The PPC fraud protection industry seems like a pretty scary place. On the one hand, you are constantly assaulted with companies telling you that your competition is clicking on your ads to drain your budget. On the other hand, there are so many options when it comes to PPC fraud protection that it is almost impossible to actually sift through and settle on an option that fits you.
Knowing what’s real and what’s just a myth in the PPC fraud protection niche might help you make better choices, so we thought we could round up some of the top most common false stories in this industry.
Read on to find out more!
PPC Fraud Protection Myth #1: Competitors Are Clicking on Your Ads
If you have been in the market for a PPC fraud protection software of any kind, you have definitely been bombarded with ads saying competitors lurk in the dark, clicking on your ads so that your ad spend is driven upwards.
While that is definitely part of the issue, the truth is that it’s all but a small element of the entire PPC fraud protection industry. In fact, we discussed this at large in a webinar and podcast with our very own Co-founder and Head of Product, Miloš Đekić.
Take a look at what we had to say:
PPC Fraud Protection Myth #2: All Invalid Traffic Is Click Fraud
Just as not all PPC fraud protection is necessary due to your competitors, not all invalid traffic is click fraud per se either. Sometimes, invalid traffic stems from how advertisers set up their campaigns, and some invalid traffic stems from a lack of knowing what’s really happening with your ads (or, in other words, lack of data).
Why is data so important?
Because knowing the data behind every click allows you to make an informed decision about the intent behind each and every click.
PPC Fraud Protection Myth #3: Machine Learning and Artificial Intelligence Help
Another myth that goes around the PPC fraud protection industry is that of the magical Machine Learning and Artificial Intelligence help.
Look, we’re real big fans of everything techy here, but the fact of the matter is that PPC fraud protection and invalid traffic are simply incompatible with the very concept of an AI (or even a ML software).
Simply because both AI and ML are only as great as the data that’s fed into them -- so if you don’t have accurate, clean, and relevant data to feed a “machine”, you will not be able to reap the results you’re expecting.
Plus, most of the so-called “AI” meant to help against click fraud is not a viable solution against the MANY other sources of invalid traffic in your Google Ads.
PPC Fraud Protection Myth #4: All PPC Fraud Protection Software Leads to False Positives
Another myth going around the PPC fraud protection industry is that of the false positives.
Let’s get things straight here. False positives do exist. But the reason they exist is precisely that advertisers leave their ads in the hands of the aforementioned “machines” and don’t get a grip over their data (not properly, anyway).
Click forensics (which is precisely what ClickGUARD is based on, by the way) offers a much more efficient solution: it provides you with access to detailed data about where your clicks are coming from (based on the information collected by post-click analysis), so that you can take the decision of automatically banning those that come from, let’s say, a source that’s suspicious.
PPC Fraud Protection Myth #5: You Just Can’t Stop Invalid Clicks
Yes, you can. And the key to it is precisely the click forensics option we were discussing above. You might never be able to stop invalid traffic 100%, but you can get a pretty big score -- enough to save you tons of money in ad spend.