	What else?
1960990	1964870	For example, I used the name of another hacking
1964870	1968950	magazine to trigger ads for our hacking magazine, which I have a couple I'll give away
1968950	1972370	at the end of the talk as well, and some stickers to give away if you want to come up afterwards.
1974090	1976490	And again, AOL, so I mentioned that. So some
1976490	1980770	other tricks. Use Google hacking techniques. Now this is kind of funny. Somebody
1980770	1984750	might want to go over to Johnny Long 7 o'clock tomorrow
1984750	1988810	and let him know that this can happen. But basically you can use Google hacking techniques
1988810	1992810	to catch people that are Google hacking. Google AdWords techniques, excuse me.
1992810	1997050	All it's really doing is searching for a literal string. And I just picked one example
1997190	2000550	a very common one, finding index of password to find password files.
2000550	2004770	And notice that it triggered my ad over there. You can actually trigger people and find
2004770	2008510	people that are Google hacking. If they put that in and try to find it, I just triggered an ad for them.
2008510	2012910	So you can actually catch people, especially, and again the new site targeted
2012910	2016770	thing is very new, but if you start site targeting it, you can see who's attacking
2016770	2021110	what site with what Google hacking techniques, which is kind of an interesting combination.
2021110	2025270	So it'll be interesting to see how they, if they do anything about that.
2027770	2029110	Also, let's see...
2030130	2033150	Oh, it's actually, if you go back, if you think about
2033150	2037170	this is just, again, a made up example, but I came up with the idea of, you know, wouldn't it
2037170	2041230	be funny if you put an ad over there to like a coupon code or something on your
2041230	2045190	site or a secret URL that you don't publish anywhere else that you
2045190	2049110	know and basically set up a honeypot using Google. Anybody that's
2049110	2053370	hacking Google, anybody that comes to that site, you know they got there because they were trying to hack your site.
2053390	2057170	You know they got this coupon code because they were out trying to get into your site and you gave them this coupon.
2057170	2061270	So you really set people up and really draw them in. Entrapment, I guess is the word.
2062110	2064350	It's honeypot, honeypot is different.
2065210	2068930	So, yeah, and yeah, so and another
2068930	2072930	the next thing is data hiding, which is
2073790	2077270	could be a whole presentation in and of itself. I'm just gonna skim over
2077270	2081330	it. It could be a very in-depth topic, but it can be as simple as passing
2081710	2084850	a hidden message to somebody. Giving them the keyword to search for
2084850	2089290	on Google and I mean if you see that's a big 80
2089290	2093450	I don't know how many characters. This is a message for DEF CON attendees only approved.
2093590	2097190	I didn't get any hits because, you know, that's not a keyword that's not out there somewhere
2097190	2101430	but it did trigger your ad. You can use any gibberish, any kind of string, any characters
2101430	2105290	that you want up there and deliver a hidden message. The only person that's gonna know it's, I mean who's gonna
2105290	2109270	accidentally type in this message is for DEF CON attendees only as proof of concept of
2109270	2113250	whatever I wrote there. Not many people. So you can pass just plain text hidden
2113250	2117790	messages that way, which is kind of an interesting thing. Who knows if people are already doing that?
2117830	2121370	You know, I'm not gonna, I don't want to use the T word at a hacking convention
2121370	2125710	but anyway, terrorist. Who knows what they could be doing?
2127150	2129310	Anyway, come on, some of you didn't know what I meant
2129310	2133270	by T word. I had to, um, so yeah, passing messages
2133270	2137130	right under the public's nose. Again, unless they know what they're looking for, they're not gonna
2137130	2141290	accidentally stumble. So it's fairly safe. Again, you probably don't want to put passwords or anything
2141290	2145390	credit card numbers or anything stupid like that on it. But if you wanted to pass secret messages to people
2147230	2149350	keep in mind it's an 80 character limit to the keywords
2149350	2153330	so you might be able to put maybe a public key or something like that in there or
2153890	2157470	it could be a password with no URL. The person has to know the URL ahead of time
2157470	2161750	and if you change the password they just always know to go look here, for example, things like that.
