It’s something that isn’t talked about very much in PPC circles. Possibly it is seen as some kind of dirty, grubby secret that is best forgotten? I’m not sure.
Maybe it’s because it is essentially highlighting a weakness in the product we spend our lives promoting the strengths of.
The majority of click fraud can be grouped as either comes from malicious clicking on Ads from competitors and bots to increase click budgets spent, or by advertisers looking to boost their click income on Ad Networks.
Google take click fraud seriously and have their own series of algorithums running, analysing click patterns, IP behaviour to block this activity. You’ll see in your billing tab regular refunds for what are known as invalid activity.
We were interested to see if we could do anything more to protect our clients accounts and budget than simply relying on Google’s in-build systems. With this in mind, we have been testing a product for the past couple of months on a client account.
We were told by the developers that fraudulent clicks could amount to anywhere between 5% and 20% of the monthly total clicks in any one account. This seemed a huge number and we were pretty sceptical at the outset.
After 2 months of testing, we have concluded that on the test account (a UK based account targeting the UK only) just over 5% of total clicks have been blocked. The vast majority of which are either clicks coming through VPN software (outside of the geographical radius we are targeting) or clicking over the pre-set threshold i.e. multiple clicking in a short space of time.
Is it worth running click fraud software?
Well the short answer is yes, we believe that the relatively low cost of the software means it makes sense for any advertiser with a click budget of over £500 a month.
They are going to save more money in fraud prevention, than the software will cost. We are now offering this additional protection to all new and existing advertisers.