WEBVTT 00:08.410 --> 00:09.250 All right. 00:09.250 --> 00:10.510 Can everybody hear me okay? 00:12.870 --> 00:13.750 Louder? 00:14.350 --> 00:15.830 Should I scream? 00:15.910 --> 00:17.130 Should I sing? 00:19.450 --> 00:20.890 Somebody's listening to the show. 00:22.630 --> 00:23.610 All right. 00:23.690 --> 00:28.490 I will try to speak up, so I'll watch the back if anybody wants me to get louder. 00:29.670 --> 00:30.370 Okay. 00:30.530 --> 00:32.010 And there's one announcement. 00:32.010 --> 00:37.090 They say the tent is running about a half an hour behind schedule, so just to let everybody know that. 00:38.210 --> 00:43.830 And I guess I'll get started, and I am Sank Dog, as you can see on the board there. 00:48.640 --> 00:49.100 Great. 00:49.100 --> 00:50.340 Now I've got to live up to that. 00:51.380 --> 00:54.880 And this presentation is on hacking Google AdWords. 00:54.880 --> 00:58.700 And let me clarify right up front, this is not Google hacking. 00:58.780 --> 01:06.320 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. 01:06.320 --> 01:07.700 That's not what this is about. 01:07.700 --> 01:09.520 So just to say that up front. 01:12.000 --> 01:19.520 I got interested in this and started doing research on AdWords in general just because I was curious as to how it worked. 01:19.540 --> 01:23.880 I wanted to see if we could get publicity for the magazine and for the website. 01:24.760 --> 01:31.600 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. 01:32.120 --> 01:38.720 And I kind of, A, I didn't like the way some of the things that it did, and B, they made me mad. 01:38.720 --> 01:42.620 So I decided to do a little research, and that's why I'm doing this presentation. 01:43.320 --> 01:46.800 So, again, it's not Google hacking. 01:46.900 --> 01:54.440 And actually, disclaimer, I just put this in because of some recent activities by Google. 01:54.780 --> 01:58.600 First of all, I'm going to read these out loud, but you can see them on the screen. 01:58.600 --> 02:01.920 I'm not representing Google or Google AdWords in any way, shape, or form. 02:01.920 --> 02:03.260 I'm not affiliated with them. 02:03.260 --> 02:05.180 I have no association with them whatsoever. 02:05.180 --> 02:07.280 This is not condoned or anything by them. 02:07.500 --> 02:09.200 I do not have their authorization. 02:10.000 --> 02:14.340 The terms Google and Google AdWords are both trademarked of Google Incorporated. 02:16.880 --> 02:18.560 No, I do not. 02:18.760 --> 02:20.760 I couldn't afford it, are you kidding? 02:21.740 --> 02:31.680 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. 02:31.680 --> 02:33.800 And we went this whole back and forth game. 02:33.800 --> 02:35.520 So that's how most of this stuff came about. 02:35.520 --> 02:42.080 I wanted to put that up because, as you can see on the next slide, very recently I've had some activity with this. 02:42.600 --> 02:50.740 On the 10th of June, this presentation was listed on the DEF CON website and on my websites and things like that. 02:50.840 --> 02:55.740 And shortly thereafter, the end of June 31st, Google AdWords changed their terms of service. 02:56.000 --> 03:00.020 And they make it very clear that if I want to use the terms, I have to say trademark. 03:00.020 --> 03:03.360 So that's why I put that in there to make sure I'm covered from a legal standpoint. 03:03.940 --> 03:13.780 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. 03:14.000 --> 03:21.140 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. 03:21.140 --> 03:27.200 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. 03:27.200 --> 03:28.940 So that's really what we want them to do. 03:29.960 --> 03:36.740 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. 03:36.740 --> 03:37.920 So I'll just go quickly through this. 03:37.920 --> 03:40.140 First of all, it's just an advertising program. 03:40.720 --> 03:45.000 It's biggest competitor is Overture, which is the one that's used by Yahoo and MSN. 03:45.240 --> 03:46.420 There's a lot of other ones out there. 03:46.420 --> 03:47.960 They all act pretty much the same. 03:47.960 --> 03:50.020 It's a pay-per-click system. 03:50.440 --> 03:55.700 And pay-per-click, if anybody doesn't know, you might want to hit the exits because it's pretty self-explanatory. 03:55.700 --> 03:58.200 You pay every time somebody clicks on one of the ads. 04:00.140 --> 04:03.760 There are a couple other terms that I want to define in here. 04:04.480 --> 04:05.180 Impressions. 04:05.280 --> 04:08.120 Impression is any time an ad gets shown on a page. 04:08.160 --> 04:13.000 Again, kind of self-explanatory, but we're going to refer to these later on in the presentation, so keep them in mind. 04:13.000 --> 04:16.600 An impression is any time the ad actually shows on the side of the screen. 04:16.600 --> 04:18.960 And we've got some screenshots coming up to show some of these. 04:19.340 --> 04:23.080 And again, a click-through is self-explanatory is when they actually click through it. 04:23.420 --> 04:32.720 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. 04:32.720 --> 04:35.600 So, yeah, we'll zip through that real quick. 04:35.600 --> 04:42.680 It's a customizable system, of course, and it's used by Google obviously , but also by Gmail. 04:42.840 --> 04:46.520 You see the ads in Gmail, that's also pulling from this from Google Groups. 04:46.520 --> 04:49.200 Google AdSense also will pull from these now. 04:49.320 --> 05:02.220 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. 05:02.380 --> 05:07.680 They, of course, sell this out to other companies like Ask Jeeves, for example, is one that I've noticed them on. 05:08.200 --> 05:15.180 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. 05:15.180 --> 05:18.680 Anybody who uses the AdWords or AdSense, so your ads will get a lot. 05:18.700 --> 05:19.800 It's a pretty big program. 05:19.800 --> 05:21.080 I mean, it's the biggest. 05:21.080 --> 05:23.600 Overture is second and by a long shot. 05:24.320 --> 05:25.740 How does it work? 05:26.380 --> 05:27.820 20 bucks up front. 05:27.920 --> 05:30.200 I figured, you know, 20 bucks, that's not a big commitment. 05:30.200 --> 05:31.820 I'll drop 20 bones on that. 05:32.120 --> 05:35.620 And it's kind of, it's basically prepaying to enter the program. 05:35.620 --> 05:41.220 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. 05:41.220 --> 05:45.220 Why do you charge an application fee to create an electronic account with nobody's hands involved? 05:45.220 --> 05:46.080 I don't know. 05:46.100 --> 05:53.400 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. 05:55.220 --> 05:58.480 And the other 15 bucks you get credited towards your account. 05:58.740 --> 06:07.680 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. 06:07.880 --> 06:12.120 And what I mean by going through that money is this is a pay-per-click system, as I mentioned earlier. 