Ralph PerrierAugust 14, 2016

Owing to the difficulty and futility of manually detecting click fraudsters for yourself, the best option for online advertisers is to opt for an automated click fraud prevention service. When arming yourself with a piece of PPC fraud software, it is important to find one that will effectively deliver the service you require. Many different providers offer packages with various different claims, and features. Some of these are obviously beneficial to your campaign, and others are less so. Some are actually damaging too.

So, without further a do, here are three features you definitely do not want your click fraud prevention software to do:

Warn your fraudsters

Using an automated pop-up, or similar to warn your click fraudsters that you are on to them may sound like a fantastic idea but take it from us it is not. Based on various research and tests, we found that issuing warnings to clickers is actually more harmful than beneficial.

Warning your attacker will most likely just cause them to change the tactics they are using to commit the fraud. For example, they may attempt to disguise their activity behind a VPN (Virtual Private Network), or use an anonymous web browser. The pop up notice will just give them instant feedback on how successful their click fraud attempts have been. If one technique receives the pop-up, and one does not, you have just essentially taught them how to evade your software. Obviously, this is not desirable at all.

Use cookies to detect devices

While the use of cookies to identify someone online was efficient a few years ago, the times have most definitely changed. The use of cookies in online identification has become such common knowledge that those programming bots for use will also equip them with a function to reset the browser's cookies after every click.

It doesn't take any specific know-how to evade cookies either. If your attacker is a real person, they too can clear their browser's cookies with very limited computing knowledge. It only takes three clicks and they have essentially circumvented your preventative measure.

Base everything on conversion tracking

Many people might presume that a good way to identify positive IP addresses on their campaign would be to look at the specific conversion figures for that customer. Those addresses that have converted must be a valuable, honest customer, right? Well, no. Not exactly.

Most countries use dynamic IP addresses. This means that those who are associated with one IP address today, might not be tomorrow.

Sophisticated attackers could even make a purchase of a product from you, and return it. This will mean that their IP address is automatically accepted by your click fraud prevention methods they will be able to continue their damaging practices to your campaign unabated.

Ralph works with department leads to ensure they are well-integrated, highly motivated and focused on changing the AdTech space for digital marketers by delivering game-changing products and personal experiences.