2163150	2165270	Or just any kind of secret key.
2165690	2169570	I'll leave the application to you. But there's a lot of stuff, I mean I'm sure
2169570	2173950	some of you can already kind of think about it, but not that I condone this word
2173950	2177290	or zero day announcements
2178710	2180550	what's that? Juarez?
2183970	2185790	I'm just saying it could be done. Once again
2185790	2189010	don't do that. Just saying it's possible.
2189510	2193510	And yes, if anybody wants to memorize that real quick
2193510	2197210	before we go on to the next slide, there is a hidden message on that URL.
2197590	2198510	Just for you.
2200630	2203990	Again, data hiding. You can't talk about data hiding really without steganography.
2204650	2207970	Again, like I said earlier, whole presentations could be done on that.
2209050	2212290	Basically, I'll just read the Wikipedia definition and I think
2213070	2215830	a lot of you already know it and I don't want to talk down to people, but it basically
2215830	2219810	according to Wikipedia, steganography is the art and science of writing hidden messages
2219810	2223610	in such a way that no one apart from the intended recipient knows of the existence
2223610	2227850	of the message. Generally, when people think steganography, they think
2227850	2231850	hiding stuff in an image or a graphic. That's not necessarily the case. I just want to throw
2231850	2235830	that out there. It can be hidden in text, hidden in images, hidden in music files,
2235830	2240230	deals with least significant bits and how you can take advantage. But again, that's a whole other topic.
2240230	2244410	So just the simple fact that these, you know, as far as you know, those are images.
2244410	2248930	As far as Google knows, those are images, but they're not just images.
2248930	2252410	I actually did hide them in there. Yes, they're on Google. Yes, Google
2252410	2256350	accepted them. They do not know that there's hidden messages that I've used steganography. How could they?
2256350	2260730	Because I actually can password protect the information inside of it as well.
2260730	2264390	And this is a tool called Puff 1.01.
2264790	2268390	There's tons of steganography tools out there you can try. This one was quick and easy. I grabbed it
2268390	2272450	and allowed me to password protect it. And you can see that that is pulling
2273370	2276230	stego.txt, a file that I created and inserted. And if you
2276630	2280470	press the key, you'll see that basically it's just a little text file that I put inside of the image
2280470	2284350	that says DDP owns Google AdWords. So once again,
2284350	2288510	it works. Also, just, I don't know if anybody
2288510	2292490	else is the level of geek that I am, but yes, if you count,
2292490	2296430	you see it says 24 bytes. If you count the letters, and a blank space
2296430	2300450	is a byte, for those of you, there are 24 there. So that is, I didn't fake the picture in
2300450	2303470	there, but anyway, there's your proof that kind of a check's on there, if you will.
2304810	2307790	So, oh, the only other thing is there is a limit to 50k
2308190	2312350	for the image size. So keep that in mind. You can't, you know, upload an ISO or anything
2312350	2316950	like that hidden inside of a graphic or anything if you're thinking all crazy like...
2316950	2318610	Well, a small ISO maybe.
2321250	2323790	Let's see. Yeah, and
2324310	2328330	again, I just put in text. You can actually put another image in. You can put in any
2328330	2332330	binary file. You can put in a URL to a hidden site once again. Maybe put
2332330	2336210	the URL to your hidden site using steganography into an image
2336210	2340330	and then the password using that other hidden keyword. And all you got to do is email the person
2340330	2344070	with those two things. They know to Google for the two of them. They know how to pull them out. You can
2344070	2348530	absolutely, without a doubt, pass all kinds of hidden information
2348530	2352510	through Google, the biggest site, again, on the entire
2352510	2356490	global interweb. You can pass stuff under the entire public's nose.
2356490	2360350	Millions and billions of people and they'll never see it. It's really, really
2360350	2364070	kind of scary. It's really, again, application of that
2364070	2365730	I'll leave to your imagination.
2367290	2372070	This is probably my favorite slide. This one made me laugh once again.
2372790	2376330	Misleading people. Misleading people. DEFCON
2376330	2380690	official site. You see the ad that I put there? Don't tackle me or anything. It's just a
2380690	2384090	joke. Don't send security up here after me or anything. DEFCON official site.