06:12.120 --> 06:13.980 And it's based on a bidding system. 06:14.580 --> 06:17.580 The minimum bid you can put on there is 5 cents at this time. 06:17.580 --> 06:20.340 Again, that's one of the things they might be changing soon. 06:20.880 --> 06:22.460 But the minimum bid is 5 cents. 06:22.460 --> 06:27.640 And for stuff like I'm advertising a hacking site, they don't really... 06:34.150 --> 06:35.490 Overture is 10 cents. 06:35.490 --> 06:37.030 Google AdWords is 5 cents. 06:37.030 --> 06:43.610 I created my account 6 months ago or so, so if they've changed since then, yeah, I wouldn't... I don't know. 06:43.610 --> 06:46.450 I don't know if that's the case or not, but... 06:46.450 --> 06:47.050 Okay. 06:48.570 --> 06:49.650 Let's see. 06:50.990 --> 06:52.750 Pay-per-click system, yeah, minimum of 5 cents. 06:52.750 --> 07:00.790 And for people like me and my small sites, I'm getting keywords like hacking magazine, freaking magazine, radio show, things like that. 07:00.790 --> 07:02.190 I'm getting them for the lowest bid. 07:02.190 --> 07:03.850 There's no competition for those. 07:05.670 --> 07:09.050 Alright, binrev.com, B-I-N-R-E-V.com, thank you. 07:09.050 --> 07:11.050 I'm sure that... I'll put that at the very end. 07:11.330 --> 07:13.670 I'll keep the flow going for this pretty well. 07:14.130 --> 07:21.910 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. 07:21.910 --> 07:26.110 That's what you bid, and if somebody clicks through that ad, basically that's what you'll pay in this scenario. 07:27.050 --> 07:31.070 Now, other keywords, obviously it's a different story. 07:31.070 --> 07:35.390 It's kind of an auction where the highest bidder gets the highest placement on the website. 07:35.390 --> 07:38.390 So when you see, and I'm sure... Has anybody here hasn't used Google? 07:39.630 --> 07:40.130 No one? 07:40.130 --> 07:40.630 Okay. 07:42.610 --> 07:44.270 On the right-hand side, of course... 07:44.270 --> 07:47.930 And the other thing that's funny about this is you get so you don't even notice the ads anyway. 07:47.930 --> 07:49.210 You just block them out anyway. 07:49.230 --> 07:51.530 So that's a whole other topic. 07:51.610 --> 07:55.110 But on the right-hand side, you'll get those ads, or even at the top, the sponsored links. 07:55.690 --> 07:59.050 And again, on other sites, they could be placed anywhere on the page. 07:59.050 --> 08:02.970 You've seen ads by Google, sponsored by Google, stuff like that. 08:02.970 --> 08:08.270 So they can be in any form, but for the most part, it's the same bidding system no matter what. 08:08.730 --> 08:11.830 Now again, for my words, it's like a nickel, or less. 08:11.830 --> 08:14.050 And I'm like the only ad, usually, for the most part. 08:14.110 --> 08:15.430 Maybe two or three others. 08:15.750 --> 08:18.950 And actually, you'll see some pretty funny... This is going to be a pretty light-hearted presentation, by the way. 08:18.950 --> 08:20.210 There's going to be some funny stuff coming up. 08:20.210 --> 08:23.150 So I hope everybody's not in too much of a serious mood. 08:24.910 --> 08:27.170 Oh, I found this interesting. 08:27.170 --> 08:29.010 Maybe this is just a trivia, kind of a side note. 08:29.010 --> 08:34.050 But you know what some of the most... the keywords that get the highest bid are all relating to? 08:37.370 --> 08:37.770 Well... 08:37.770 --> 08:40.750 I would have thought porn, too. 08:40.750 --> 08:41.930 That's the first thing I thought, too. 08:41.930 --> 08:43.770 But actually, it's not so much. 08:43.770 --> 08:45.910 It's anything legal. 08:46.030 --> 08:52.610 Things like class action lawsuit, the phrase slip and fall, things like that are always pretty consistently high. 08:52.610 --> 08:55.530 And the highest one, yes, is mesothelioma right there. 08:56.330 --> 09:02.930 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. 09:02.930 --> 09:04.490 So it's still related to the lawyers. 09:04.490 --> 09:07.350 They're chasing the ambulance trying to get these class action suits. 09:07.350 --> 09:09.810 And they're bidding upwards of $40, sometimes higher. 09:09.810 --> 09:12.990 It fluctuates for every click through on one of these ads. 09:12.990 --> 09:15.050 $40 to click through on that. 09:15.050 --> 09:19.650 Because if they make a multi-million dollar lawsuit, obviously it becomes worth their while. 09:21.210 --> 09:28.930 And a couple of the other ones are, which also surprised me, is web hosting, search engine, search engine optimization, things like that. 09:28.930 --> 09:31.430 They also get consistently high bids as well. 09:31.430 --> 09:34.970 Considering there's a lot of markup there, I guess they have some freedom with that. 09:36.310 --> 09:37.070 And what else? 09:37.070 --> 09:41.070 There's a minimum or excuse me, a maximum daily spending value that you can set. 09:41.510 --> 09:49.210 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. 09:49.450 --> 09:53.050 Once that click through is gone, it'll never show up for another 24 hours. 09:53.390 --> 09:58.610 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. 09:58.610 --> 10:02.150 But for the record, if anybody wants to be a smart ass, I do have a limit on there. 10:02.910 --> 10:05.110 I know some of you. 10:06.550 --> 10:13.230 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. 10:13.490 --> 10:18.510 And it also calculates how much you bid with how successful your ad is or how many click throughs. 10:18.510 --> 10:23.510 If you have a higher click through ratio, it paid a little less, it'll kind of play around with that a little bit. 10:24.890 --> 10:26.670 And let's see, that's about it. 10:27.630 --> 10:32.070 If you go on to the next one, I'll talk about a little bit about how the campaign system works. 10:34.450 --> 10:36.870 Basically, campaigns are just a logical breakdown. 10:37.170 --> 10:41.450 Just to kind of help you if you have multiple different topics. 10:41.450 --> 10:44.270 You might want to create a different campaign for each one of those topics. 10:45.310 --> 10:57.330 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. 10:57.430 --> 11:04.110 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. 11:04.110 --> 11:11.930 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. 11:11.930 --> 11:14.670 And I've got some that they've...I've never seen addressed by some of them before. 11:14.670 --> 11:21.710 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. 11:21.810 --> 11:26.310 And some questionable stuff, but I'll leave that for later. 11:28.190 --> 11:32.470 Let's see...so...and within the different campaigns, you can create different ad groups. 11:32.470 --> 11:41.970 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. 11:41.990 --> 11:44.010 Logical breakdown of your different clients. 11:44.110 --> 11:50.670 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. 