Advertising Fraud and Prevention Tools, Alive or Dead?
I know advertising fraud and understanding its in's and out's is no piece of cake on a Sunday afternoon so let's get into it and understand a few basics:
- What is Advertising Fraud?
- What Ad Fraud Prevention Tools should you be choosing?
If your company engages in PPC advertising at any level, you know how fine the line is between resources and ROI. Often, it’s a matter of invalid clicks inundating the budget until the ad stops running or the budget is spent. Google generally returns those clicks to your account later in the day, but by that time, the campaign is dead in the water.
Next Level Ad Fraud
While you might think that it’s easy enough for someone to click on an ad they didn’t mean to click on, it’s not always entirely innocent. Click fraud is real, and it costs companies millions of dollars every day and billions each year.
The Evolution of Click Fraud
Pay per click has several components. First, you have the advertiser, the company that creates and places the ad. Then, you have the advertising network, which serves that ad to their publishers who then display that ad on their website. When somebody clicks on the ad, the advertiser pays, and the advertising network pays out the publisher based on the number of clicks from their site.
Unscrupulous publishers game the system in such a way that it amplifies their ad income. It can be an automated process or done by a real person, hired by the advertiser, to click on the ads and drive up the spend.
- It creates a multitude of fraudulent clicks that have no connection or relevance to the ad.
- Drives up the ad spend and, in some cases, might run down the budget very quickly.
- Prevents the advertiser from accessing the data they need to fine-tune their ads and gain insight into their audience.
As long as there is money to be made, there will be someone trying to game the system. Fortunately, there are forensic tools you can set up and deploy quickly to put a stop to this madness.
What Are Advertising Fraud Prevention Tools, and How Do They Work?
Click forensic tools give you transparency into every single click, so you know exactly where your traffic is coming from. You’ll receive a detailed click audit that includes geolocation, IPs, and the precise amount of time a visitor spent on your site. If clicks are flagged as fraudulent, you can ask Google to refund those clicks, thereby saving your budget.
When you combine a click forensic tool with click blocking, you’ve got a powerful defense against all kinds of malicious players. Bots, click farms, competitors, and various other types of fraudulent sources don’t stand a chance.
This is what we can call advertising fraud prevention mechanisms, a new instrument in the toolbox of the PPC specialist. Not all tools offer the same level of automation, transparency, and control of deployment in withstanding the varied levels of threats.
ClickGUARD is a click forensic tool driven by data transparency. When marketers know where every click comes from, it empowers their campaigns to achieve maximum results and a more predictable spend. In addition, your insights are supercharged with quality data, supporting your growth efforts, and giving you genuine insights that you can take to the bank. Start your free trial today, or give us a call to learn more about ClickGUARD and what it can do for you.