2384090	2388130	I swear, on the DEFCON official site. It even says DEFCON.com
2388530	2391550	on the ad. You see there on the right. On the left hand side, you see
2392130	2396230	and this is just built in. They just give you this. This is not like a big hack. They give you this.
2396230	2400210	The display URL and the destination URL. And you see the one string I have
2400210	2403850	DEFCON official site. And when you click on it, it doesn't take you to DEFCON
2403850	2408670	it takes you to StangDog.com. So, this example is funny.
2409210	2412270	I think everybody in here also knows what the word phishing is.
2413030	2416330	How dangerous would this be to somebody who wants to go phishing
2416870	2419510	on Google? I could have easily made
2420130	2424330	and again, this proves that it's a joke. Keep security back. This proves that
2424330	2428170	it's a joke, but it could have very easily, I could very easily have ripped DEFCON's page
2428610	2432170	put it up here. People wouldn't notice the URL actually says StangDog.com or
2432690	2436130	DEFCON with two N's dot org if I registered something close to it or something like that.
2436130	2440230	Made it look exactly the same, but when you submit to buy
2440230	2443250	DEFCON doesn't sell anything, this is a bad example, but I could put, I don't know
2444730	2447990	Citibank, yes, and prompt them for their credit card number, password
2449090	2452170	just any site that sells anything, you know, have them click through
2452170	2455870	buy something, I get all that information. It really is incredibly
2456430	2460250	dangerous. The potential for fraud for this is horrible and this is something
2460250	2463890	that I hope Google, I don't know what the, yeah, there's something they can do about it. They can not
2463890	2468070	give that option. This is something that Google really absolutely needs to address because
2468070	2471390	this could be devastating to a lot of people because
2471950	2476070	everybody in this room, yeah, okay, everybody
2476070	2480470	in this room wouldn't fall for phishing emails. I'm sure nobody's ever fallen for one of those.
2480550	2484090	But a lot of people do. And if they fall for the emails with the misspellings and
2484090	2488230	the all caps letters and they're sending money, they're going to fall for this. I mean, come on
2488230	2492150	this is even more effective because they trust Google. So actually that trust is working
2492150	2495970	against them. So, yeah, so
2495970	2499770	credit cards stolen, our email is, our email system is
2499770	2503830	undergoing maintenance. Please enter your password. Again, possibilities of that are endless.
2504290	2507510	And again, you're phishing in the largest pond on the global interweb.
2507670	2512050	So, that's really about it. You know, my final parting shot
2512050	2516070	at Google because of this was, you know, never piss off a hacker. Really. And that's
2516070	2519330	what they did. I felt kind of offended. I tried to talk to them like adults. They kept
2519970	2524010	I, this is my pet peeve. Don't keep cutting, pasting the same terms of service
2524010	2528130	back to me every time. I got it the first time. I'm trying to explain to you
2528130	2532130	that I don't exactly fall into hacking and cracking. You need to check this out
2532130	2536090	Mr. Dog because this is our terms of service. I got it the first time. Don't send
2536090	2540150	it to me again. Will you please, do you realize that you do this, this, and this? And eBay is allowed to use
2540150	2544150	it. Please note, our terms of service, section three. I saw it the first
2544150	2548210	three times. Stop sending it. So, made me mad. Never piss off a hacker. You can see
2548210	2552130	you know, and I've already basically talked about this, but this is a step through. There's the ad
2552130	2555990	that you create. There's the actual keywords. You put it in quotes. You can use Google hacking
2555990	2560110	techniques, by the way. I don't know if I mentioned that earlier. Putting things in quotes. Using
2560110	2564290	plus, minus signs. If you don't want, like for example, 2600
2564290	2567930	magazine. I don't want 2600, Atari 2600
2567930	2572290	hits, people getting my hits because then that lowers my click-through ratio. You put a minus in front of the 2600
2572290	2576130	or put a minus in front of games or minus in front of Atari to eliminate those.
2576130	2579870	You can use Google hacking techniques in this. So, keep that in mind. That's very handy.