11:50.770 --> 11:53.710 Well, your ads for each one of those is going to be different keywords. 11:53.710 --> 11:58.250 You don't want you know, if somebody types in used cars, you don't want to show them an ad for new cars. 11:58.370 --> 11:59.090 It makes common sense. 11:59.090 --> 12:02.270 So that's where you break down and make a different ad group for each one. 12:02.270 --> 12:07.930 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. 12:07.930 --> 12:10.750 And I show a different ad based on those keywords. 12:11.210 --> 12:13.610 So that's basically how it works. 12:14.370 --> 12:16.710 Oh, and I do have one update here. 12:16.710 --> 12:19.410 It's one of the things I mentioned they've changed since the 15th. 12:19.410 --> 12:23.110 They actually have added something called site targeted ads now. 12:24.550 --> 12:28.210 Early on when I was testing, you could do a little bit of Google hacking. 12:28.210 --> 12:29.870 I said I wasn't going to refer to that, I lied. 12:29.870 --> 12:36.850 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. 12:37.390 --> 12:39.010 Very mixed success. 12:39.010 --> 12:52.710 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, 12:52.710 --> 13:01.430 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. 13:01.430 --> 13:05.990 So I put in hacking magazine, it might come up with a bunch of different security sites, hacking sites, etc. 13:07.070 --> 13:08.790 So it's kind of interesting to see. 13:08.790 --> 13:12.410 This gives you a list of people that are using AdSense or that are paying for their program. 13:12.410 --> 13:14.050 So that's kind of interesting information. 13:14.050 --> 13:17.010 You can know what your competition, are they using AdSense? 13:17.130 --> 13:19.110 And if so, what keywords they have associated with them. 13:19.110 --> 13:27.910 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. 13:27.910 --> 13:29.370 So that's kind of interesting. 13:30.710 --> 13:32.570 But, what's the problem with this? 13:32.570 --> 13:36.670 Okay, so now we get into some of my... I'll try not to rant. 13:36.670 --> 13:38.890 Again, people who know me know I can go off a little bit. 13:38.890 --> 13:44.210 I'm going to try to keep that down, but basically I have some problems with the way they run the thing. 13:44.210 --> 13:46.850 And some of these, again, have changed for the better. 13:48.470 --> 13:53.750 Basically it's they killed me a couple times with something called reactivation fees. 13:54.050 --> 13:56.590 So again, $20 up front, $5 to get it started. 13:56.590 --> 13:57.810 You only got $15 credit. 13:57.810 --> 13:59.390 It doesn't go too awful far. 13:59.390 --> 14:01.230 It goes pretty far with a nickel a pop. 14:01.870 --> 14:12.370 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. 14:12.410 --> 14:17.330 Basically you have to get two clicks for every I'm sorry, one click for every 200, I think it is, .05%. 14:17.330 --> 14:20.570 And if you don't, they will do something called slowing your ads. 14:21.050 --> 14:27.210 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. 14:27.210 --> 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. 14:33.190 --> 14:36.630 But the click-through ratio wasn't high enough and they had slowed my ad. 14:36.770 --> 14:40.890 And slowing it means they're not going to show it to as many people because you're not performing well. 14:40.890 --> 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. 14:47.630 --> 14:49.770 Thanks a lot Google, I appreciate that. 14:50.070 --> 14:53.150 So, let's see. 14:53.290 --> 14:59.610 I went in, recreated the, there's a little thing in there that says to reactivate the word. 14:59.610 --> 15:02.010 If it happens three times, they charge you a $5 fee. 15:02.970 --> 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. 15:16.470 --> 15:18.910 So, that kind of made me mad first of all. 15:19.830 --> 15:23.330 The second thing is, and then this is an update they've made. 15:23.330 --> 15:25.430 They're kind of changing that system. 15:27.570 --> 15:30.550 They announced that they're going to go away from the whole slowing thing. 15:30.550 --> 15:31.950 And this just happened again. 15:32.010 --> 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. 15:40.630 --> 15:42.010 What that is, we don't know yet. 15:42.010 --> 15:43.490 They haven't really implemented it exactly. 15:43.490 --> 15:44.810 It's coming soon. 15:44.870 --> 15:45.510 Whatever that means. 15:45.510 --> 15:48.650 Probably today at 4 o'clock after I'm done with this maybe. 15:49.390 --> 15:52.430 So, I don't know what defines a quality score. 15:52.550 --> 15:54.330 So, hopefully we'll find that out soon. 15:54.330 --> 15:56.370 So, that is something that has changed since this. 15:56.370 --> 15:58.150 So, be aware of that. 15:58.650 --> 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. 16:06.850 --> 16:08.110 Now, I'm not naive. 16:08.130 --> 16:09.470 I didn't just fall off the turnip truck. 16:09.470 --> 16:13.150 I know every site has no hacking or cracking rules in it. 16:13.150 --> 16:13.970 We all know that. 16:14.290 --> 16:16.010 It's not such a big deal. 16:16.270 --> 16:21.190 But, the problem with Google, and I'll read you the exact quote. 16:24.150 --> 16:24.810 Let's see. 16:24.810 --> 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. 16:36.150 --> 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. 16:45.030 --> 16:51.650 As a result, we cannot promote ads or ads for websites that promote, quote, hacking and cracking. 16:52.910 --> 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. 17:00.450 --> 17:01.270 Again, standard. 17:01.270 --> 17:02.750 We know that kind of happens. 17:02.990 --> 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. 17:13.170 --> 17:16.350 Not directly, but I mean, I think everybody kind of knows what I mean. 17:16.350 --> 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. 17:22.210 --> 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. 17:29.570 --> 17:32.770 Like, there's not a difference between hacking and cracking. 17:32.770 --> 17:35.510 They put them together as though they're one synonymous term. 17:35.510 --> 17:37.450 And I just, I have a problem with that. 17:37.450 --> 17:38.730 I always have had a problem with that. 17:38.730 --> 17:40.090 They're two different things. 17:40.650 --> 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. 17:47.410 --> 17:51.670 We don't promote illegal activity or anything like that on the site in the magazine or in general. 17:51.670 --> 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. 17:58.070 --> 17:59.310 I keep fighting for that. 17:59.310 --> 18:02.170 It doesn't always work, as I found out. 18:03.890 --> 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. 18:09.650 --> 18:10.410 We probably shouldn't. 18:10.410 --> 18:11.610 It may not be fair. 18:11.990 --> 18:15.510 But, you know, they have this 18:19.830 --> 18:23.410 hacker, and everybody's probably seen this joke before, right? 18:23.430 --> 18:29.770 They have on Google, in their translation services, a language called Hacksaw as one of their languages. 18:30.170 --> 18:32.570 Now, I mean, how are you going to have that on there? 18:32.570 --> 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. 18:42.650 --> 18:43.590 I don't want to hear that. 18:44.750 --> 18:48.110 But, you know, they've got stuff like this on there, and 18:52.950 --> 18:54.430 it's not just that. 18:54.430 --> 18:59.330 It's just the hypocrisy in general of Google that I've found I've had kind of a problem with. 18:59.770 --> 19:05.330 Another thing that they do on Google is, most of you probably know you can do define colon. 19:05.330 --> 19:09.850 You can find definitions on Google from different dictionaries, Wikipedia, stuff like that. 19:09.850 --> 19:14.990 You do a define of hacking on Google, and it brings up all these definitions, and they're mostly pretty accurate. 19:15.150 --> 19:19.130 So, if you go to Google and define hacker, Google gives you proper information. 19:19.210 --> 19:24.450 They have this Hacksaw translation service on there. 19:24.510 --> 19:26.410 So , you know, they're talking all this stuff. 19:26.410 --> 19:28.830 They've got the summer of code with this whole open source. 19:29.070 --> 19:32.170 We invented open source for God's sakes, you know? 19:32.190 --> 19:34.690 That's why they kind of come across like we're one of you. 19:34.690 --> 19:36.270 Well, they're not exactly. 19:36.430 --> 19:37.630 They're not at all, really. 19:37.630 --> 19:40.030 But, again, I'll back off. 19:40.030 --> 19:41.870 I told you I try to stay away from the rants on this. 19:41.870 --> 19:44.230 I don't know if I can pull that off. 19:45.170 --> 19:47.630 And this is the one that really made me break down. 19:48.290 --> 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. 19:54.810 --> 19:57.750 Everything that you search for, they can use the word hacking, but I can't. 19:57.750 --> 20:00.530 I get a warning letter saying that it's against their terms of service. 20:00.530 --> 20:04.830 But if you do a search for hacking radio, you'll say, buy hacker radio on ebay.com. 20:04.830 --> 20:05.930 You know, stuff like that. 20:06.610 --> 20:07.710 Buy used human hearts. 20:07.710 --> 20:09.150 Was that in the forums one time? 20:09.810 --> 20:11.230 How do you buy a used human heart? 20:11.230 --> 20:12.690 I don't want it if it's used. 20:12.690 --> 20:14.290 And how do you get a new one? 20:16.930 --> 20:17.890 Stem cell? 20:18.570 --> 20:20.550 Get controversial on here with the stem cell. 20:20.570 --> 20:21.810 Back away from that. 20:22.590 --> 20:23.770 But, yeah, it's... 20:23.770 --> 20:27.750 They have something called a keyword tool suggest. 20:27.750 --> 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. 20:32.130 --> 20:34.150 They have something called a keyword tool suggest. 20:34.210 --> 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. 20:39.170 --> 20:42.650 So, like, if I did used cars, for example, it might pull up a list of makes. 20:42.650 --> 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. 20:48.650 --> 20:51.890 Well, I put in, you know, typical words, hacking, freaking, stuff like that. 20:51.890 --> 20:53.590 It comes back and gives me suggestions. 20:53.590 --> 20:54.990 Why don't you try security magazine? 20:54.990 --> 20:57.410 Why don't you hire...try freaking magazine? 20:57.890 --> 20:58.810 Hey, good idea. 20:58.810 --> 20:59.550 Thanks a lot, Google. 20:59.550 --> 21:00.430 I appreciate that. 21:00.430 --> 21:01.270 And I put those in there. 21:01.270 --> 21:02.610 Next day, cut off. 21:02.610 --> 21:03.210 Terms of service. 21:03.210 --> 21:04.530 You can't use those words. 21:04.810 --> 21:07.830 Why'd you tell me the words were there if you're not gonna let me use them? 21:07.930 --> 21:09.030 That's ridiculous. 21:09.690 --> 21:13.770 And that, honestly, that just, that kind of stupidity made me mad and that's why I actually sat down. 21:13.770 --> 21:16.730 That's the trigger that made me sit down and do this presentation. 21:17.870 --> 21:21.310 So, uh...huh? 21:23.690 --> 21:29.690 Well, they say you cannot contain it in the ad or link to sites that promote illegal activity. 21:29.690 --> 21:32.970 Again, I don't promote illegal activity, so... 21:33.550 --> 21:35.110 I promote hacking. 21:35.390 --> 21:37.510 Hacking is not necessarily illegal. 21:38.030 --> 21:40.050 And maybe we'll talk about that after the presentation. 21:40.050 --> 21:43.930 I can...definitely would be glad to go into a conversation about that. 21:44.130 --> 21:46.610 So, anyway, enough with the hypocrisy and the ranting and stuff. 21:46.610 --> 21:47.830 Let me move on to the tech stuff. 21:47.830 --> 21:48.310 What, sir? 21:49.170 --> 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. 21:57.970 --> 22:01.390 There's gonna be a spot to fed in Parthenon in five minutes. 22:01.450 --> 22:02.590 So, that's all. 22:05.570 --> 22:08.850 Alright, so, now let's get on with some of the tech stuff, some of the fun stuff. 22:08.850 --> 22:10.130 Enough with the ranting. 22:10.850 --> 22:18.310 Well, actually, real quickly, what you can do about it is you can reactivate your ads instantly. 22:18.310 --> 22:21.110 You can put your ads...first of all, ads are put into rotation immediately. 22:21.310 --> 22:22.590 That's an interesting thing to know. 22:22.590 --> 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. 22:27.370 --> 22:28.050 A couple minutes. 22:28.050 --> 22:30.110 So, that's very important to notice. 22:30.110 --> 22:33.650 You can get an ad up there and it'll stay up for...until they find it. 22:33.650 --> 22:34.970 So, you can get ads up pretty quickly. 22:34.970 --> 22:37.970 I suspect they're gonna shut that down very, very quickly. 22:39.170 --> 22:42.590 The other thing, and this was...I laughed out loud when this happened to me. 22:42.590 --> 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. 22:51.090 --> 22:51.650 That's all it said. 22:51.650 --> 22:53.050 And a link to binrev.com. 22:53.090 --> 22:54.650 And it's part of the presentation. 22:54.650 --> 22:55.570 I'm not pimping here. 22:57.550 --> 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. 23:01.670 --> 23:02.870 It has nothing to do with what it linked to. 23:02.870 --> 23:04.070 It's what's in the ad. 23:04.270 --> 23:05.510 So, they didn't like the word hacking. 23:05.510 --> 23:06.730 So, I changed it to security. 23:07.050 --> 23:08.190 Okay, fine, whatever. 23:08.190 --> 23:09.650 Whatever will get through your system. 23:09.790 --> 23:10.670 And that went through. 23:10.670 --> 23:11.850 They approved that, no problem. 23:11.850 --> 23:13.850 So, it wasn't the content of the site exactly. 23:13.910 --> 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. 