2579870	2584070	And that's how you, for those of you who are thinking about this from a business standpoint,
2584070	2587810	use negative keywords and you can isolate and start targeting your hits
2587810	2591670	and increase your click-through ratio. So, that's a good thing to keep in mind. So, yeah.
2591670	2595670	That's the ad itself. And these next couple slides go pretty self-explanatory.
2595670	2599710	When I search for Google really sucks. If you see the logo there, you know what day. Somebody wants to
2599710	2603670	do some research that I took the screenshot to. And basically
2604090	2607910	up comes the ad. So, you know, this is, again, this is
2607910	2611430	me being silly. It's kind of a fun presentation. It just says Google owns, you know,
2611430	2614730	DDP owns AdWords or whatever I put. I don't even remember. But
2615690	2619870	not only is this instantly embarrassing for Google, but it could be
2619870	2623470	for anybody. And I'll refer back to, like, I'm sure a lot of people here remember
2624090	2628010	maybe a lot of people here remember the FordSucks.com controversy and stuff like that.
2628010	2631850	This is the new way to protest. This is how you're going to be able to go out there
2631850	2635870	and put, fill in the blank sucks. And put an ad that you're going to see to millions
2635870	2639910	and millions of people. Put a minimum daily limit on it
2639910	2643850	of a nickel so that nobody will click through it or whatever, you know, so you don't get charged for it. But you can
2643850	2647930	put that protest up and get a lot more people seeing your site than you would if you just
2647930	2652330	registered the site, you know, and put it out there. So this is really the new way to protest.
2653510	2656090	I was thinking, I don't know how much you could get in that little space,
2656090	2660290	but remember the DECSS, where they wouldn't allow you to share that code,
2660290	2664250	that information. Go out there and put it on Google. I mean, you can't
2664250	2668170	stop. I have a phrase I use on the show a lot that I'm not going to do up here,
2668170	2671610	but you can't put stuff back in the horse, is my saying I say on the show a lot.
2671830	2676130	Once it's out there, you know, and you can use Google to get it everywhere. I mean, this huge
2676130	2679850	search engine, take advantage of stuff like that. I mean,
2679850	2683670	I can say that. That's safe, right? Take advantage of Google for what they give you. There's nothing wrong with saying that.
2683670	2685530	Just not in a negative way.
2685550	2692290	Oh yeah, and this is actually, I added this
2692290	2695830	kind of at the last minute. I was thinking about this too. Earlier I mentioned you could use
2697050	2700450	keywords from your competitor to put ads, you know,
2700450	2704370	to draw people away from that topic. You can draw them away
2704370	2708290	from that topic. Well, now with this new site targeted, and because I haven't had time
2708290	2712090	to play with this yet, unfortunately, with this new site targeted stuff, you can actually
2712510	2716110	target that site with that ad. So, if cope.com uses
2716590	2720090	ads provided by Google, which they probably don't, well, I don't know, they might.
2720090	2724150	If they did, I can start giving them ads as from the company Pepsi or any
2724150	2728090	other, again, made up example, but pick whatever your competitor is of your company
2728090	2732070	wherever you work, and you want to, advertising company, and you want to get ads
2732070	2736130	from the other person, and they use AdWords, site target your ads over to their site, try
2736130	2740090	to pull people away. We are cheaper than these guys. Come to us, you know, and give
2740090	2744370	them the URL. So, that's kind of a dangerous thing as well. Or
2744890	2748190	this site is fake, don't give them your information. You could be real mean about
2748190	2751490	the whole thing. Give them a link to the GoatSea guy, somebody mentioned him.
2752210	2756150	Which, so, and I'm hoping to make it through the weekend without seeing that, please, somebody
2756150	2759070	help me, please, or the weight lifter.
2760910	2763450	Yeah! Score!
2765050	2768250	So, anyway, yeah, that's pretty much it, just
2768250	2772150	some parting ideas, again, that the ad can actually carry
2772150	2775570	more information, whether it's URL, whether it's
2776030	2779550	steganography I talked about earlier. This is something interesting I just found
2779550	2783770	on July 4th, makes sense. At the top, on special holidays,
2783770	2787530	you can click on that link, and like for July 4th, I think it was, I have it written down,
2787530	2791350	it is Independence Day
2791850	2795710	2005. When you click on the image, a lot of people click on that.
2796190	2799690	If you own a fireworks company, put that
2799690	2803730	as your keyword, on that one day, everybody that clicks on that is going to get your ad on there.
2803730	2808050	You sell American flags or something like that on a
2808050	2812010	patriotic day. You're having a big Easter sale or something like that. Whatever the keyword
2812010	2816050	that Google uses for that day, you're going to have a 24-hour huge traffic that you're going to drive
2816050	2820230	people in. That's probably something that larger businesses would take advantage of because they want
2820230	2823890	to get as much publicity as they can for it, but that's another kind of interesting technique.
2823890	2827850	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
2827850	2831730	who aren't interested in it. But if you own a big store like Amazon and they wanted to draw people in, that would be
2831790	2836270	a good technique for them to use, so make some mad money that way.
2836830	2838530	And yeah, Google offers
2840050	2843990	ads and text or images, like I said earlier for the steganography.
2843990	2847710	And also one last little thing, and this is kind of going into AdSense, which is
2847710	2851590	not what this is about, but because they're related, I just want to mention
2851590	2855670	that you can, your ads are targeted
2855670	2859870	to whatever the topic of your site is, whatever keywords are used
2859870	2863770	for it, so if you wanted to make, you can, theoretically you can make a page
2863770	2867730	on mesothelioma, write an article about it, keywords with it, and then put
2867730	2872010	Google AdSense on it. And it's going to get hit by Google, and if somebody clicks through it, you're going to get a
2872010	2875930	percentage of that 40 bucks when they click through. You can get as high as 50 or even higher percentage.
2875930	2880070	You can make 20 bucks. And it's very, very sleazy, right there, don't
2880070	2884010	I definitely don't want to do that. I really don't want you guys to do that, but I thought that was
2884010	2887810	interesting enough to mention. You can make, at least not for mesothelioma, you know, that's something
2887810	2891830	serious that people really might be looking for help, so I'd hate to see somebody take advantage of that.
2891830	2895630	But if you wanted to make it for some site you wanted to protest or some site you
2895630	2899930	really had issues with or something like that wasn't, I guess it's all going to be hurting somebody
2899930	2903790	somehow, but I'll just back away from that topic, but you can see what I'm talking about.
2903810	2907750	You can make them click through your site, make it whatever topic, and you can get
2907750	2911990	the money back from that. And I'll just leave this as an open-ended, what if
2912730	2915830	you put your own ads on a
2915830	2919770	friend's site and they click through it or wrote that script we talked about that
2919770	2923730	automatically clicks through and pays you every time they click through, the potential
2923730	2927830	is there for abuse of that as well. So that's it. You can game AdSense
2928430	2931970	by using AdWords, as I just described, and that's it for me.
2931970	2934830	I don't know if we have enough time for questions or
2935530	2940190	five minutes. If anybody does, a couple of people have questions. Before I go, if I may...
2942030	2943070	Thank you.
2944070	2947190	Before you all take out, I do want to send some thanks. Of course,
2947190	2951250	thanks to the DDP, all these guys have helped me do a lot of this research. To Decoder,
2951250	2954810	if anybody knows Decoder, I'm still thinking about you, Decoder, and
2954810	2959070	I know you might not see this for a long time, but I'm still looking out for you.
2959210	2963290	Everybody at binrev.com, there's the pimp for the site I was looking for earlier, binrev.com
2963290	2967250	is the main site. Stankdog.com, my personal, if you want to go check any of those out.
2967250	2971110	To DC305, my local DEF CON meeting, FL2600, my
2971690	2975510	binrev561 meeting, some of which are here today. And again,
2975510	2979250	required by Google, I am not associated. Google AdWords is a trademark
2979250	2983090	of Google Incorporated. I am not affiliated with them. Please don't sue me. Does anybody
2983090	2987370	here work for Google? Like you'd admit it anyway. So, that's it. Don't be evil.
2987370	2988290	Thank you very much.