23:23.290 --> 23:27.990 It looks like it's human interaction because sometimes it would be banned within an hour or two. 23:27.990 --> 23:29.590 Sometimes it would go for a week. 23:29.910 --> 23:30.990 So, that's kind of interesting. 23:30.990 --> 23:32.290 Yeah, that's a good question. 23:32.290 --> 23:36.110 I did, I get the feeling that it is done through human intervention. 23:37.030 --> 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. 23:44.690 --> 23:47.790 But I know for a fact, I put ads in there, they're up within two or three minutes. 23:47.790 --> 23:49.790 Nobody checked that ad as soon as I put it up. 23:49.790 --> 23:51.010 They check it after the fact. 23:51.010 --> 23:52.690 They want you to get up and running quickly. 23:52.690 --> 23:54.530 Which again, that's probably going to change. 23:54.530 --> 23:55.950 So, enjoy it while it lasts. 23:56.550 --> 23:58.430 Might not be there when you get back from the weekend. 24:00.310 --> 24:03.690 So, yeah, so you modify your banned ad by making one small change. 24:03.850 --> 24:07.810 And then this is really funny and I'll give you the story of what happened to me. 24:08.130 --> 24:10.170 I kept going through this little game with them. 24:10.170 --> 24:11.510 Because I'm stubborn. 24:11.510 --> 24:14.410 People who know me know that I can be pretty stubborn sometimes. 24:14.450 --> 24:17.670 So, we went through this back and forth game where I changed it to security. 24:17.850 --> 24:20.310 Okay, and they approved it and went through the next day. 24:20.410 --> 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. 24:28.330 --> 24:31.430 And it went through for two or three days and then it got turned down again. 24:31.670 --> 24:33.650 So, I changed it back to security, no problem. 24:33.830 --> 24:35.550 Went back and changed it back to hacking again. 24:36.310 --> 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. 24:44.610 --> 24:47.850 Every time they can't ban the ad, they'd go ban a couple of the keywords. 24:48.010 --> 24:52.150 So, like they'd leave security working but they'd take out hacking or freaking or something like that. 24:52.270 --> 24:54.630 Alright, we want to play that game, we can play that game. 24:54.710 --> 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. 25:01.890 --> 25:04.870 It was, it blew my mind that this actually worked. 25:05.090 --> 25:08.950 If you delete the individual keywords and try to add them back, it doesn't work. 25:08.970 --> 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. 25:18.390 --> 25:20.530 Delete it, save it with no keywords. 25:21.270 --> 25:24.930 Copy and paste it back in there, put those same 15 keywords back, you're up and running. 25:25.950 --> 25:29.070 I swear, I couldn't make that up, I could not make that up. 25:29.070 --> 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, 25:42.310 --> 25:47.090 deleted the ad, recreated the ad, copied and pasted them all back in, back up and running within seconds. 25:47.390 --> 25:51.310 So, that is something else I assume they will probably take out. 25:51.310 --> 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. 25:57.330 --> 26:01.930 So yeah, disabling the ads and the individual keywords and fixing them with cut and paste. 26:02.590 --> 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. 26:14.470 --> 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. 26:19.250 --> 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. 26:28.130 --> 26:31.770 They do not show your ads anymore for that daily limit for the next 24 hour period. 26:31.770 --> 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. 26:39.270 --> 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. 26:52.670 --> 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, 27:05.010 --> 27:07.910 they seem sometimes they do great stuff, sometimes they don't. 27:07.910 --> 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. 27:14.410 --> 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. 27:26.690 --> 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. 27:31.770 --> 27:34.650 So, again, don't do that. 27:35.590 --> 27:37.870 It can be done, but don't do that. 27:37.870 --> 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. 27:44.750 --> 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, 28:01.530 --> 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. 28:07.390 --> 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. 28:19.110 --> 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. 28:31.410 --> 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. 28:39.790 --> 28:40.830 Well, again, they're changing this. 28:40.830 --> 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. 28:51.730 --> 28:53.410 It was mostly just playing, just to see what I could do. 28:53.410 --> 28:55.890 I have to go in and babysit anyway, I might as well go in there. 28:55.890 --> 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. 29:08.670 --> 29:12.690 It's really a lot of it comes down to click-through ratio and using the proper keywords. 29:12.990 --> 29:17.990 One trick I found, and it was purely by accident, mesothelioma. 29:19.030 --> 29:21.250 Can somebody spell mesothelioma for me? 29:21.250 --> 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. 29:27.910 --> 29:30.050 I just wanted to see if it really was $40, you know. 29:30.050 --> 29:31.470 And it was, it was $40. 29:33.010 --> 29:34.910 I put it in there, but I spelled it wrong. 29:35.070 --> 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? 29:38.930 --> 29:41.150 Because this is a huge thing, there's usually pages of ads. 29:41.150 --> 29:43.150 I'm like, oh, I spelled it wrong. 29:43.350 --> 29:44.910 And then I went, wait a minute. 29:44.910 --> 29:47.830 I wonder what happens if I intentionally misspell things. 29:47.830 --> 29:49.370 I'm kind of backing away from the mic there. 29:49.370 --> 29:51.350 What happens if I intentionally misspell things? 29:51.350 --> 29:52.710 This is a great technique. 29:52.710 --> 29:54.950 People misspell things all the time on Google. 29:54.950 --> 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? 29:59.870 --> 30:00.670 It doesn't matter. 30:00.670 --> 30:01.530 It's too late. 30:01.530 --> 30:03.390 The ad has been delivered at that point. 30:03.390 --> 30:11.430 So, I put in the incorrect spelling of mesothelioma, and you'll see that this $40 ad comes up. 30:11.430 --> 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. 30:19.730 --> 30:23.170 All I did was misspell a word, and I saved $39.95. 30:23.350 --> 30:25.270 So, it's, it works. 30:25.290 --> 30:28.030 I don't... 30:28.810 --> 30:30.150 So, there's proof. 30:30.150 --> 30:31.570 I don't make this stuff up. 30:32.890 --> 30:34.150 I told you this would be fun. 30:34.150 --> 30:35.410 There's some of this good stuff. 30:37.170 --> 30:38.090 Let's see. 30:38.790 --> 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. 30:47.790 --> 30:49.750 You might be really really surprised. 30:49.830 --> 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. 30:57.270 --> 30:59.750 Another thing is to use proper names. 30:59.750 --> 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. 31:07.930 --> 31:11.190 There's copyright issues here, and I think there's been cases in the past. 31:11.650 --> 31:13.250 There's nothing that stops you from doing it. 31:13.250 --> 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. 31:24.530 --> 31:26.570 So, keep that in mind that you can use stuff. 31:26.590 --> 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. 31:36.710 --> 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. 31:45.990 --> 31:49.390 Again, no offense, but just to prove that it works. 31:49.390 --> 31:55.210 And I actually noticed this in the hotel room night before last, and I found this funny. 31:55.210 --> 31:56.150 I hope you guys too. 31:56.170 --> 31:57.210 Totally by coincidence. 31:57.210 --> 31:59.570 I did this as a proof of concept, just for the fun of it. 31:59.630 --> 32:01.410 And you see my ad over on the side. 32:01.410 --> 32:02.810 The one above it, again, eBay. 32:02.810 --> 32:04.690 They get every keyword, no matter what. 32:04.690 --> 32:08.950 But notice what the AOL at the top, the sponsored link, they're paying for that. 32:08.950 --> 32:10.910 If you click through that, AOL pays for it. 32:11.170 --> 32:13.850 But look at the first actual search result. 32:14.050 --> 32:15.270 It's AOL. 32:15.670 --> 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? 32:21.810 --> 32:23.490 Where's the logic in that? 32:23.630 --> 32:25.910 So make sure you always click on the one that charges them. 32:26.710 --> 32:28.930 I'm sorry, I didn't say that. 32:29.690 --> 32:31.150 I did not say that. 32:31.370 --> 32:32.490 Make sure you don't. 32:32.490 --> 32:34.110 I misspoke, I'm sorry. 32:37.450 --> 32:38.610 What else? 32:40.990 --> 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. 32:54.090 --> 32:56.130 And again, AOL, so I mentioned that. 32:56.130 --> 32:57.750 So some other tricks. 32:57.870 --> 32:59.470 Use Google hacking techniques. 32:59.510 --> 33:00.610 Now this is kind of funny. 33:00.610 --> 33:06.350 Somebody might want to go over to Johnny Long 7 o'clock tomorrow and let him know that this can happen. 33:06.690 --> 33:10.630 But basically you can use Google hacking techniques to catch people that are Google hacking. 33:11.030 --> 33:12.810 Google AdWords techniques, excuse me. 33:12.810 --> 33:15.650 All it's really doing is searching for a literal string. 33:15.650 --> 33:20.550 And I just picked one example a very common one, finding index of password to find password files. 33:20.550 --> 33:23.090 And notice that it triggered my ad over there. 33:23.250 --> 33:25.770 You can actually trigger people and find people that are Google hacking. 33:25.770 --> 33:28.510 If they put that in and try to find it, I just triggered an ad for them. 33:28.510 --> 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. 33:41.110 --> 33:45.270 So it'll be interesting to see how they, if they do anything about that. 33:47.770 --> 33:49.110 Also, let's see... 33:50.130 --> 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. 34:08.510 --> 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. 34:13.390 --> 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. 34:17.170 --> 34:19.670 So you really set people up and really draw them in. 34:19.950 --> 34:21.270 Entrapment, I guess is the word. 34:22.110 --> 34:24.350 It's honeypot, honeypot is different. 34:25.210 --> 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. 34:36.310 --> 34:37.450 I'm just gonna skim over it. 34:37.450 --> 34:42.990 It could be a very in-depth topic, but it can be as simple as passing a hidden message to somebody. 34:42.990 --> 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. 34:50.530 --> 34:53.450 This is a message for DEF CON attendees only approved. 34:53.590 --> 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. 34:58.950 --> 35:03.730 You can use any gibberish, any kind of string, any characters that you want up there and deliver a hidden message. 35:03.730 --> 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. 35:10.410 --> 35:11.430 Not many people. 35:11.430 --> 35:15.210 So you can pass just plain text hidden messages that way, which is kind of an interesting thing. 35:15.210 --> 35:17.790 Who knows if people are already doing that? 35:17.830 --> 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. 35:24.390 --> 35:25.710 Who knows what they could be doing? 35:27.150 --> 35:29.950 Anyway, come on, some of you didn't know what I meant by T word. 35:29.950 --> 35:34.810 I had to, um, so yeah, passing messages right under the public's nose. 35:35.130 --> 35:38.050 Again, unless they know what they're looking for, they're not gonna accidentally stumble. 35:38.050 --> 35:39.490 So it's fairly safe. 35:39.530 --> 35:43.450 Again, you probably don't want to put passwords or anything credit card numbers or anything stupid like that on it. 35:43.450 --> 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. 35:55.850 --> 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. 36:03.150 --> 36:05.270 Or just any kind of secret key. 36:05.690 --> 36:07.710 I'll leave the application to you. 36:07.710 --> 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? 36:19.710 --> 36:20.550 Juarez? 36:23.970 --> 36:25.330 I'm just saying it could be done. 36:25.330 --> 36:27.350 Once again don't do that. 36:27.590 --> 36:29.010 Just saying it's possible. 36:29.510 --> 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. 36:37.590 --> 36:38.510 Just for you. 36:40.630 --> 36:41.650 Again, data hiding. 36:41.650 --> 36:43.990 You can't talk about data hiding really without steganography. 36:44.650 --> 36:47.970 Again, like I said earlier, whole presentations could be done on that. 36:49.050 --> 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. 37:05.370 --> 37:09.690 Generally, when people think steganography, they think hiding stuff in an image or a graphic. 37:09.690 --> 37:11.350 That's not necessarily the case. 37:11.350 --> 37:12.430 I just want to throw that out there. 37:12.430 --> 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. 37:18.590 --> 37:20.230 But again, that's a whole other topic. 37:20.230 --> 37:24.410 So just the simple fact that these, you know, as far as you know, those are images. 37:24.410 --> 37:28.930 As far as Google knows, those are images, but they're not just images. 37:28.930 --> 37:30.790 I actually did hide them in there. 37:30.810 --> 37:31.950 Yes, they're on Google. 37:31.950 --> 37:33.030 Yes, Google accepted them. 37:33.030 --> 37:35.770 They do not know that there's hidden messages that I've used steganography. 37:35.770 --> 37:36.350 How could they? 37:36.350 --> 37:40.730 Because I actually can password protect the information inside of it as well. 37:40.730 --> 37:44.390 And this is a tool called Puff 1.01. 37:44.790 --> 37:46.890 There's tons of steganography tools out there you can try. 37:46.890 --> 37:47.850 This one was quick and easy. 37:47.850 --> 37:50.570 I grabbed it and allowed me to password protect it. 37:50.630 --> 37:55.850 And you can see that that is pulling stego.txt, a file that I created and inserted. 37:55.850 --> 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. 38:03.230 --> 38:05.250 So once again, it works. 38:06.050 --> 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. 38:14.430 --> 38:19.030 If you count the letters, and a blank space is a byte, for those of you, there are 24 there. 38:19.030 --> 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. 38:24.810 --> 38:29.350 So, oh, the only other thing is there is a limit to 50k for the image size. 38:29.350 --> 38:30.270 So keep that in mind. 38:30.270 --> 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... 38:36.950 --> 38:38.610 Well, a small ISO maybe. 38:41.250 --> 38:42.330 Let's see. 38:43.210 --> 38:46.010 Yeah, and again, I just put in text. 38:46.010 --> 38:47.610 You can actually put another image in. 38:47.610 --> 38:49.170 You can put in any binary file. 38:49.170 --> 38:51.870 You can put in a URL to a hidden site once again. 38:51.870 --> 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. 38:58.910 --> 39:01.130 And all you got to do is email the person with those two things. 39:01.130 --> 39:02.290 They know to Google for the two of them. 39:02.290 --> 39:03.530 They know how to pull them out. 39:03.650 --> 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. 39:13.630 --> 39:16.490 You can pass stuff under the entire public's nose. 39:16.490 --> 39:18.950 Millions and billions of people and they'll never see it. 39:19.150 --> 39:21.110 It's really, really kind of scary. 39:21.110 --> 39:25.730 It's really, again, application of that I'll leave to your imagination. 39:27.290 --> 39:30.390 This is probably my favorite slide. 39:30.390 --> 39:32.070 This one made me laugh once again. 39:32.790 --> 39:34.050 Misleading people. 39:34.170 --> 39:35.310 Misleading people. 39:35.990 --> 39:36.970 DEFCON official site. 39:36.970 --> 39:38.310 You see the ad that I put there? 39:38.610 --> 39:40.050 Don't tackle me or anything. 39:40.050 --> 39:40.830 It's just a joke . 39:40.830 --> 39:43.110 Don't send security up here after me or anything. 39:43.110 --> 39:44.090 DEFCON official site. 39:44.090 --> 39:46.510 I swear, on the DEFCON official site. 39:46.510 --> 39:49.290 It even says DEFCON.com on the ad. 39:49.290 --> 39:50.090 You see there on the right. 39:50.090 --> 39:53.770 On the left hand side, you see and this is just built in. 39:53.770 --> 39:54.590 They just give you this. 39:54.590 --> 39:55.510 This is not like a big hack. 39:55.510 --> 39:56.230 They give you this. 39:56.230 --> 39:58.730 The display URL and the destination URL. 39:58.730 --> 40:01.450 And you see the one string I have DEFCON official site. 40:01.450 --> 40:05.830 And when you click on it, it doesn't take you to DEFCON it takes you to StangDog.com. 40:06.490 --> 40:08.670 So, this example is funny. 40:09.210 --> 40:12.270 I think everybody in here also knows what the word phishing is. 40:13.030 --> 40:18.010 How dangerous would this be to somebody who wants to go phishing on Google? 40:18.470 --> 40:22.450 I could have easily made and again, this proves that it's a joke. 40:22.450 --> 40:23.690 Keep security back. 40:23.750 --> 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. 40:29.730 --> 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. 40:36.130 --> 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, 40:51.450 --> 40:54.210 have them click through buy something, I get all that information. 40:54.210 --> 40:57.150 It really is incredibly dangerous. 40:57.270 --> 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. 41:03.430 --> 41:04.950 They can not give that option. 41:04.950 --> 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. 41:18.370 --> 41:20.470 I'm sure nobody's ever fallen for one of those. 41:20.550 --> 41:21.830 But a lot of people do. 41:21.830 --> 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. 41:27.770 --> 41:30.850 I mean, come on this is even more effective because they trust Google. 41:30.910 --> 41:33.090 So actually that trust is working against them. 41:33.910 --> 41:40.330 So, yeah, so credit cards stolen, our email is, our email system is undergoing maintenance. 41:40.330 --> 41:41.590 Please enter your password. 41:41.770 --> 41:43.830 Again, possibilities of that are endless. 41:44.290 --> 41:47.510 And again, you're phishing in the largest pond on the global interweb. 41:47.670 --> 41:50.450 So, that's really about it. 41:50.450 --> 41:55.130 You know, my final parting shot at Google because of this was, you know, never piss off a hacker. 41:55.170 --> 41:55.610 Really. 41:55.610 --> 41:56.490 And that's what they did. 41:56.490 --> 41:57.430 I felt kind of offended. 41:57.430 --> 41:59.190 I tried to talk to them like adults. 41:59.190 --> 42:01.430 They kept I, this is my pet peeve. 42:01.430 --> 42:05.230 Don't keep cutting, pasting the same terms of service back to me every time. 42:05.590 --> 42:06.970 I got it the first time. 42:06.970 --> 42:10.550 I'm trying to explain to you that I don't exactly fall into hacking and cracking. 42:10.970 --> 42:12.430 You need to check this out Mr. 42:12.430 --> 42:13.830 Dog because this is our terms of service. 42:13.830 --> 42:15.430 I got it the first time. 42:15.550 --> 42:16.750 Don't send it to me again. 42:16.750 --> 42:19.150 Will you please, do you realize that you do this, this, and this? 42:19.150 --> 42:20.610 And eBay is allowed to use it. 42:20.790 --> 42:22.630 Please note, our terms of service, section three. 42:22.710 --> 42:24.790 I saw it the first three times. 42:24.790 --> 42:25.490 Stop sending it. 42:25.490 --> 42:26.650 So, made me mad. 42:26.650 --> 42:27.770 Never piss off a hacker. 42:27.770 --> 42:31.530 You can see you know, and I've already basically talked about this, but this is a step through. 42:31.650 --> 42:33.030 There's the ad that you create. 42:33.190 --> 42:34.250 There's the actual keywords. 42:34.250 --> 42:35.110 You put it in quotes. 42:35.110 --> 42:36.870 You can use Google hacking techniques, by the way. 42:36.870 --> 42:38.090 I don't know if I mentioned that earlier. 42:38.130 --> 42:39.450 Putting things in quotes. 42:39.790 --> 42:41.590 Using plus, minus signs. 42:41.590 --> 42:44.970 If you don't want, like for example, 2600 magazine. 42:45.130 --> 42:50.870 I don't want 2600, Atari 2600 hits, people getting my hits because then that lowers my click-through ratio. 42:50.870 --> 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. 42:56.130 --> 42:58.410 You can use Google hacking techniques in this. 42:58.410 --> 42:58.990 So, keep that in mind. 42:58.990 --> 42:59.870 That's very handy. 42:59.870 --> 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. 43:09.590 --> 43:11.190 So, that's a good thing to keep in mind. 43:11.190 --> 43:11.670 So, yeah. 43:11.670 --> 43:12.850 That's the ad itself. 43:12.850 --> 43:15.670 And these next couple slides go pretty self-explanatory. 43:15.670 --> 43:17.650 When I search for Google really sucks. 43:17.650 --> 43:19.290 If you see the logo there, you know what day. 43:19.290 --> 43:21.790 Somebody wants to do some research that I took the screenshot to. 43:22.910 --> 43:25.430 And basically up comes the ad. 43:25.470 --> 43:28.670 So, you know, this is, again, this is me being silly. 43:28.670 --> 43:30.090 It's kind of a fun presentation. 43:30.090 --> 43:33.290 It just says Google owns, you know, DDP owns AdWords or whatever I put. 43:33.290 --> 43:34.150 I don't even remember. 43:34.410 --> 43:40.630 But not only is this instantly embarrassing for Google, but it could be for anybody. 43:40.810 --> 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. 43:48.010 --> 43:49.910 This is the new way to protest. 43:50.310 --> 43:53.930 This is how you're going to be able to go out there and put, fill in the blank sucks. 43:53.970 --> 43:56.710 And put an ad that you're going to see to millions and millions of people. 43:56.750 --> 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. 44:03.490 --> 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. 44:09.950 --> 44:12.330 So this is really the new way to protest. 44:13.510 --> 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. 44:21.350 --> 44:22.690 Go out there and put it on Google. 44:22.790 --> 44:25.090 I mean, you can't stop. 44:25.290 --> 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. 44:31.830 --> 44:35.250 Once it's out there, you know, and you can use Google to get it everywhere. 44:35.250 --> 44:38.390 I mean, this huge search engine, take advantage of stuff like that. 44:38.390 --> 44:40.630 I mean, I can say that. 44:40.630 --> 44:41.110 That's safe, right? 44:41.110 --> 44:42.810 Take advantage of Google for what they give you. 44:42.810 --> 44:43.670 There's nothing wrong with saying that. 44:43.670 --> 44:45.530 Just not in a negative way. 44:45.550 --> 44:53.090 Oh yeah, and this is actually, I added this kind of at the last minute. 44:53.090 --> 44:54.350 I was thinking about this too. 44:54.450 --> 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. 45:03.390 --> 45:05.410 You can draw them away from that topic. 45:05.410 --> 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. 45:14.610 --> 45:20.090 So, if cope.com uses ads provided by Google, which they probably don't, well, I don't know, they might. 45:20.090 --> 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, 45:32.650 --> 45:36.910 and they use AdWords, site target your ads over to their site, try to pull people away. 45:36.910 --> 45:38.150 We are cheaper than these guys. 45:38.150 --> 45:40.890 Come to us, you know, and give them the URL. 45:40.890 --> 45:43.730 So, that's kind of a dangerous thing as well. 45:44.010 --> 45:47.290 Or this site is fake, don't give them your information. 45:47.290 --> 45:49.170 You could be real mean about the whole thing. 45:49.170 --> 45:51.490 Give them a link to the GoatSea guy, somebody mentioned him. 45:52.210 --> 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. 46:00.910 --> 46:01.790 Yeah! 46:02.570 --> 46:03.450 Score! 46:05.050 --> 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. 46:17.970 --> 46:21.430 This is something interesting I just found on July 4th, makes sense. 46:21.510 --> 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. 46:32.610 --> 46:35.710 When you click on the image, a lot of people click on that. 46:36.190 --> 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. 46:43.730 --> 46:48.550 You sell American flags or something like that on a patriotic day. 46:48.550 --> 46:51.090 You're having a big Easter sale or something like that. 46:51.090 --> 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 . 46:56.210 --> 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. 47:03.710 --> 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. 47:08.570 --> 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. 47:16.830 --> 47:23.990 And yeah, Google offers ads and text or images, like I said earlier for the steganography. 47:23.990 --> 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, 47:40.650 --> 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. 47:49.170 --> 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. 47:53.430 --> 47:55.610 You can get as high as 50 or even higher percentage. 47:55.850 --> 47:56.970 You can make 20 bucks. 47:56.970 --> 48:01.690 And it's very, very sleazy, right there, don't I definitely don't want to do that. 48:01.730 --> 48:05.010 I really don't want you guys to do that, but I thought that was interesting enough to mention. 48:05.190 --> 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. 48:11.830 --> 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. 48:23.810 --> 48:29.030 You can make them click through your site, make it whatever topic, and you can get the money back from that. 48:29.270 --> 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. 48:46.510 --> 48:47.170 So that's it. 48:47.170 --> 48:51.970 You can game AdSense by using AdWords, as I just described, and that's it for me. 48:51.970 --> 48:56.350 I don't know if we have enough time for questions or five minutes. 48:56.350 --> 48:58.470 If anybody does, a couple of people have questions. 48:58.670 --> 49:00.190 Before I go, if I may... 49:02.030 --> 49:03.070 Thank you. 49:04.070 --> 49:06.530 Before you all take out, I do want to send some thanks. 49:06.530 --> 49:10.430 Of course, thanks to the DDP, all these guys have helped me do a lot of this research. 49:10.470 --> 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. 49:19.210 --> 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. 49:24.730 --> 49:27.250 Stankdog.com, my personal, if you want to go check any of those out. 49:27.250 --> 49:33.910 To DC305, my local DEF CON meeting, FL2600, my binrev561 meeting, some of which are here today. 49:34.290 --> 49:38.110 And again, required by Google, I am not associated. 49:38.110 --> 49:40.530 Google AdWords is a trademark of Google Incorporated. 49:40.530 --> 49:41.650 I am not affiliated with them. 49:41.650 --> 49:42.830 Please don't sue me. 49:42.830 --> 49:44.050 Does anybody here work for Google? 49:44.270 --> 49:45.550 Like you'd admit it anyway. 49:45.650 --> 49:46.710 So, that's it. 49:46.710 --> 49:47.370 Don't be evil. 49:47.370 --> 49:48.290 Thank you very much.